“后疫情时代”基于扩展UTAUT模型的共享汽车用户接受度影响因素分析*

共享汽车具有“低碳”特征且能为出行者提供安全独立的空间，为后疫情时代出行提供了新的选择。为挖掘疫情常态化下共享汽车使用意愿的影响因素以及作用机理，以网络问卷的形式对出行者进行调查，回收有效问卷109份，并对调查结果进行分析。融合疫情感知风险和财务风险因素，构建扩展的整合型技术接受与使用理论模型（unified theory of acceptance and use of technology，UTAUT），提出11条假设并采用结构方程模型探索各潜变量影响共享汽车接受意向的途径，分析假设检验结果和模型拟合程度，对假设中不显著的路径进行中介效应分析。为探究社会经济属性变量的影响过程，构建基于结构方程的多原因多指标模型，并检验观测变量与潜变量的相关性以及潜变量与潜变量之间的相关性。研究结果表明：模型拟合程度均表现良好，潜变量中绩效期望对接受意向的正向影响最为显著，其次是促进条件和社会影响，而财务风险、努力期望对接受意愿有显著负向影响。疫情感知风险的直接影响不显著，但社会影响、绩效期望和促进条件在疫情感知风险和行为意向之间具有部分中介作用，总间接影响效应为0.240，中介效应占总效应的74.8%，间接影响显著。年龄、实际驾龄、是否持有机动车驾驶证因素对疫情下共享汽车的使用态度存在显著影响，而使用频率则直接影响疫情下的共享汽车使用意向。基于本文研究为后疫情时代共享汽车的发展提供策略和方向指引，如优化出行体验、强化安全管理、刺激消费、提升品牌价值等。

An Analysis of Impact Factors to the Propensity of Car Sharing in the "Post-Epidemic Era"Based on an Extended UTAUT Model

In the post-epidemic period, car sharing offers a new choice of transportation mode because of its "low-carbon"attributes and independent space for travelers. A survey of travelers is created in the form of a web-based questionnaire. A total of 109 valid questionnaires were collected and the results are analyzed to investi-gate factors impacting people's propensity to use car sharing in the post-epidemic period. An expanded UTAUT model is developed by considering the perceived risk of epidemic and financial risk. To investigate how each latent variable influences the intention to accept car sharing, eleven hypotheses are proposed, and structural equation mod-eling is applied. Analysis of the hypothesis test findings, model degree of fit, and mediating effects are done. Mediat-ing effects are looked at for routes that are insignificant in the hypothesis. A multiple factor and multiple reasoning model based on structural equations is developed to examine the effect process of socio-economic variables. Correla-tions between observed and latent variables are examined, in addition to correlations between latent variables and la-tent variables. Findings from this study show that that all of the models have a good fit. Performance expectation had the greatest, positive influence on acceptance intention among the latent variables, followed by facilitation con-ditions and social influence. Financial risk and effort expectation have the greatest negative influence on acceptance intention. Social influence, performance expectation, and facilitation conditions partially mediated the effect be-tween perceived risk of epidemic and behavioral intention. This effect had a total indirect effect of 0.240 and a sig-nificant indirect effect of 74.8% of the total effect. However, the direct effect of perceived epidemic risk is not signif-icant. Age, actual driving age, and the possession of a driver's license all significantly influence the attitudes regard-ing the use of car sharing during the pandemic. In contrast, frequency of usage directly affectes intention to use car sharing during the epidemic. Strategies and instructions for promoting car sharing in the post-epidemic era are then offered, which include ways to improve the travel experience, strengthen safety management, encourage consump-tion, and boost brand value.