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Article

Developing Commuters’ Transportation Alternative Choice Model in Seoul Mobility-as-a-Service

서울시 Mobility-as-a-Service 시스템에서의 통근자 교통 대안 선택 모형 구축

Youngseo KIM1
,
Eui-Jin KIM2
,
Dong-Kyu KIM3*
김 영서1
,
김 의진2
,
김 동규3*
1Researcher, Department of Civil and Environmental Engineering, Seoul National University, Seoul 08826, Korea
2Ph.D. Candidate, Department of Civil and Environmental Engineering, Seoul National University, Seoul 08826, Korea
3Associate Professor, Department of Civil and Environmental Engineering, Seoul National University, Seoul 08826, Korea
1서울대학교 건설환경공학부 연구원
2서울대학교 건설환경공학부 박사수료
3서울대학교 건설환경공학부 부교수
* Corresponding Author
31 August 2020. pp. 292-308
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Abstract

Mobility as a service (MaaS), which integrates information of travel modes and its related services into a single platform, has generated considerable recent attention and research interest owing to its convenience. Recently Korean government planned to launch the MaaS which integrates existing and innovative mobility services by providing booking and payment through a single application, thus provides convenient, seamless travel experience to domestic people. Although many researchers anticipate MaaS will bring a shift from car-centric to transit-centric mobility pattern, it is also possible that MaaS increase ridership of fossil-fuel vehicle. Understanding the impact of MaaS on people’s choice behavior beforehand is critical to successfully implement MaaS and to minimize social disorder. Thus, the objective of our research is to investigate user preference to transport alternatives available in the MaaS system. We conducted a stated choice experiment with five alternatives including mode combinations and obtained 1,556 valid samples. We developed two separate nested logit models which can assuage independence of irrelevant alternatives problems. Each model showed satisfying results in that the values of robust r-square were 0.297, 0.310, respectively. Finally, we revealed how socio-economic variables, workplace variables affect the preference of each nested structure. The results of this paper will be helpful to platform operators when building marketing strategies and designing a customized travel mode recommendation system.

Keywords
discrete choice analysis
mobility-as-a-service
multi-modal route
nested logit model
stated preference survey

Mobility-as-a-Service (MaaS)는 다양한 교통수단과 관련 서비스들을 통합한 하나의 플랫폼으로서 이동 편의성을 증진하고 지속 가능한 교통체계로의 변화를 유도할 것이라는 점에서 세계적인 관심을 받고 있다. 최근 한국 정부에서도 MaaS의 국내 도입을 추진 중이며 기존 교통 수단과 혁신 교통수단을 통합한 새로운 대안을 제시하고 간편한 예약 및 결제로 보다 편리하고 완결성 있는 통행을 돕는 어플리케이션 형태의 서비스를 개발 중이다. 다수단 통합 플랫폼인 MaaS는 복합 수단의 활용성을 크게 높여, 차량 중심 교통체제에서 대중교통 중심 교통체제로의 전환을 기대하게끔 하지만 오히려 차량기반 수단 이용률을 높이는 부작용을 야기할 수도 있다. MaaS로 인한 교통 체계의 혼란을 최소화하고 한국형 MaaS를 성공적으로 자리매김하기 위해서는 사용자의 수단 선택 행태를 사전에 이해하고 전략을 수립하는 것이 필수적이다. 따라서 본 연구는 MaaS 시스템 내에서 선택 가능한 교통 대안들에 대한 사용자 선호를 파악하는 것을 목적으로 한다. 수도권 통근자를 대상으로 복합 수단을 포함한 5가지 대안 중 가장 선호하는 통근수단을 선택하는 현시 선호 조사를 수행하였으며 최종적으로 유효한 샘플 1,556개를 얻었다. 설문조사에 포함된 수단들의 대안간 독립성 문제를 완화할 수 있는 두 가지 구조의 네스티드 로짓모형을 추정하고 결과를 분석했다. 추정된 모델들의 적합도를 평가하는 Robust r-square 값은 두 모델 각각 0.297, 0.310로 만족스러운 값을 보였으며 영향변수들의 해석에 있어 높은 일관성을 보여주었다. 본 논문은 최종적으로 이용자의 사회경제적 특성에 따라 달라지는 네스티드 선호를 밝혔으며 이러한 분석 결과는 플랫폼 운영자가 이용자 그룹별 맞춤형 홍보 전략을 수립하거나 수단 및 경로 추천 시스템을 개발할 때 활용할 수 있다.

키워드
이산 선택 모형
MaaS
복합 수단 경로
네스티드로짓모형
현시선호조사
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Information
  • Publisher :Korean Society of Transportation
  • Publisher(Ko) :대한교통학회
  • Journal Title :Journal of Korean Society of Transportation
  • Journal Title(Ko) :대한교통학회지
  • Volume : 38
  • No :4
  • Pages :292-308
  • Received Date : 2020-05-27
  • Revised Date : 2020-06-20
  • Accepted Date : 2020-07-23
  • DOI :https://doi.org/10.7470/jkst.2020.38.4.292
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