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Understanding ride-sourcing drivers' behaviour and preferences: Insights from focus groups analysis.

Peyman Ashkrof1, Gonçalo Homem de Almeida Correia1, Oded Cats1

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Understanding ride-sourcing driver behavior is crucial for platform retention. Key decisions like ride acceptance and work hours are influenced by platform strategies, driver characteristics, and external factors, with flexibility being a major draw but system drawbacks causing concern.

Keywords:
Driver's BehaviourQualitative ResearchRide-sourcingShared MobilityTransport Network Companies

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Area of Science:

  • Transportation Science
  • Mobility Studies
  • Human-Computer Interaction

Background:

  • Ride-sourcing has emerged as a disruptive force in transportation, central to the shared mobility era.
  • The relationship between ride-sourcing platforms and their drivers is often strained, necessitating a deeper understanding of driver behavior.
  • Drivers function as both chauffeurs and fleet owners, making critical operational decisions impacting the wider transport system.

Purpose of the Study:

  • To investigate ride-sourcing drivers' opinions on system functionalities and their interactions with platforms.
  • To identify factors influencing key driver decisions, including ride acceptance, relocation, and work scheduling.
  • To develop a conceptual model explaining the interplay between driver decisions and influencing factors.

Main Methods:

  • Conducted a series of focus groups with ride-sourcing drivers in the Netherlands.
  • Gathered insights into drivers' perceptions of platform functionalities and desired system changes.
  • Analyzed qualitative data to identify patterns in driver decision-making.

Main Results:

  • Driver decisions are influenced by a complex interplay of platform strategies, driver attributes (part-time/full-time, experience level), rider characteristics, and external factors.
  • Flexibility and freedom are primary motivators for drivers joining ride-sourcing platforms.
  • Key drawbacks identified include an unfair reputation system, navigation algorithm issues, high competition, a passenger-centric platform, high commission fees, and misleading guidance.

Conclusions:

  • Driver behavior in ride-sourcing is multifaceted, influenced by both intrinsic motivations and platform-related challenges.
  • Addressing system drawbacks is essential for improving driver satisfaction and retention in the competitive ride-sourcing market.
  • The proposed conceptual model provides a framework for understanding and potentially optimizing driver operational and tactical decisions.