Exploring the Relationships of Green Perceived Value, the Diffusion of Innovations, and the Technology Acceptance Model of Green Transportation

This research investigates the effect of green perceived value, perceived ease of use, and green perceived usefulness on using intentions, and discusses the mediation constructs of perceived ease of use and green perceived usefulness for green transportation consciousness. The objective of this research focuses on how to establish using intentions of green transportation via green perceived value to green perceived usefulness and perceived ease of use based on the technology acceptance model (TAM). This research utilizes the methodology of structural equation modeling to establish the theoretical implications of the empirical results. The findings indicate that green perceived value has no significant influence on using intentions, while green perceived usefulness has more powerfully positive effects, and perceived ease of use has a weak positive effect. Hence a mediation effect of green perceived usefulness exists between using intentions and green perceived value. Moreover, the findings also indicate that the mediation effect of green perceived usefulness has the strongest power to influence using intention. For the diffusion theory of innovations, the early majority was found to be the greatest proportion in the analysis of the diffusion theory’s five adopters. Consequently, governmental institutions should increase their efforts to foster users’ green perceived value and green perceived usefulness so as to enhance the general public’s using intentions for green transportation such as YouBike.