Allem Jon-Patrick, Majmundar Anuja
Keck School of Medicine, University of Southern California, Los Angeles, CA, USA.
Prev Med Rep. 2018 Nov 23;13:62-63. doi: 10.1016/j.pmedr.2018.11.013. eCollection 2019 Mar.
Electric scooter (e-scooter) companies are growing in popularity across the United States looking to take advantage of the rideshare economy by providing an independent alternative to cars and bicycles. While e-scooter transportation could reduce emissions, and automobile congestion in local areas, powered two-wheeler drivers are extremely vulnerable to road risks. News reports of e-scooter crashes and fatalities have started to accumulate. Earlier research has demonstrated that the ways in which companies promote and demonstrate use of their product or service through social media influences consumer behavior. In the U.S. in 2018, this study examined the official Instagram account of Bird, the e-scooter market share leader with over 66,000 followers, to determine how much it emphasized safety in its posts. All posts to Bird's official Instagram account were collected from 22 September 2017 to 9 November 2018 (n = 324) and rules for coding content were developed. Among all posts, 69.14% contained a person visible with a Bird e-scooter, 6.17% contained persons wearing protective gear, 6.79% had protective gear somewhere in the post, and 1.54% of posts mentioned protective gear in the comment box. About 69.44% of the posts were reposts, and among reposts, 7.11% had persons wearing protective gear. Posts to Bird's official Instagram rarely showed e-scooters being used with protective gear. Photos of customers' experiences with Bird, via reposts, rarely featured protective gear potentially normalizing these behaviors among customers. Public health practitioners may need to establish interventions to promote use of protective gear while operating escooters.
电动滑板车（e-scooter）公司在美国越来越受欢迎，它们希望通过提供一种独立于汽车和自行车的出行方式来利用共享出行经济。虽然电动滑板车交通可以减少排放和当地的汽车拥堵，但电动两轮车驾驶者极易受到道路风险的影响。关于电动滑板车撞车事故和死亡的新闻报道开始增多。早期研究表明，公司通过社交媒体推广和展示其产品或服务的方式会影响消费者行为。2018年在美国，本研究调查了电动滑板车市场份额领先者Bird的官方Instagram账户，该账户有超过66000名关注者，以确定其在帖子中对安全的强调程度。收集了2017年9月22日至2018年11月9日Bird官方Instagram账户的所有帖子（n = 324），并制定了内容编码规则。在所有帖子中，69.14%包含可见的骑Bird电动滑板车的人，6.17%包含佩戴防护装备的人，6.79%的帖子在某处有防护装备，1.54%的帖子在评论框中提到了防护装备。约69.44%的帖子是转发，在转发中，7.11%有佩戴防护装备的人。Bird官方Instagram的帖子很少展示使用防护装备的电动滑板车。通过转发展示的客户使用Bird的体验照片很少有防护装备，这可能会使这些行为在客户中常态化。公共卫生从业者可能需要制定干预措施，以促进在骑电动滑板车时使用防护装备。
