Factors related to the intention to buy an e-bike: A survey study from Norway

The electric bicycle (e-bike) is a newly emerging transport option that brings several environmental and individual benefits. In order to promote e-bike use, it is important to understand which factors influence the intention to buy an e-bike among the non-users. The main aim of the present study is to examine the role of perceived benefits, barriers, social norms, familiarity with e-bikes and demographic variables for predicting the intention to buy an e-bike in a Norwegian sample. In addition, the study also aims to compare perceived benefits and barriers of e-bike use between e-bike users and non-users. A commercial panel (response rate 42.04%) and a Facebook post were used to collect data from 910 respondents (252 e-bike users, 658 non-users) via an online survey. A hierarchical multiple regression analysis was conducted to investigate the predictors of intentions to buy an e-bike. Results showed that increasing age, higher perceived benefits, both subjective and descriptive norm in favor of e-bikes, and familiarity with e-bikes were positively, whereas perceived barriers related to usability and safety were negatively related with the intention to buy an e-bike. In addition, compared to e-bike users, non-users had lower scores on the benefits related to mobility, symbolic and health aspects of e-bikes and higher scores on the barriers related to usability and safety of e-bikes. Environmental factors, such as poor weather and road conditions, appeared as the strongest barrier against e-bike use for both e-bike users and non-users. (C) 2018 Elsevier Ltd. All rights reserved.