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Shared Micro-mobility Adoption: A Qualitative Investigation of User

Motives for Electric Scooters and E-Bicycles

Khouloud Gammoudi

, Kaouther Saied Benrached

PhD in Marketing Faculty of Economic and Management of Tunis Research Laboratory: Business and

Marketing Research (ERMA)

University Professor Faculty of Economic and Management of Tunis Research Laboratory: Business

and Marketing Research (ERMA)

*Corresponding Author

DOI: https://dx.doi.org/10.47772/IJRISS.2025.91100093

Received: 20 November 2025; Accepted: 26 November 2025; Published: 01 December 2025

ABSTRACT

In response to environmental challenges and increasing urban congestion, micro-mobility emerges as a

sustainable solution for short-distance urban travel. It reduces the carbon footprint while offering speed and

flexibility. This study investigates user motivations for adopting electric bicycles and electric scooters based on

21 semi-structured interviews. The results reveal four key motivations: utilitarian (practicality and time savings),

environmental (reducing ecological impact), hedonic (enjoyment and travel comfort), and social (peer influence

and social image). The adoption of micro-mobility extends beyond mere practical function; it reflects a

considered choice that combines efficiency, ecological responsibility, and social valuation. These findings

identify the determining factors for supporting the expansion of these transport modes and offer strategic

guidance for designing urban policies and innovative, sustainable mobility solutions tailored to the actual needs

of users.

Keywords: shared micro-mobility – electric bicycles and scooters – motivations – usage .

INTRODUCTION

Cities worldwide face increasing urban congestion, driven by rapid urbanization and a continuous rise in the

number of private vehicles. This situation leads to frequent delays, heightened air pollution, noise disturbances,

and considerable pressure on transport infrastructure (Cheng., 2024). Confronted with this urgency, rethinking

urban mobility is no longer an option but an absolute necessity to ensure sustainable and livable cities (Kalašová

& Čulík., 2023). In this context, micro-mobility presents itself as an innovative and promising solution. It

encompasses lightweight transport modes such as bicycles, electric scooters, and other micro-vehicles, whether

privately owned or shared. These new forms of urban mobility enable rapid, flexible travel suited for

shortdistance trips and contribute to reducing dependence on private cars and the ecological footprint of cities

(Kazemzadeh & Ronchi, 2022). Their growth is accompanied by significant technological advances, particularly

the development of connected rental systems and smart applications that facilitate the management and

optimization of travel.

In Tunisia, micro-mobility is developing progressively, but through modalities distinct from those observed in

European countries. In Europe, the use of light vehicles such as electric scooters or bicycles relies on digital

platforms that facilitate geolocation, reservation, and instant unlocking via a mobile application. The Tunisian

model, however, remains largely based on a centralized approach. In practice, users must go to a rental point or

physical store to rent the scooter or bicycle and then return it to the same location at the end of their journey.

Although numerous studies have already analyzed the impact of shared micro-mobility (electric bicycles,

scooters, and mopeds) on the environment in developed countries, the phenomenon remains emergent in Tunisia.

INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XI November 2025

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This underscores the importance of the present study for better understanding user behaviors within this specific

context. Against this backdrop, the current research examines the determinants for adopting shared

micromobility, specifically the use of shared electric bicycles and scooters by Tunisians. It aims to answer the

following question: What factors motivate individuals to adopt and use shared electric bicycles and scooters?

The objective is to understand the motivations guiding the choice of these transport modes and the levers likely

to foster their integration into daily mobility. To achieve this, a qualitative study, based on semi-structured

interviews with users, will be adopted. This methodology will enable a deep understanding of the motivations

for using electric bicycles and scooters and provide concrete pathways to encourage regular and environmentally

respectful usage.

LITERATURE REVIEW

The Sharing Economy and Shared Micro-Mobility

The sharing economy constitutes a genuine paradigm shift from traditional models based on the ownership of

goods (Schlagwein et al., 2020). It promotes the utilization of underused resources and transforms sometimes

idle assets into collective services capable of meeting an immediate need (Felländer et al., 2015). The principle

of sharing applies to several domains, such as accommodation (Airbnb), vehicles (car-sharing, ride-sharing), and

material goods (tools, DIY, or electronic equipment), and has more recently expanded to urban mobility with

micro-mobility.

Shared micro-mobility now represents one of the major innovations in urban transport. It refers to the collective

use of lightweight, low-speed vehicles such as bicycles, scooters, and mopeds, which allow users to travel

without assuming the costs and constraints associated with individual ownership (Cohen & Shaheen., 2018).

