Factors that influence women's loyalty to the use of bicycles and electric scooters from a gender perspective

Abstract

Micro-mobility modalities, such as electric scooters and shared bicycles, have gained popularity as urban transport alternatives due to their contribution to environmental care, ease of use, and convenience. There is a growing interest in understanding the adoption and loyalty towards these services, with special attention to gender differences in their use. Therefore, this study aims to identify the factors that determine loyalty in the use of electric bicycles and scooters among women. To achieve this, a survey was conducted among 254 women residing in the Aburra Valley Metropolitan area, in the Antioquia, Colombia department. An integrated model combining the Theory of Planned Behaviour (TPB) and the Technology Acceptance Model (TAM) was established. The analysis used a Partial Least Squares Structural Equation Model (PLS-SEM). The results validated the structure of the model and revealed that only two factors significantly influence loyalty: perceived green value and perceived enjoyment. Perceived usefulness, perceived control, and subjective norm did not prove to be relevant for loyalty. Additionally, a strong relationship was found between consumer innovativeness and women's perceived green attitude, the latter being a key factor positively affecting perceived green value. This study contributes to the existing literature by providing a deeper understanding of the factors influencing women's loyalty to electric bicycle and scooter use from a gender perspective in an emerging economy.