The researches on competitive mode choice behavior between electric bike and bike are useful for the analysis and forecasting of traffic mode, non-motorized traffic planning and related policy. With the sampling survey data in Kunming, individuals’ attitude and preference are analyzed based on SP data. The competitive choice model between electric bike and bike based on discrete choice model is established. The impact of latent variables on mode choice behavior between bike and electric bike is measured based on the estimation results. The result shows that the latent variables have significant impact on the choice behavior. The latent variables can be used to improve the performance of the model and to better capture taste heterogeneity.