These micro-vehicles, typically weighing less than 350 kg and limited to 45 km/h, offer multiple advantages,

particularly in terms of flexibility, rapid access, efficiency, noise reduction, and limited use of urban space

(Yanocha & Allan., 2019). From this perspective, free-floating electric bicycle and scooter services are fully

aligned with the growing dynamic of the sharing economy applied to mobility. They constitute a recent evolution

of shared mobility systems, extending and enriching the experiences of car-sharing and bike-sharing developed

in recent years (Weschke., 2022). Their massive deployment in many major cities across America, Europe, and

Asia reflects their strategic role in contemporary transport networks. These solutions are particularly well-suited

to addressing first- and last-mile travel needs. This refers to trips between home or workplace and public transport

stops, areas often difficult to access by conventional vehicles, and they help facilitate access to collective

transport in areas often poorly served by traditional vehicles (Tzouras., 2025).

Behavior related to the use of free-floating electric bicycles and scooters remains largely dependent on individual

perceptions, local constraints, and the socio-cultural specificities unique to each territory. These observations

justify the implementation of an in-depth empirical investigation to identify the factors that structure the daily

use of these solutions. It is within this perspective that the present methodological approach, detailed below, is

situated.

METHODOLOGY

To address the research objective and understand user motivations for shared electric bicycles and scooters, an

exploratory qualitative study was conducted with a sample of 21 users of free-floating electric scooters and

bicycles. The participants, aged 17 to 42, consisted of 11 men and 10 women from diverse professional

backgrounds, which enabled the collection of a variety of perspectives and usage patterns. Semi-structured

interviews served as the data collection tool, allowing the discussion to be guided around predefined themes

while giving participants the freedom to express their perceptions and motivations. The interview guide (Table

1) was structured around three main areas: travel habits, motivations regarding shared micro-mobility, and usage

behavior.

A preliminary syntactic analysis of the corpus was performed to examine the structure of the respondents’

discourse. This step, based on a careful reading of the verbatim transcripts, enabled the identification of recurrent

INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XI November 2025

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expressions, discursive oppositions, and initial linguistic patterns (Delacroix et al., 2021). It constituted an

essential preparatory phase prior to the thematic analysis, providing an initial understanding of how individuals

construct and articulate their discourse concerning their micro-mobility practices and perceptions.

To analyze the collected data, a thematic content analysis was employed, in accordance with the methodological

recommendations of Thiétart (2025). This technique facilitated the identification and grouping of recurring ideas

within the discourse. The themes retained for analysis were those mentioned at least twice by the respondents.

Table 1: The Interview Guide

Theme

Objectives

Questions

Travel Habits

To understand the

respondents’ general mobility

context.

Can you tell me about your daily moiblity habits?

Which means of transport do you use most frequently?

In which situations do you choose an electric scooter or

bicycle?

Usage

Motivations

To explore the full range of

motivations that lead users to

adopt these transport modes.

What motivates you to use an electric scooter or bicycle rather

than another means of transport?

What do you like or find appealing about this mode of travel?

What does using this type of transport represent for you?

What do you feel when you use them?

Why do you continue to use them today?

Comportement

d’usage

To understand the

respondents’ current usage

behavior, their intention to

continue using electric

scooters or bicycles, and their

willingness to recommend

these transport modes to

others.

How frequently do you currently use an electric scooter or

bicycle?

In which situations or for what types of trips do you use them

most often?

Do you plan to continue using them in the future? Why or why

not?

Would you recommend the use of an electric scooter or

bicycle to other people? Why?

The interviews were conducted in person and lasted an average of 25 to 40 minutes. All interviews were recorded

with the prior consent of the participants and subsequently transcribed in full to ensure a rigorous analysis of the

discourse. The data analysis relied on a thematic analysis method, which involves identifying, coding, and

grouping recurrent ideas into conceptual categories. This approach enabled the emergence of the explanatory

factors that influence the adoption of shared mobility.

RESULTS

The analysis of interviews conducted with 21 users highlighted several key factors influencing the use of shared

micro-mobility services. These results reflect an evolution in mobility behaviors, characterized by a search for

practicality, accessibility, and flexibility, alongside a growing commitment to more sustainable and

environmentally responsible transport solutions.

Utilitarian Motivation: Time Savings and Practicality

Users indicated that electric scooters and bicycles enable them to travel quickly and without physical exertion

for daily trips, such as grocery shopping or accessing nearby services. This flexibility makes urban transport

more practical and better suited to immediate needs. As explained by Mohamed, age 22: “I rent the scooter to

do all my shopping in one trip, at the supermarket or the pharmacy, and I also get to let off a little steam; it’s

much simpler and more pleasant than taking the car.” For him, as for many users, these transport modes offer

time savings, allowing them to avoid traffic and the constraints associated with parking, and to complete multiple

tasks in a single journey. Daily commutes thereby become faster, simpler, and more efficient.

INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

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Users appreciate the freedom to travel at their own pace, choosing their own route and departure time. This

autonomy allows them to organize their trips according to their personal needs and daily contingencies, without

relying on buses or taxis. As Houda (age 26) emphasizes: “I like being able to leave whenever I want and take

the fastest route, without having to wait for a bus or chase after a taxi.” According to users, this independence

makes daily mobility less stressful and more enjoyable. The simple ability to decide one’s own route provides a

sense of control and comfort that transforms an ordinary trip into a fluid and personalized experience. It is this

simple ,yet valuable freedom that encourages users to regularly choose shared electric bicycles or scooters.

