Beyond adoption of shared bike: A case study on antecedents and consequences of brand attachment in Taiwan

Ching Fu Chen, Yi Xuan Chen, Po Jen Mu, Yu Huan Yu

研究成果: Article同行評審

4 引文 斯高帕斯(Scopus)

摘要

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.

原文English
文章編號100574
期刊Research in Transportation Business and Management
40
DOIs
出版狀態Published - 2021 九月

All Science Journal Classification (ASJC) codes

  • 決策科學 (全部)
  • 商業與國際管理
  • 運輸
  • 經濟學、計量經濟學和金融學(雜項)
  • 旅遊、休閒和酒店管理
  • 策略與管理
  • 管理科學與經營研究

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