Usage behavior and satisfaction analysis of free-floating bicycle sharing system service: Evidence from a Chinese university campus

Abstract

Abstract The free-floating bicycle sharing system (FFBSS) service has been becoming an important and popular mode for travel in the urban mobility ecosystem. Although many studies conducted surveys to understand the usage characteristics of FFBSS service for the general population, few studies focus on the usage behavior of university students. A total of 228 valid responses from Huai yin Institute of Technology (HYIT) were collected to examine the usage behavior of FFBSS service and identify the key service attributes driving satisfaction levels among Chinese university students. Undergraduate and graduate university students are an important and novel population, as they are still forming their values and beliefs, and therefore are more open to engaging in sustainability efforts (e.g., not owning a car or choices towards green travel modes). Descriptive analysis was performed to analyze FFBSS service usage frequency, FFBSS trip characteristics, and the motivation to use FFBSS service. The results show that the socio-demographic information (e.g., age, gender, year of study, and monthly expense) and e-bike/bike ownership significantly influence the usage frequency. Time-saving and convenience are two of the main motivations driving FFBSS service usage. Multivariate regression and importance-performance analysis (IPA) are conducted to identify important FFBSS service attributes impacting user satisfaction levels and identify priority service attributes for improvement. It highlights the importance of the density of the designated location for bike returns, the number of available bicycles, the position accuracy of bicycles, and the good functioning condition of bicycles. The findings provide useful insights into the planning and management of FFBSS services on campus and in cities.