作為傳統交通工具的潛在替代品,交通共享服務在迅速擴張的同時也正面臨著規范管理滯后、環境秩序矛盾和產品損壞盜用等一系列問題,限制了其促進城市可持續發展的作用。為解決我國交通共享目前所面臨的問題,文章基于交通共享產品使用群體的調查數據,以計劃行為理論為支撐,構建可持續發展視角下城市交通共享產品使用行為的理論模型,分析用戶的使用行為意愿以及對城市可持續發展影響的認知,通過結構方程模型驗證得出以下研究結論:(1)交通共享產品的有用性與易用性是實際使用行為的主要影響因素,個人可持續發展理念對交通共享的行為意愿與實際使用行為有顯著的正向調節作用。(2)強制性的施加政策和規范壓力在一定程度上有助于交通共享產品的推廣,但會對城市居民的其他低碳行為產生微小的抑制作用。(3)現階段交通共享產品用戶的使用意愿明顯大于使用行為,推廣主體不應將所有注意力集中在產品宣傳和投放速度上,如何健康平穩的提升用戶意愿—行為轉化率才是目前亟待解決的問題。基于上述結論,提出以下政策建議:政府可嘗試采用PPP模式來推廣交通共享,根據企業運營的共享車輛行駛數據轉化為碳減排量,按當地市場碳交易價格的一定比例給予企業獎勵,對于車輛超額投放、回收轉化率較低的企業給予嚴厲懲罰。企業應深入市場調研并嚴格按照市場容量投放車輛,在形成規模效應的同時縮小市區與郊區的"貧富差距";建立集車輛監督、信用評估、安全監測和智能調度為一體的大數據綜合運營平臺;采取信用押金代替制,對于信用較高的用戶免收或少額收取押金,降低產品使用門檻;為避免交通共享變質為"交通污染",應從全壽命周期的角度考慮解決產業鏈中下游的產品回收與轉化問題。

As a potential substitute for traditional vehicles,transportation sharing services are rapidly expanding and facing a series of problems such as the lag of standardized management,the contradiction of social environment and the product damage,which restrict its original intention of promoting urban sustainable development. In order to solve the problems of transportation sharing in China,this paper constructed a theoretical model for using behavior of urban traffic sharing products under the perspective of sustainable development based on survey data and the theory of planned behavior,and analyzed the user’s behavioral intention and cognition on the impact of urban sustainable development. The empirical results indicate that:(1) The usefulness and usability of transportation sharing products are the critical influencing factors to the usage behavior,citizens’ concept about personal sustainable development has a significantly positive effect on the behavioral willingness and usage behavior of transportation sharing.(2)The mandatory policy and normative pressure can promote the application of transportation sharing products to a certain extent,but have a small inhibitory effect on other low-carbon behaviors.(3) At this stage,the users ’ willingness to use traffic sharing products is more than actual using behavior. The main body of the promotion should not focus on advertise and delivery speed,but should consider how to enhance the rate of converting users’ using willingness to behavior which is an urgent issue. Based on the above conclusions,the following policy recommendations are put forward: the government could seize the PPP mode to promote the traffic sharing. The driving data of shared vehicles operating in enterprises is converted into carbon emission reduction. Enterprises are rewarded according to the proportion of carbon trading price in the local market,while others with over-invested or low conversion rate will be severely punished. Enterprises should conduct comprehensive market research and launch vehicles strictly accordance with market capacity,while the scale effect is formed,the ‘wealth gap’between urban and suburban areas should be reduced. Enterprises should build a large data integrated platform which includes integrating vehicle supervision,credit evaluation,safety monitoring and intelligent scheduling. For users with higher credit,the deposit should be waived or reduced to lower the threshold of product using. In order to avoid the traffic sharing becomes to ‘traffic pollution’,enterprises should consider the problem of product recycling and transformation in the downstream of the industrial chain from the perspective of full life cycle.