27 Mar
2023
Willingness to use application-based taxi pooling services: Impacts of fare, route matching, detour time, and waiting time
The rapid development of information technology and smartphone applications has introduced new and unique transportation services. This article introduces one of these recently established systems in South Korea, called application-based taxi pooling service (ATPS). The service differs from regular ridesharing in that the participating drivers are already registered taxi drivers. This study aims to investigate users’ willingness to use ATPS from the perspective of service attributes during the morning commute time and late-night. For this, a discrete choice experiment survey was conducted over one week in 2019, targeting 1,000 Seoul citizens who used taxis at least once over the past month. As a methodology, mixed-effect logistic regression modeling is used to jointly predict users’ behavioral processes of ATPS adoption for different choice experiments constructed based on the combination of four service attributes: fare, route matching degree, detour time, and waiting time. The estimated models revealed the dynamic impacts of all four service attributes on the acceptance of ATPS, which vary depending on the time of the day. In particular, the impacts of discounted fare were almost zero during late-night, and users brought higher value to the waiting and detour times. Users’ conventional taxi use experience and personal preferences were also found to be important elements in the acceptance of ATPS. The findings of this study will provide reasonable guidelines for the deployment of ridesharing services in car-dominant cities where citizens have not yet been introduced to the concept of ATPSs.