The Acceptance and Satisfaction of Public Bike System. A Case Study on Taiwan s YouBike System

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1 The Acceptance and Satisfaction of Public Bike System A Case Study on Taiwan s YouBike System Shu-Fang Lai Department of Logistics Management, Takming University of Science and Technology, Taipei City, Taiwan 11451, R.O.C. sflai@takming.edu.tw Abstract - In recent years, energy conservation and LOHAS life style is brought into vogue and cycling has become popular around the world. There are many public bike systems set up in different cities which provide rental bikes to citizens and travelers as a replacement of short-distance car trip. In Taiwan, we also set up two public bike systems in the Taipei city and Kaohsiung city in March, This study aims to analyze the acceptance and satisfaction of this kind of system. Therefore, this study used the YouBike system set up in the Hsin Yi district of Taipei city as a case study. For discussing the user's satisfaction, this study combined the PZB model (Parasuraman Zeithaml and Berry, 1988) and the ZB model (Zeithaml and Berry, 2000) to create a new model structure, and then used the questionnaires to collect data and set up a Structure Equilibrium Model (SEM). The result showed that daily usage of this system was about 500 to 600 people, and most of them are for commuting. The user s satisfaction was positively affected by service, product, pricing, and situation factors, but was not affected by personal attributes. Although the user s satisfaction was very high and every dimension s score was over 3.5 (5 was the highest score), but because the payment system was not convenient for people without credit card and this system did not integrate with bike ways (or bike lanes), so over half of the interviewees would never use it or did not have any knowledge of it. This study suggested this system should improve their payment system, expand the service area, decrease the failure rate, integrate with bike lanes, and do more promotion to make it more successful. Keywords: Public Bike, Acceptance, Satisfaction, Structure Equilibrium Model (SEM) 1. INTRODUCTION Along with the era and technology advancement, the number of cars and motorcycles has been continuously increasing. This brings us a convenient, fast-paced lifestyle; conversely, noise and air pollution caused by these vehicles have significantly affected our air. In recent years, in order to decrease the use of vehicles, countries of the world have one by one proposed bicycle rental system for short-distance transfers in the urban district. For example, Vélo'V in Lyon, France; Vélib' in Paris, France; City Bike in Copenhagen, Denmark. To respond this green transportation trend of the era, Taiwan also established YouBike and C-bike by Taipei City Government and Kaohsiung City Government in Mark, Different from the usual bicycle rental systems that are often established along the river side or in recreational establishments, these two systems are located in the city to provide short-distance transfers. Related bicycle studies mainly focused on promotional strategy and bike and ride in different countries, and these studies mostly introduced case studies. For example, Karel Martens (2004) organized the bike and ride characteristics in European countries Holland, Germany, and England and found that their bike and ride were mostly used within 2 to 5km range of the public transportation centers for commuting to work and school. Furthermore, the uses of bicycles were affected by the climate, weather, and the location of the public transportation centers. Bike and ride were mostly integrated with faster public transportation systems (e.g. railway) but yielded unsatisfactory integration results with buses. Karel Martens (2007) used Holland s successful experience and focused on how Holland increased the number of bike and ride and integrated trips of bicycle and public transportation system. Martens believed improving bicycle parking facilities at train stations was beneficial to increasing

2 user s satisfaction as well as the number of bicycle parking lot. If train stations offered bicycle rental service, it could slightly decrease the use of cars and increase train trips and bicycle use for non-recurrent trips. John Pucher and Ralph Buehler (2008) summarized Holland, Denmark, and Germany s experience in promoting bicycles, and they believed setting bicycle lanes at high traffic sections and intersections, integrating traffic quiet areas within the residential areas, providing bicycle parking facilities, and increasing the cost of using vehicles were the key of having high bicycle use. Mixed land-use was also beneficial to decreasing the length of trips and in turn increasing the use of bicycles. Yan Xing, Susan L. Handy and Patricia L. Mokhtarian (2010) had six small cities in the United States as study subjects and analyzed the main factors of people using bicycles as a mean of transportation or for recreational reasons. Through the construction of logistic regression model, the study showed that individual, social environment and physical environment were the major factors. People who loved cycling and who disliked driving would be more likely to use bicycles as a mean of transportation. Social conduct and shorter trips were also the key factors affecting the use of bicycles for