Bike share, e-bike share, and e-scooter systems (collectively known as shared micro-mobility) are gaining popularity throughout the United States and internationally, but no one has yet determined the optimal system design. This study investigated motivators for and deterrents to the use of such systems in the Pacific Northwest.
The first bike share programs appeared in the United States in 2010. As of 2019, 21 separate areas had bike share and/or related systems within the states of Washington, Oregon, and Idaho, and at least two more were making plans for implementation. The researchers conducted participant observations, in-depth interviews, and an on-line survey of users and non-users in all cities in Washington, Oregon, and Idaho that had shared micro-mobility systems. The inquiries were based on a research framework from consumer behavior theory.
Survey respondents reported that convenience and social good were major motivators, but the strongest reported motivators were exercise and enjoyment. Previous studies have identified four types of cyclists: “strong and fearless,” “enthused and confident,” interested but concerned,” and “no way, no how.” This study concluded that promotional activities should be targeted to “interested but concerned” cyclists, as they represent the greatest potential for increased ridership. Such efforts should also emphasize personal benefits to riders, as social norms (such as looking silly) do not seem to be a consideration in the Pacific Northwest. Usage can also be encouraged by offering a variety of options: docked and dockless, bikes and scooters.
The researchers found that the strongest deterrents were weather, danger from automobile traffic, and insufficient bike lanes and paths. The issue of safety must be addressed by improving infrastructure with more bike lanes and paths. In addition, potential riders are likely to have distorted views of the risks and need to be educated otherwise. Safety, and the perception of safety, can be enhanced by educating the public about current laws and giving assurances that they will be enforced.
Although neither weather nor hills can be changed, the survey suggested that those issues might be addressed by promoting the popular motivators of exercise and enjoyment. Once riders have become accustomed to using and enjoying the shared services under favorable conditions, they may be more likely to find ways to deal with inclement weather and hills.
Authors:
Ronald Pimentel, WSU Carson College of Business
Michael Lowry, College of Engineering, University of Idaho
Sponsor: PacTrans