Influence of the safety technical specification for electric bicycles on consumer purchase behaviour: evidence from social media analysis

Abstract The Safety Technical Specification for Electric Bicycles (GB 17761–2018, China) has been in effect for over six years, yet its influence on consumer purchase behaviour remains unclear. This study examines public perceptions of the specification and its impact on electric bicycle purchase decisions. Using Latent Dirichlet Allocation (LDA) to analyse 20, 971 social media comments, combined with sentiment analysis, a purchase behaviour model was developed. Additionally, 446 valid survey responses were analysed using Partial Least Squares Structural Equation Modelling to identify key influencing factors and their pathways. Bayesian network analysis was then employed to quantify the effects of these factors on purchase behaviour. The results reveal that attitudes and perceived safety are the most significant determinants of electric bicycle purchases. Furthermore, trust, perceived usefulness and face consciousness have a substantial influence on consumer attitudes. Regarding the specification’s impact, the findings suggest that public trust and perception of the regulation positively contribute to purchase behaviour. This research provides a robust framework for understanding the drivers of electric bicycle purchase behaviour, supporting the sustainable and regulated growth of China’s electric bicycle industry.