Adoption of speed pedelecs as a commuting vehicle: Investigating the influence of a test period

Abstract

The rising registration numbers show that speed pedelecs are being adopted in Flanders, Belgium. A speed pedelec (SP), i.e. a fast electric bicycle with a maximum pedal-assisted speed of 45 km/h and a maximum continuous rated motor power of 4 kW, is a good alternative to cars as a commuting vehicle for certain distances. Qualitative studies identified the existing motivations for this uptake, but a model describing the specific factors driving this adoption, linked to empirical validation, is missing. This paper suggests a new SP adoption model based on several existing adoption theories and tests the theory through an experimental trial with a pre-test and post-test measurement. The study reveals that attitude formation is influenced by several factors, including Trust, Result Demonstrability, Design, Relative Advantage and Ease of Use before the test period. After the test period, however, the set of influencing factors narrows, with only Design and Ease of Use remaining significant predictors of attitude formation. This indicates that the test period not only reinforces certain perceptions but also filters out less impactful attributes, concentrating participants’ attitudes around the usability and design of the speed pedelec. The findings confirm that attitude formation towards speed pedelecs is instrumental in driving the intention to adopt them as commuting vehicles, with the test period playing a key role in reshaping perceptions. These insights are valuable for marketers and policymakers aiming to encourage active mobility, highlighting the importance of emphasising specific characteristics like design and usability to potential adopters.