Hedonic Motivation

The interviews reveal that the use of electric scooters and bicycles extends beyond mere transportation to become

an experience that is a source of pleasure and well-being. These transport modes help reduce daily stress and

integrate light physical activity into daily commutes. This combination makes mobility a solution that is

simultaneously practical, enjoyable, and beneficial for health. Participants describe these trips as freer and more

dynamic than those made using traditional transport. According to Salma: “Using the electric bike relaxes me

and allows me to get a bit of exercise during my city commutes,” while Ahmed states: “Riding a scooter is

practical, it lets me blow off steam and makes my trips more pleasant.” For Mehdi (age 20), “A short daily ride

on a scooter with my friends allows me to get around, enjoy the city, and relax at the same time.” The hedonic

dimension associated with using these services appears as a key factor in their adoption, transforming daily

commutes into more stimulating and enjoyable moments.

Environmental and Ethical Motivation

Environmental awareness emerged as one of the fundamental factors for using shared electric scooters and

bicycles. Several users stated a desire to reduce their personal carbon footprint and contribute to the fight against

pollution and global warming. Sami (age 39) illustrates this point by declaring: “I try to limit my car trips to

favor more ecological alternatives.” This ecological sensitivity is accompanied by an adherence to the logic of

the circular economy, where sharing a single vehicle among multiple users is perceived as a responsible act. As

Selim (age 35) emphasizes: “Using shared vehicles helps optimize available resources and reduce waste.”

Finally, some users integrate this shared mobility into a sustainable lifestyle, combining ecological practices with

urban travel. Maher confirms: “I rent an electric bicycle at least once a week because it aligns with my

sustainable lifestyle and my ecological choices.”

Social Motivation

During the interviews, participants mentioned that the use of shared electric scooters and bicycles is not limited

to practical aspects. For several of them, these transport modes also, allow them to affirm their belonging to a

modern, connected urban generation that is open to new ways of living. As Manel (age 17) indicates: “When I

rent a scooter, it’s also to show that I am part of a generation that lives differently in the city and adopts

innovative practices.” This social motivation fits within a contemporary perspective of collaborative

consumption and the sharing economy, where the adoption of micro-mobility transcends a purely utilitarian

function. It offers users a means to express their identity, position themselves within a modern urban community,

and participate in innovative and shared practices.

Managerial Implications

The findings of this study enable the proposal of concrete recommendations to strengthen the development of

shared micro-mobility in Tunisia, for both public authorities and service operators. Public authorities can foster

this evolution by implementing suitable public policies, clear regulatory frameworks, and incentives for the

adoption of sustainable transport modes.

For electric scooter and bicycle service managers, opportunities lie in optimizing vehicle accessibility and

availability, as well as in enhancing the user experience through innovative digital solutions. These include

booking applications, real-time tracking, flexible pricing offers, and personalized services. Furthermore,

INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

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communication and awareness campaigns can highlight the environmental and practical benefits of these

transport modes, thereby encouraging regular use. By combining these initiatives, public and private

stakeholders can establish shared micro-mobility as a central pillar of a modern, sustainable, and efficient urban

mobility system, capable of addressing the environmental and socio-economic challenges faced by cities.

CONCLUSION

This study has illuminated the motivations underlying the use of shared electric bicycles and scooters and offers

perspectives for developing strategies that promote the use of these innovative transport modes. A qualitative

study involving 21 users identified that the primary motivations are utilitarian, hedonic, social, and

environmental. These results demonstrate that the adoption of these mobility modes is not limited to functional

needs but is also embedded in personal, social, and sustainable considerations. The findings offer pathways for

developing strategies and policies aimed at encouraging regular, sustainable, and environmentally respectful

usage.

Despite its contributions, this study has certain limitations. It is based on a limited qualitative sample, which

restricts the generalizability of the results to the entire population of shared electric scooter and bicycle users.

Furthermore, the collected data reflect motivations at a single point in time, preventing an understanding of their

evolution over the long term.

To strengthen these findings, it would be pertinent to conduct longitudinal research to track the evolution of

motivations and behaviors over the long term, alongside quantitative studies to measure the relative importance

of different motivations and to generalize the conclusions. Such work would contribute to a better identification

of the levers capable of fostering regular, sustainable, and environmentally respectful usage. In particular, it

would provide important strategic recommendations for urban policymakers and micro-mobility operators

seeking to promote alternative, efficient, and ecological transport modes.

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ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XI November 2025

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APPENDICES

Appendix 1:

Table : Example of the Lexical Analysis of Usage Motivations for Micro-Mobility Among Users

Interview

Gender

Age

SocioProfessional