Incorporating habitual behavior into Mode choice Modeling in light of emerging mobility services

Document Type

Journal Article

Publication Date

2020

Subject Area

planning - promotion, planning - surveys, ridership - behaviour, ridership - mode choice, ridership - modelling

Keywords

Emerging mobility, Ridesourcing, Stated-preference survey, Error component model, Habitual behavior, Mobility auxiliary expenses

Abstract

This paper presents a study in examining potential behavioral changes in light of emerging mobility options through a stated preference (SP) choice experiment. Particular focus was placed on incorporating habitual behavior into the modeling framework. Two parameters were constructed and explored in this study: habits associated with existing modes, and private mobility auxiliary expenses. A heuristic combined index was developed to quantify habitual strength of each mode based on their past behavior frequency and response frequency measures. Private mobility add-on expenses, i.e., parking cost and the time spent to find parking, were also analyzed. An error component model was developed to assess the impacts of habitual behavior and private mobility expenses on the propensity to shift from conventional modes (Auto driver, auto passenger, or public transit) to emerging modes (exclusive and shared on-demand services). The model was specifically designed to incorporate both random parameters and nested structure. Results showed that both parameters played significant roles in mobility choice decisions, and that their effects can compete with most of the traditional factors such as personal or trip attributes. Specifically, habits acted as a barrier toward behavioral changes, while the disutility factors associated with private mobility expenses could help break such habits. Market analysis based on habitual pattern and private mobility expense profiles can provide a foundation for better assessment of future travel behavior trends. This also paves the path towards the development of effective strategies in promoting alternative mobility options.

Rights

Permission to publish the abstract has been given by Elsevier, copyright remains with them.

Comments

Sustainable Cities and Society

http://www.sciencedirect.com/science/journal/22106707

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