transportation. However, the offer of bicycle facilities was an indirect factor. The presence of facilities could increase the sense of security for cyclers while cycling and in turn increase the use of bicycles for transportation. In addition, with regard to studies in Taiwan, most of them emphasized on the discussion of environment, satisfaction, and loyalty of recreational bicycle lanes. For example, Guan-zhen Chen (2007) analyzed tourist characteristics, service, and satisfaction in Qijin, Kaohsiung by questionnaires and relevant analyses such as one-way ANOVA. Yun-quan Lai (2008) discussed the relation between bicycle lane user s environment perception and leisure. The study results showed that environment perception, self-exploration, establishment planning, and self-enhancement were positively related to recreational behaviors, whereas management and maintenance were negatively related to recreational behaviors. Shu-mei Yu (2009) focused on Taipei YouBike establishment plan to construct a pattern of potential YouBike user s choice of transfer plans in different cities. Yu also established public bicycle utility function to predict public bicycle use rate at different station densities and rent standards. Since related studies on public bicycles tended to be case studies or studies on project implementation and management strategy and no study was on using the structural equation model (SEM) to establish public bicycle satisfactory evaluation model. Thus, to understand whether the public have accepted this type of system (i.e. YouBike) and their satisfaction on such system, this study carried a case study on Taipei City s YouBike and discussed the public s acceptance of YouBike, the use of YouBike, and the factors that affected the public s satisfaction of YouBike. 2. CASE STUDY 2.1 Domestic Case Study (1) Taipei City Xinyi District YouBike A. Goal of YouBike establishment: to increase Taipei s positive image as a green, international city; also referred to as smile bicycle. B. System establishment situation: - Automated electronic public bicycle rental station: 11 locations. - Radio Frequency Identification (RFID) YouBike parking: 754 spaces. - YouBike: 500 bicycles. - YouBike service center: 1 location. - Rates: short-term card, long-term card, and Easy-Go. For each rate details please refer to Table 1. C. Usage situation When YouBike first operated in March, 2009, 5 stations were opened for public access and all stations were opened in April. During the test period, the number of users reached 380 thousand counts. (2)Kaohsiung City C-bike A. Goal of C-bike establishment: to create Kaohsiung s image as a humanistic, lively, and healthy international cosmopolitan. B. System establishment situation: a total of 50 rental stations and 4500 public bicycles; full public access on June 1 st, C. Rates: annual membership, 6-month membership, monthly membership, and non-member. For each rate details please refer to Table 2.

3 Table 1. YouBike Rates Card Type Short-term Card Long-term Card Easy-Go Subjects Tourists, travelers Locals People without credit card or Rates Free for the first 30 minutes and NT$10 for every 15 minutes. Basic Fee Daily NT $40 Five days NT $150 Deposit Deduction Deposit Payment Registration Time Limit for Each Rent Deposit Return Credit card Half month NT $500 6 months NT $1000 Annual NT $1500 No deposit (two identifications for photocopying) EasyCard NT $100 for the first three hours and NT $10 for every 15 minutes; pay after returning the bicycle. Three hours NT $100 No deposit (two identifications for photocopying) NT $3000 (for authorization only) NT $0 NT $0 Information Service Register in person at Register in person at Service Kiosk (no information is Service Center Center keyed in) 24 hours 24 hours 07:30-22:00(no overnights) No (authorization automatically expires) No Note: Easy-Go was released on October 1 st, 2009 for people without credit card or EasyCard Source: Table 2. Kaohsiung City Public Bicycle Rates Type Annual 6-month Monthly Non-member Membership Fee NT $1200 NT $750 NT $200 None Payment 1. Cash 2. Credit card Credit card/cash Method 3. By mail 4. ATM transfer 5. Franchise service stations Rates Free for the first 30 minutes and NT $10 for every 30 minutes NT $30 for the first 30 minutes and NT $15 for every 30 minutes Limitation Fees are accumulated up to 12 hours the most; fees are re-calculated on the next day Note: This is a discount Table approved by the City Government and any changes will be based on the City Government. Source: No 2.2 Foreign Case Study On the part of foreign case studies, this study will introduce successful cases of Vélo'V in Lyon, France, Vélib' in Paris, France, and City Bike in Copenhagen, Denmark. (1)Vélo'V in Lyon, France The Lyon government established 200 rental stations in the city on November 15 th, Each station has more than 10 bicycles and is less than 5 minutes apart by bicycles. Rental stations has increased to 343 locations and there are around 4000 bicycles in the city (source: Vélo'V official website: This system is provided for people above 14 years old. As long as the user has a chip credit card or a Técély card (Lyon public transport pass), then the user could rent bicycles at any station and return them at any station under the same system. The rental fee is free for the first half hour, 1.00 for the first hour, and 2.00 for every hour thereafter. According to the Lyon government statistics, around 1/10 of the citizens often uses the system. There are 10 million people who used the system within 2 years after establishment. This greatly decreased the amount of CO 2 emission. (2) Vélib' in Paris, France The Paris government established this public bicycle rental system on July 16th, A station was established for every 300 meters and currently around 13 thousand Paris citizens have registered one-year pass, which allows

