Abstract

This study aims to explain what is and why the operational challenge of bike-sharing companies exits and how it can be overcome for bike-sharing platform companies to achieve the expected outcomes. This study finds that operational challenges exist for these companies because the reciprocity norm is not obeyed by some customers, who immorally damage or displace the bikes; the government, who does not provide subsidies; and investors, who pursue their own agenda; or because there is a lack of coordination between the company’s online and offline operations arising from a lack of technology and expertise. To overcome the operational challenges of bike-sharing platforms, the study identifies two antecedents (i.e. social capital and technology application) that facilitate the operations process of bike-sharing, and in turn affect operational efficiency. Moreover, three types of social exchange (i.e. exchange between the platform and its customers, government and capital organizations) are identified as moderators of the relationship between bike-sharing operations process and operational efficiency. The proposed theoretical model provides an overall framework to assist bike-sharing platform companies to design and operate their business so that they can overcome operational challenges and achieve expected outcomes.

摘要

本研究旨在解释共享单车公司的运营挑战是什么以及为何退出，以及共享单车平台公司如何克服这些挑战以实现预期成果。这项研究发现，这些公司存在运营挑战，因为一些客户不遵守互惠规范，他们不道德地损坏或取代自行车；不提供补贴的政府；和追求自己议程的投资者；或者是因为缺乏技术和专业知识，导致公司线上和线下运营之间缺乏协调。为了克服共享单车平台的运营挑战，研究确定了促进共享单车运营过程的两个前因（即社会资本和技术应用），进而影响运营效率。此外，三种类型的社会交流（即平台与其客户、政府和资本组织之间的交流）被确定为共享单车运营过程与运营效率之间关系的调节者。所提出的理论模型提供了一个整体框架，以帮助共享单车平台公司设计和运营业务，从而克服运营挑战并实现预期成果。