The Happy Cyclist
The role of instrumental, hedonic and symbolic attributes for e-bicyclists and conventional bicyclists in relation to their commuting, shopping and leisure trip satisfaction
Table of contents
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Introduction
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Research question
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Conceptual model
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Methodology
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Hypotheses
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Results
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Conclusions
Introduction
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In 2018, more new e-bikes were being sold in The Netherlands than new conventional bicycles (RAI
Vereniging, 2019)
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Classic theories focus mostly on the bicycles’ utility, thus treating it as a means to an end (e.g.
St-Louis et al, 2014). Other research found that hedonic attributes are also important (Susilo & Cats,
2014), as well as symbolic attributes, such as a “cyclist identity” (Lois, Moriano, & Rondinella, 2015)
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Lack of insight in difference between perception of these attributes for bicycle and e-bike users in
relation to their trip satisfaction depending on the types of trips they are making (i.e. commuting,
shopping and leisure trips)
Research question
What is the importance of instrumental, hedonic and symbolic attributes of
e-bikes compared to conventional bikes in relation to trip satisfaction for
Methodology
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2x3 mixed-measures design
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Procedure: Introduction → attention check → E-bike or conventional bicycle → definition and
description of commuting, shopping and leisure trip → rating of hedonic, instrumental, symbolic
attributes and pro-environmental identity on different trips → trip satisfaction per type of trip
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Sample: 168 respondents (65.6% female, mean age: 37.37), 41 e-bike users, 127 conventional
bicycle users
Hypotheses
Hypothesis Result
Results
● E-bike users are more satisfied with their commuting, shopping and leisure trips than conventional bicycle users (H1)
● Perception of instrumental attributes is not different for commuting trips than for shopping and leisure trips (H2)
● Difference between perception of hedonic attributes is more important for conventional bicyclists making a leisure trip as opposed to a shopping trip than e-bike users, while for the latter we did not find support (H2.1)
● Symbolic self-identity attributes in relation to commuting trips as opposed to shopping and leisure trips were not perceived more negatively for e-bike users (H2.2), but were perceived more positively for conventional bicyclists (H2.3)
Results
● Instrumental attributes (H4) and hedonic attributes (H4.1) were not more important for explaining trip satisfaction for e-bike users than for conventional bicycle users
Conclusions
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Instrumental and hedonic attributes are most important factors for both e-bike
and conventional bicycle users, across all three types of trips
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Differences between perception of attributes per type are more salient
Academic and practical implications
Academic implications
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Overarching theoretical framework was lacking, while other research has identified attributes that fit
into this. We fit these attributes into a framework. Can be used to further increase understanding
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Deeper understanding of different attributes in relation to trip satisfaction per type of trip.
Instrumental and hedonic attributes are most important for both conventional and e-bike users.
Practical implications
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Marketing managers can use specific attributes per type of trip that increases trip satisfaction in their
marketing materials. Higher success rate is expected when focusing on highlighting instrumental
and hedonic attributes rather than symbolic and pro-environmental identity, but it does depend on
the type of trip
Limitations and future research
● Personal characteristics and preferences are not taken into account, treating every trip equally, which is unlikely in real-life scenarios
● Moderate collinearity was found, therefore individual size of each mediator cannot be interpreted as such
● A third of our participants failed the attention check. Their scores did not differ significantly from those who passed, thus we expected no problems
● Future research could look into what exactly makes people value the instrumental, hedonic and symbolic attributes differently
● We found partial mediation, but future research could look into what other variables/attributes constitute to trip satisfaction
Thank you for your attention!
Sources
Lois, D., Moriano, J.A.,& Rondinella, G. (2015). Cycle commuting intention: A model based on theory of planned behaviour and social identity. Transportation Research Part F, 32,101-113.
RAI Vereniging. Consulted 01-07-2019 via
https://raivereniging.nl/artikel/persberichten/2019-q1/0301-zonnig-2018-stuwt-omzet-fietsbranche-naar-record.html
St‐Louis, E., Manaugh, K., van Lierop, D., & El‐Geneidy, A. (2014). The happy commuter: A comparison of commuter satisfaction across modes. Transportation Research Part F: Traffic Psychology and Behaviour, 26, 160–170.
Susilo, Y., & Cats, O. (2014). Exploring key determinants of travel satisfaction for multi-modal trips by different traveler groups.
