TY - JOUR
T1 - Beyond adoption of shared bike
T2 - A case study on antecedents and consequences of brand attachment in Taiwan
AU - Chen, Ching Fu
AU - Chen, Yi Xuan
AU - Mu, Po Jen
AU - Yu, Yu Huan
N1 - Funding Information:
The authors would like to thank Ministry of Science and Technology, Taiwan for financial support (MOST 108-2410-H-006-080-MY2 ) and Dr. Eudora Tong for manuscript preparation.
Publisher Copyright:
© 2020 Elsevier Ltd
PY - 2021/9
Y1 - 2021/9
N2 - The bikesharing studies on user adoption and operational logistics render little understanding of how users' motivation influences their continuous participation in bikesharing services. Drawing on brand attachment theory and perceived value theory, this study proposes and empirically examines an integrated model of interrelationships between perceived value, brand attachment, psychological ownership, and brand citizenship behavior among bikesharing users. Specifically, three dimensions of perceived value including symbolic, functional, and economic values are conceptualized as the antecedents of brand attachment. Using an online survey sample of 462 bikesharing users in Taiwan, our findings indicate that both symbolic and economic values instead of functional value have significant positive effects on brand attachment. We found that psychological ownership mediates between brand attachment and brand citizenship behavior. User's brand attachment leads to positive influence on both psychological ownership and brand citizenship behavior. Psychology ownership also has a positive effect on brand citizenship behavior.
AB - The bikesharing studies on user adoption and operational logistics render little understanding of how users' motivation influences their continuous participation in bikesharing services. Drawing on brand attachment theory and perceived value theory, this study proposes and empirically examines an integrated model of interrelationships between perceived value, brand attachment, psychological ownership, and brand citizenship behavior among bikesharing users. Specifically, three dimensions of perceived value including symbolic, functional, and economic values are conceptualized as the antecedents of brand attachment. Using an online survey sample of 462 bikesharing users in Taiwan, our findings indicate that both symbolic and economic values instead of functional value have significant positive effects on brand attachment. We found that psychological ownership mediates between brand attachment and brand citizenship behavior. User's brand attachment leads to positive influence on both psychological ownership and brand citizenship behavior. Psychology ownership also has a positive effect on brand citizenship behavior.
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U2 - 10.1016/j.rtbm.2020.100574
DO - 10.1016/j.rtbm.2020.100574
M3 - Article
AN - SCOPUS:85092037538
SN - 2210-5395
VL - 40
JO - Research in Transportation Business and Management
JF - Research in Transportation Business and Management
M1 - 100574
ER -