4 them to hire or return bicycles at 750 rental stations throughout the city within a year. The Paris government expected regular Vélib' users would exceed 20 thousand people and they would increase the number of stations to 1451 locations and 26 thousand bicycles. This system is provided for people above 14 years old. As long as the user has a chip credit card or a Navigo card (Paris public transport pass), then the user could rent bicycles at any station and return them at any station under the same system. The rental fee is free for the first half hour, 1.00 for the second half hour, 2.00 for the third half hour, and 4.00 for every half hour thereafter (source: Vélib' official website: (3) City Bike in Copenhagen, Denmark Copenhagen, Denmark was first in the world to be chosen as their official Bike City by the International Cycling Union (UCI); it is a city which provides free bicycles to tourists. City Bike is Copenhagen s public bicycle system and there are 110 stations and 2000 free bicycles for local citizens and tourists, though they have to be used within the range specified by the government. Users only need to insert 20 Kroner deposit and it will be returned after returning the bicycle. City Bike was a very successful policy. According to an investigation, each public bicycle s average idle time was only 8 minutes. Evidently, these public bicycles have a substantial use rate and are highly popular (source: City Bike official website: 3. METHODOLOGY 3.1 Methodology Selection In order to understand the current situation of YouBike use and the public s acceptance and satisfaction, this study summarized methodologies used in related researches and found the commonly used methodologies included binary logic regression, four quadrant Important Performance Analysis (IPA), and the Structural Equation Model (SEM). This study chose SEM considering it possessed the ability to process potential variables, analyze causal relations, and examine model fit. and customer s perceived and satisfaction model proposed by Zeithaml and Berry (2000), this study integrated and use the amended model as the study framework. PZB model integrated 10 satisfaction dimensions of its earlier model into 5 dimensions, which are described in Table 3. Zeithaml and Berry (2000) proposed a customer s perceived and satisfaction model that used PZB model as its foundation. They believed service, product, price, situational factor, and individual factor positively affected customer satisfaction, and their model framework is as shown in Fig. 1. Thus, this study conformed the abovementioned models and hypothesized three YouBike satisfaction dimensions, namely, service satisfaction, product satisfaction, and price satisfaction. Service satisfaction was composed by PZB model s five dimensions and situational and individual factors would positively affect customer satisfaction. The study framework is as shown in Fig. 2. Table 3. PZB Model Dimension Description ZB Model Dimension PZB Model Dimension (1988) (1985) Dimension Dimension Description 1.Reliability 1.Reliability Including reliability, consistency, and the ability to perform the promised service dependably and accurately. 2.Responsiveness 2.Responsiveness Service willingness to help customers and provide prompt service. 3.Competence 3.Assurance Knowledge and courtesy 4.Courtesy 5.Credibility 6.Feel secure of employees and their ability to convey trust and confidence, customers feel free from danger and doubt. 7.Communication 4.Empathy The firm provides care 8.Access 9.Understanding and individualized attention to its customers. the customer 10.Tangibles 5.Tangibles Appearance of physical facilities, equipment, personnel, and communication materials. Source: Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry (1988). 3.2 Study Framework As for study framework, according to PZB model proposed by Parasuraman, Zeithaml and Berry (1988)

5 was YouBike user satisfaction survey and its content included bicycle characteristics and satisfaction ratings. The other one was to survey the reason of why non-users chose not to use the system. Each dimension in the study framework at least had three items in the satisfaction questionnaire, which also adopted Likert five-interval scale to engage in user satisfaction investigation. Refer to Table 4 for codes and details of satisfaction survey items. Source: Valarie A. Zeithaml, and Leonard L. Berry (2000). Fig. 1. Customer s Perceived Quality and Satisfaction Model Situational Factor Satisfaction Service Quality Product Quality Price Reliability Responsiveness Assurance Empathy 4.3 Personal Interview Survey and Sampling Methods (1) Investigation method: personal interview survey This study conducted questionnaire survey at each YouBike rental station and adopted the personal interview method to increase questionnaire response rate and validity. (2) Sampling method: