Bike-sharing, why not? A framework of utility perceptions of BSSs' non-users based on qualitative data

Bike-sharing-systems (BSS) are crucial for reducing carbon emissions in individual transportation and optimizing spatial and mobility efficiency. However, BSSs are not fully utilized, especially as primary means of transportation for daily commutes. Feedback from users has been the main source for evaluating BSSs and determining its utility so far. Research on non-users is lacking, despite their significant portion of the population. Our research addresses this gap by investigating perceptions and usage-barriers of non-users. Our research uses focus group discussions (FGD) with 42 commuting non-users of BSSs conducted in Q4 2022 and Q4 2023. Segmented FGDs are composed based on sociodemographic criteria such as gender (50 %/ 50 %) and family status (children in household yes/no). We identify and categorize non-userś perception and views on BSSs by drawing on expectancy-value theory and means-end-chain theory. We apply deductive and inductive coding, and our results are validated by Krippendorff's alpha. A framework of system attributes and their effects is developed. We identify twelve functional main themes (augmentations of mobility options, app registration and use, bikes and BSS-stations, physical exertion, expenditure of time, connectivity and intermodality) contributing to five specific consequences (social desirability, simplicity of system use, successful path accomplishment, straightforward and non-binding, flexibility and spontaneity, social desirability). Aside from functional drawbacks (e.g. physical exertion, limited connectivity), the primary obstacle for non-users is a dominant convenience of existing mobility options and a lack of information on system use and on beneficial use cases. Our findings suggest a stronger focus on non-user perspectives to identify critical issues to increase attractiveness of BSSs. Practitioners may lower adoption barriers (usage information, app registration, physical exertion, connectivity etc.) and emphasize communication of affective use cases and system benefits. • This research focuses on non-users of bike-sharing systems and supplements scare qualitative data to (non-)usage motives. • Non-users report adequate modes of transportation to solve their mobility needs, but BSSs hold specific potentials. • BSSs' flaws and poor understanding hinder confidence in its usability.