Helmet Usage Intentions Among Shared E-Moped Riders in China: An Extended Theory of Planned Behavior

E-moped micromobility growth continues globally, and its safety awaits critical attention as its low helmet use rate effectively exposes users, especially the unhelmeted ones, to high chances of head-related injuries. This research aims to explore helmet usage intentions of riders in shared e-mopeds in China via an extended theory of planned behavior (TPB) framework. The results, based on data from 461 respondents, were examined by employing partial least squares structural equation modeling (PLS-SEM). Results indicate that perceived behavioral control (β = 0.243) was the strongest predictor, with subjective norms (β = 0.176) and attitudes (β = 0.113). In extending the TPB model, perceived safety (β = 0.194) and law enforcement (β = 0.102) were also found to have positive impacts, whereas perceived inconvenience (β = -0.168) was discovered to be an obstacle. The results show that adoption intention concerning helmets within the micromobility setting is determined by a combination of psychological, socio-contextual, and functional considerations. Therefore, successful interventions should be multifaceted. Recommendations were made to improve the perceived control of the riders, utilize social influence, support the safety advantages, redesign systems to reduce the inconvenience, and work with law enforcement. The study equips policy-makers and micromobility operators with an evidence base to design specific approaches that enhance rider safety and foster sustainable urban travel.