quota sampling This study adopted quota sampling method, which segmented the population into weekdays and weekends, and valid samples were estimated to be collected separately pro rata to number of days in a week. Individual Factor Fig. 2. Study Framework 4. QUESTIONNAIRE DESIGN 4.1 Basic Hypothesis Tangibles The satisfaction questionnaire survey had YouBike users as survey subjects, and the anticipated number of valid questionnaires was 280 copies. The non-youbike users were the survey subjects of non-user questionnaire and the anticipated number of valid questionnaires was 100 copies. (3) Trial questionnaire survey: According to the aforementioned theoretical framework, this study had five basic hypotheses: (1)Individual background variables would positively affect customer satisfaction. (2)Situational factors would positively affect customer satisfaction. (3)Service was a vital dimension of customer satisfaction. (4)Product was a vital dimension of customer satisfaction. (5)Price was a vital dimension of customer satisfaction. 4.2 Questionnaire Items This study drafted two questionnaires in total. One A trial questionnaire survey was conducted after confirming expert validity to understand whether the questionnaire design in this study was appropriate, and reliability and validity analysis results were utilized for questionnaire amendment. This study utilized factor analysis to examine questionnaire validity and Cronbach s alpha to examine reliability. The first trial questionnaire survey was conducted in June There were 38 valid surveys with 0.91 reliability and 0.81 validity. However, part of the items was assigned to inaccurate dimensions and therefore, a second trial was conducted in August 2009 after amendment. The second trial questionnaire survey was conducted in August, There were 34 valid surveys with 0.89 reliability and 0.79 validity. There were at least two items that were accurately assigned to each dimension and

6 therefore, the second survey was used as the formal survey. Table 4. Satisfaction Survey Item Code and Content Code Content A1 Do you have cycling habits? A2 Do you often ride bicycle as a substitute for other types of transportation? B1 Appearance of YouBike stations? B2 The planning of YouBike bicycle paths? B3 Distribution of YouBike stations? B4 The amount of bicycles provided at each YouBike station? B5 Correctness of YouBike identification mechanism (credit card or R.O.C. ID)? B6 Correctness of YouBike rental system? B7 Correctness of YouBike rental fee debited by EasyCard? B8 Correctness of information provided by YouBike? B9 YouBike operation unit s willingness to offer assistance? B10 YouBike operation unit s willingness to answer questions? B11 YouBike service personnel s attitude? B12 YouBike service personnel s willingness to provide information to users? B13 The safety of YouBike? B14 Situation of traffic signs established specifically for bicycles? B15 Street lighting while riding YouBike at night? B16 Does YouBike satisfy user s needs? B17 The degree of convenience provided by the availability of YouBike at each station? B18 The necessity of YouBike accessories (light, basket, and lock)? B19 Aesthetics of YouBike design? B20 YouBike riding comfort? B21 Quality of YouBike lock? B22 Payment method of YouBike? B23 Rental fee of YouBike? B24 Deposit for renting YouBike? B25 The effect of street tree shades in Xinyi Planning District? B26 Peripheral landscape while riding? B27 Road condition in Xinyi Planning District? B28 Bicycle parking convenience (non-station)? 5. SURVEY RESULT ANALYSIS 5.1 Questionnaire Response and Reliability Analysis The formal questionnaire was conducted from August 13 th to September 13 th, A total of 420 questionnaires were distributed and 280 were YouBike users and 140 for non-users. The number of valid questionnaires collected was 265 and 129 respectively. After the questionnaires were collected and organized, this study conducted factor analysis on satisfaction questionnaire to benefit the construction of SEM. Factor analysis results indicated that each item was accurately categorized into the dimension it belonged to, and the validity was The factor scores after factor rotation were as shown in Table Basic Characteristics of Interviewees User characteristics analysis Table 6 showed that the interviewees in this study possessed the following characteristics: number of females was slightly higher than males; mostly were ranged from 29 to 39 years old; mostly had college or high education; mostly were students or in business or service industries; mostly had less than $10,000 or between $20,000 and $50,000 disposable income per month; over half interviewees had experience in riding bicycles; half of interviewees often chose bicycles as a mean of transportation YouBike experience Table 7 showed that the major reason to use YouBike was for transfer (75%). After the establishment of YouBike, the use rate of bicycles dramatically increased from 1.5% to 21.5% and over 80% interviewees rode bicycles for 30 minutes. 47% interviewees used YouBike on daily basis but 11.3% had only used once. This indicated the major reason to use YouBike was for transfer and most users rented YouBike within the first free 30 minutes. Bicycle use rate had a significant increase within the range of YouBike which indicated the goal of YouBike establishment was met. Table 5. Factor Score after Factor Rotation Item Factor Code B B B B B B B B B B B B B B B B B B B B B B B B B B B B

