Influences of Norm and Excitement on Bike Use Behavior of High-Income People in China

In China, the bicycle had a high relevance in the past. Some decades ago, it was the major mode for most Chinese people. This situation changed with growing wealth and increasing car ownership. Today, as cities are traffic-crowded, the bicycle seems to be an alternative again. At the same time, the government as well as private equity, invest in public bike systems. Previous research indicates that especially people with high-income are less likely to use the bicycle as a mode of transport. The question arises whether the bike is used by high-income people that usually have a car as an alternative. What are the influencing factors to use bicycles? To investigate these aspects, we present results of a study conducted in 8 Chinese cities. The data is analyzed using a structural equation model to investigate influences on bike use behavior of high-income people. This study provides no contribution in the research of psychological characteristics of users or the routes used. Rather, it is intended to provide understanding to ecological norm and excitement regarding usage. The results provides insights into the complex interrelationships of sociodemographic and psychological aspects as well as the modernity of the cities in the context of bike usage. Mainly car ownership and the place of residence show significant effects on the attitudes and norms of people and thus influence the use of bicycles. Our results help to understand the interrelationships between sociodemographic characteristics, spatial characteristics and the attitudes of people while making mobility decisions