Paper Title
Customers’ Intention of using Public Bicycle System

Abstract
This research investigates interrelationships of factors influencing PBS based on theory of planned behavior (TPB) and technology acceptance model (TAM). The research framework is then analyzed with (1) partial least squares structural equation modeling (PLS-SEM) for exploring path relationships of influential factors of PBS, (2) partial least squares multi-group analysis (PLS-MGA) for elaborating observed heterogeneity, like city and gender, and (3) finite mixture partial least squares (FIMIX-PLS) for unobserved heterogeneity. The Taiwan empirical result shows: (1) Specific factors drawn from TPB and TAM can exert influence and explain, either directly or indirectly, the effect on the behavior intention of using PBS, (2) Factors of habit, environmental concern, and satisfaction with PBS infrastructure, indicate positive effect on behavior intention of using PBS, (3) Heterogeneous analysis reveals that city and gender exert partial moderation effect, and two latent classes can be identified among cyclists. In the end, discussion and implications for future research are given. Keywords - Public Bicycle System, Heterogeneity, Multi-Group, Latent Class.