7 Table 6. Interviewee Basic Information Statistics Population Type People % Variables Gender Male % Female % Age Below % 15~ % 20~ % 25~ % 30~ % 35~ % 40~ % 45~ % 50~ % 55~ % Above % Education Elementary 4 1.0% (or below) Junior High 3 0.8% Senior High/ % Vocational College % Master (or % above) Occupation Student % Business % Science 9 2.3% Service % Freelance 5 1.3% Agriculture/ 1 0.3% Forestry/Fishery/ Animal Husbandry Military/ % Civil Servant House Keeping 6 1.5% Others 6 1.5% Disposable 5,000 or below % Income per 5,001 ~10, % Month 10,001~15, % 15,001~20, % 20,001~30, % 30,001~40, % 40,001~50, % 50,001~60, % 60,001~80, % 80,001~100, % 100,001 or 5 1.3% above Habit of yes % cycling Often use bicycle for transportation no % yes % no % Table 7. YouBike Use Characteristics Statistics Item Type Peopl e The purpose of coming to Xinyi District for YouBike Before YouBike is available, which type of transportation did you use in Xinyi District After YouBike is available, which type of transportation did you switch to Average time you ride YouBike per trip How much rental fee per hour do you think is reasonable How often do you use YouBike after it is available % Leisure % Transfer % Try-outs % Others 4 1.5% Walk % Motorcycle % Car % Bus % MRT % Bicycle 4 1.5% Walk % Motorcycle 9 3.4% Car 9 3.4% Bus % MRT % Bicycle % Within 15 min % 15~30 min % 30~45 min % 45 min~1 hour % 1 hour~2 hours % % % % % % % Others % Once % Twice % Three times % Four times 8 3.1% Once a month % Once every % weeks Once a week % Once every 3 days % Once every 2 days % Once a day (Monday to Friday) Twice a day (Monday to Friday) Reasons for not using YouBike % % Table 8 showed the main reason interviewees did not use YouBike was because they did not know about it (40.5%) and the second reason was they did not know where the rental stations were located (22.0%), indicating most people did not know about this system. 5.3 Satisfaction Score of Each Dimension With a score out of 5, satisfaction score of each YouBike dimension received higher than 3.5. Table 9 showed responsiveness and empathy received highest scores, indicating users have higher satisfaction on

8 YouBike personnel s assistance and attitude (empathy) and YouBike s safety (assurance), whereas satisfaction on price received the lowest score. Table 8. Reasons for Not Using YouBike Item Type People % No credit card % Implementation range % was too small Too few rental 8 3.9% stations Bicycle parking is 5 2.4% inconvenient The reason Price is too high 6 2.9% why never used No EasyCard 4 2.0% Payment method is 7 3.4% YouBike inconvenient Insecure % Doesn t know station % locations Doesn t know YouBike % Too few bicycle lanes % Table 9. Average Satisfaction Score of Each Dimension Dimension Average Score Service Quality Tangibles 3.61 Reliability 3.86 Responsiveness 4.00 Assurance 3.65 Empathy 3.90 Product Quality 3.72 Price Cross Analysis and Test Statistics This study performed cross analysis and test statistics on individual background variables and satisfaction items. The resulted showed different individual characteristics effects on cycling habits were significantly different (items A1 and A2). However, the effects on each satisfaction item were not as much different, which were shown in Table 10. Therefore, the parts that showed significant difference were described in the following: (1) The percentage of males who had the habit of cycling was significantly higher than females; the percentage of males cycling to substitute walking was also significantly higher than females. (2) The percentage of 55~59 years olds who had the habit of cycling was significantly higher than other age ranges; the percentage of 55~59 years olds cycling to substitute walking was also significantly higher than other age ranges. (3) The percentage of masters (and above) had the habit of cycling was significantly higher than other education backgrounds. (4) The percentage of military and civil servants who had the habit of cycling was significantly higher than other occupations; the percentage of military and civil servants utilized bicycles to substitute other types of transportation was significantly higher than other occupations. (5) The percentage of people who earned 80,001~100,000 was significantly higher than people at other income levels; the percentage of people who earned 80,001~100,000 utilized bicycle to substitute other types of transportation was significantly higher than people at other income levels. 5.5 AMOS SEM Construction This study used a statistics software, AMOS 7.0, to construct SEM and maximum likelihood to calculate parameters within the constructs to, in turn, understand their relationship and validify whether the results supported our hypotheses. The original model fit results showed individual factor did not have significant affects (Fig. 3). Therefore, this study deleted individual factor and utilized AMOS to modify model s parameter calibration. Table 10. Chi-square Test Value Item Gender Age Education Occupation Disposable Income A1.002*.000*.005*.026*.000* A2.000*.001*.092*.010*.000* B * B *.000*.528 B3.044* B B * B * B * B B *.137 B *.026* B * B * B *.026* B B B *.170 B *.110 B B B *.992 B *.758 B B B B25.050* B * B27.028* B * *.172 Note: * indicated significant difference.

