Abstract: In order to explore the spreading mechanism of shared bicycles and the theoretical root reason why shared bicycles are not used as they are supposed to, this paper, based on both theory and reality, studies the psychological process underlying the normative use of an increasing number of shared bicycles. We propose four factors:subjective norms, social models, social norms and tolerance to anomalies, which have direct or indirect effects on the normative behavior of shared bicycles. Through the test of the direct effect, the moderating effect and the test of triple interaction effect, the conclusion is drawn as follows:subjective norms and social models are important influencing factors of normative behaviors of shared bicycles; the role of government-led social norms and company-led tolerance to anomalies in shared bicycles is limited; and social models play an important transfer and model role in the normative behavior of shared bicycles. Finally, we discuss the theoretical contribution of the study, and put forward a few specific recommendations for managers to take effective intervention measures.

Key words: shared bicycles, subjective norms, social models, behavior of normative use