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Free-floating carsharing users' willingness-to-pay/accept for logistics management mechanisms
Chenyang Wu1, Scott Le Vine1,2, Sandra Philips3
1Urban Systems Laboratory, Centre for Transport Studies, Department of Civil & Environmental Engineering, Imperial College London, United Kingdom.
Travel Behaviour & Society
|August 25, 2020
Summary
Customers are willing to use incentives for free-floating carsharing (FFCS) relocation, with alternate drop-offs most popular. User experience, especially vehicle unavailability, strongly influences willingness to participate in relocation strategies.
Area of Science:
- Transportation Science
- Urban Mobility
- Behavioral Economics
Background:
- Free-floating carsharing (FFCS) systems face challenges with vehicle stock imbalances due to spatio-temporal flexibility.
- Fleet redistribution is crucial for operational efficiency and user satisfaction.
- Incentivizing users for vehicle relocation is a key strategy to manage fleet distribution.
Purpose of the Study:
- To determine customer preferences for four distinct incentivization mechanisms for vehicle relocation in FFCS.
- To quantify willingness-to-pay/accept (WTP/WTA) for each incentive type.
- To identify factors influencing user WTP/WTA for relocation incentives.
Main Methods:
- A survey of 311 FFCS users in Vancouver and Washington D.C. was conducted in September 2017.
- Willingness-to-pay/accept (WTP/WTA) was quantified for four incentivization mechanisms: vehicle delivery, paid relocation, and alternate pick-up/drop-off locations.
- Regression analysis and k-means cluster analysis were employed to analyze user preferences and identify user segments.
Main Results:
- A majority of users showed positive attitudes towards all four incentivization mechanisms.
- Alternate drop-off locations had the highest user acceptance (57%), while paid relocation had the lowest (40%).
- User experience, particularly the frequency of vehicle unavailability, was a stronger predictor of WTP/WTA than socio-demographic factors. Age influenced WTP/WTA for specific incentives.
Conclusions:
- FFCS users are generally receptive to incentivized relocation schemes, indicating potential for managing fleet imbalances.
- User experience and perceived vehicle availability are critical drivers for participation in relocation programs.
- Targeted incentive design, considering user demographics like age, may enhance the effectiveness of relocation strategies.
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