9 Situational Factor 0.71*** Satisfaction Individual Factor 0.93*** 0.63*** 0.50*** Service Quality Product Quality Price 0.69*** Responsiveness 0.74*** 0.52*** 0.65*** 0.87*** Note: *** indicated significance was not zero. Reliability Assurance Empathy Tangibles Fig. 3. Original Model Standardized Path Coefficient Modified model s calibration results were as shown in Tables 11 & 12, and Fig. 4. They showed every path was significant and in each fit index, except RMSEA in absolute fit index was (slightly higher than 0.08) and AGFI value in parsimonious fit was (slightly lower than 0.8), other fit indexes were at the evaluation standard. This indicated the result of model construction was good. Therefore, each fit index evaluation result of the modified model was described below: (1) In absolute fit, X2 value was and its corresponding p value was 0, which was higher than the 0.5 significance level. Chi-square/freedom was /266=2.811, which as in accordance with the standard of less than 3. GFI was 0.81 which was greater than 0.8, indicating the model fit was good. RMR was which was less than 0.05, showing the model fit was good. RMSEA was which was slightly higher than 0.08, indicating the model fit was close to good. (2) On the aspect of incremental fit, the closer a value was to one, the more optimal the model was, indicating the model had better fit. Modified model s AGFI was which was close to the acceptable value 0.8. NFI was which was greater than 0.8, indicating the model fit was acceptable. CFI was which was greater than 0.8, also indicating the model fit was acceptable. (3) On the aspect of parsimonious fit, PNFI and PGFI indexes were and respectively, which were all less than the 0.5 index, meaning the model fit was good. (4) According to the analyses of the abovementioned fit indexes, modified model s RMSEA and AGFI had slightly undesirable results, yet they were extremely close to the acceptable standard. Other indexes all reached the acceptable standards, indicating the calibration result of this model was good. (5) According to the result of modified model, YouBike customer satisfaction was composed by three dimensions: service, product, and price. In these three dimensions, satisfaction on service was the highest and product was the second, whereas price had a lower satisfaction. Furthermore, situational factor positively affected customer satisfaction while individual factor did not have any significant effect. Table 11. Modified Model Coefficient Calibration Result Path Estimate S.E. C.R. P Satisfaction <--- Situational *** Factor Service <--- Satisfaction *** Tangibles <--- Service *** Reliability <--- Service *** Responsiveness <--- Service *** Assurance <--- Service *** Product <--- Satisfaction *** Empathy <--- Service Price <--- Satisfaction B04 <--- Tangibles B03 <--- Tangibles *** B02 <--- Tangibles *** B08 <--- Reliability B07 <--- Reliability *** B06 <--- Reliability *** B05 <--- Reliability *** B12 <--- Responsiveness B11 <--- Responsiveness *** B10 <--- Responsiveness *** B09 <--- Responsiveness *** B15 <--- Assurance B14 <--- Assurance *** B17 <--- Empathy *** B16 <--- Empathy B25 <--- Situational factor B26 <--- Situational *** factor B27 <--- Situational factor ***

10 Path Estimate S.E. C.R. P B28 <--- Situational *** factor B23 <--- Price *** B01 <--- Tangibles *** B22 <--- Price B24 <--- Price *** B20 <--- Product *** B19 <--- Product B20 <--- Product *** B23 <--- Price *** B22 <--- Price B24 <--- Price *** B16 <--- Empathy Note: *** indicated significance was not zero. Table 12. Result of Modified Model Fit Index Evaluation Items Evaluation Index Evaluation Standard Our Values Absolute Fit X2 P>0.05 P=0.0 X2/df < GFI > RMR < RMSEA 0.05~ Incremental Fit AGFI > NFI > CFI > Parsimonious Fit PNFI > PGFI > Situational Factor 0.71*** Satisfaction 0.93*** 0.63*** 0.50*** Service Quality Product Quality Price 0.73*** Responsiveness 0.52*** 0.65*** 0.87*** 0.69*** Note: *** indicated significance was not zero. Reliability Assurance Empathy Tangibles Fig. 4. Path Coefficient after Standardize Modified Model 6. CONCLUSION AND RECOMMENDATION This study utilized questionnaire and SEM to construct Taipei City YouBike user s acceptance and satisfaction. Satisfaction results showed, with a score out of 5, the satisfaction on each YouBike dimension was between 3.5 and 4, indicating the level of satisfaction was on average. Situational factors would positively affect satisfaction and reinforce beautification of peripheral landscape, street shading, and planning of appropriate bicycle lands would also effectively increase user s overall satisfaction. Moreover, since over half of interviewees did not know about the establishment of YouBike and there were only 11 YouBike rental stations, which was far less in scope than the successful cases in foreign countries, broadening its establishment scope and reinforce promotion is highly recommended. In addition, YouBike can only contact the service center by payment, thus this study recommends YouBike should set up free service line so that cyclists can seek assistance through a more convenient channel. For cyclists, bicycle lane planning, road condition, and road will positively affect their satisfaction. However, bicycle lanes and facilities within the areas of implementation are neither perfect nor connected. The areas are also lack of street shading trees, so it is necessary to reinforce bicycle lanes, promote overall road flatness, and plant larger street trees to increase the willingness to use the system and guarantee cycling safety. Furthermore, YouBike parking meter often has bad sensors and poor facility maintenance situations such as bicycles were broken or rental stations did not have enough bicycles. It is recommended to reinforce system maintenance and bicycle management. In addition, according to this study, YouBike can indeed substitute other transportations and help decrease the use of vehicles. Subsequent studies are recommended to research on the substitution effect of YouBike on other means of transportation to, in turn, evaluate its effect on decreasing the amount of air pollution emissions. 7. REFERENCES 7.1 Internet Reference U-bike Official Website: 6 October Kaohsiung City C-bike Official Website: 13 October Vélo'V Official Website (Lyon, France): July Vélib' Official Website (Paris, France): July Citybike Official Website (Copenhagen, Denmark): July Journal Articles and Publications

11 Guan-zhen, Chen (2007), A Study on Visitor s Socio-demographics, Service Quality, and Tourists Satisfaction of Cijin Ocean View Bike Path, National Kaohsiung University of Applied Sciences, Graduate Institute of Tourism Management, Master Thesis Hao-zhen, Qiu (2004), Structural Equation Model - LISREL Theory, Technique and Application. Yeh Yeh Book Gallery. Hao-zhen, Qiu, Fu-xing Wen (2009), Linear Structural Model Analysis-Structural Equation Model and Hierarchical Linear Model. Yeh Yeh Book Gallery. John Pucher and Ralph Buehler(2008), Making Cycling Irresistible: Lessons from The Netherlands, Denmark and Germany, Transport Reviews, Vol. 28, N0. 4, Karel Martens (2004), The bicycle as a feedering mode: experiences from three European countries, Transportation Study Part D 9, pp Karel Martens (2007), Promoting bike-and-ride: The Dutch experience, Transportation Study Part A 41, pp Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry (1988), Communication and Control Processes in the Delivery of Service Quality, Journal of Marking, Vol.52, pp Shu-Mei Yu(2009), A study on choice behavior of public rental bicycle system, A Thesis Submitted to Institute of Traffic & Transportation Collage of Management, National Chiao Tung University Valarie A. Zeithaml, and Leonard L. Berry (2000), Service Marketing - Integrating Customer Focus Across The Firm, McGraw-Hill, New York. Yun-quan, Lai (2007), A Study on Bicycle Path Users Environmental Perception and Leisure, National Chung Cheng University, Graduate Institute of Sport and Leisure Education, Master Thesis