Effect of Personal Attitudes and Satisfaction with Public Transportation on Stated Preference of Automated Mobility on-Demand

Jaehyung Lee; Jinhee Kim; Jin-Hyuk Chung

doi:10.7470/jkst.2022.40.1.081

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2022 Vol.40, Issue 1 Preview Page Next Page

Article

Effect of Personal Attitudes and Satisfaction with Public Transportation on Stated Preference of Automated Mobility on-Demand 개인 성향과 대중교통 만족도가 자율주행 수요대응 대중교통 잠재선호에 미치는 영향에 관한 연구

28 February 2022. pp. 81-98

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Abstract

Autonomous driving technologies have developed remarkably and are expected to be commercialized soon. From the perspective of public transportation operation, the introduction of autonomous driving technologies incur a lot of costs such as vehicle purchase and autonomous driving assistance infrastructure, but the total cost is low in the long run because it can reduce operating costs such as driver labor costs, fuel costs, and insurance costs. Therefore, autonomous driving technologies are highly likely to be provided to consumers in combination with various mobility services. In other words, it is reasonable to view the development of autonomous driving technology and new mobility services as one service rather than separately. This study focuses on automated on-demand transit among transformative mobility services and aims to investigate the variation preference of transport modes between people when automated on-demand transit is widely used and mixed existing with transport modes. To this end, stated choice experiments were designed choosing one transport mode among bus, taxi, passenger car, and automated on-demand mobility by an efficient design using modified Federov algorithms. 36 choice situations were generated and distributed into nine blocks. A random block, which is composed of four hypothetical situations, was provided to respondents. Using the collected data via the experiment, a mixed logit model was estimated to account for the panel structure of the data. In order to observe the difference in mode preference by users, socio-economic attributes, public transport satisfaction, and attitudinal factors were employed as a variable in the mixed logit model. The result shows that those who are higher education levels and income are more likely to utilize automated on-demand transit than a bus. It may suggest that the mode preference varies over socio-economic attributes. In addition, those who are satisfied with the travel environment of public transportation prefer automated on-demand mobility compared to a passenger car. In terms of attitudinal factors, those who like driving prefer taxi or bus compared to automated on-demand mobility.

Keywords

automated on-demand service

latent variable

mixed logit model

public transit satisfaction

stated preference

현재 자율주행 기술은 눈에 띄게 발전하여 머지않아 상용화될 것으로 기대된다. 대중교통 운영의 관점에서 자율주행 기술 도입은 차량 구매비, 자율주행 보조 인프라 구축 등 초기 비용은 많이 발생하지만, 운전자 인건비나 유류비, 보험료 등 운영비를 줄일 수 있어 장기적으로는 비용이 적게 든다. 따라서, 자율주행 기술은 다양한 모빌리티 서비스와 결합하여 소비자에게 제공될 가능성이 크다. 즉, 자율주행 기술 발전과 새로운 모빌리티 서비스를 별도로 보기보다는 자율주행 모빌리티 서비스라는, 하나의 서비스로 보는 것이 타당하다. 본 연구는 자율주행 대중교통 서비스 중에서 자율주행 수요대응형 서비스에 주목하여, 자율주행 수요대응 대중교통이 기존 대중교통과 혼재되었을 때 이용자별로 수단 선호도의 차이를 살펴보고자 한다. 이를 위해 기존 교통수단인 버스, 택시, 승용차와 자율주행 수요대응 서비스 중에서 하나의 수단을 선택하는 가상 선택 실험을 설계하였다. 가상 선택 실험은 modified Federov 알고리즘을 사용하여 D-error를 최소화하는 Efficient design 방법으로 설계되었다. 36개의 선택 상황이 생성되었으며 9개의 구역으로 선택 상황을 분배하였다. 이용자는 임의의 한 구역의 4개의 가상 선택 실험에 응답하였다. 수집된 자료를 사용하여 자료의 패널 구조를 고려한 혼합 로짓 모형을 추정하였다. 이용자별로 수단 선호 차이를 알아보기 위해 사회 ‧ 경제적 속성과 현재 대중교통 만족도와 개인의 성향을 요인 분석으로 변수화하여 혼합 로짓 모형에 추가하였다. 교육 수준과 소득이 높을수록 버스보다는 자율주행 수요대응을, 소득이 상대적으로 낮거나 차량을 보유한 경우 택시보다는 자율주행 수요대응을, 교육 수준이 상대적으로 높고 차량을 보유하지 않은 경우 자율주행 수요대응을 선호하는 경향을 발견하는 등 이용자의 사회 ‧ 경제적 속성에 따른 선호도 차이를 확인할 수 있었다. 또한, 현재 대중교통의 통행 환경에 만족할수록 승용차 대신 자율주행 수요대응을 선호하는 경향이 있었으며, 운전을 선호하지 않을수록 택시와 승용차보다는 자율주행 수요대응을, 대중교통 우선도가 높을수록 버스, 자율주행 수요대응, 택시 순으로 선호하는 경향을 밝혀내는 등 응답자의 대중교통 만족도나 개인 성향에 따른 선호도 차이 또한 확인할 수 있었다.

키워드

자율주행 수요대응 서비스

잠재 변수

혼합 로짓 모형

대중교통 만족도

잠재선호

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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 : 40
No :1
Pages :81-98
Received Date : 2021-11-29
Revised Date : 2021-12-08
Accepted Date : 2021-12-12
DOI :https://doi.org/10.7470/jkst.2022.40.1.081

Journal of Korean Society of Transportation ISSN:1229-1366(Print) 2234-4217(Online) 대한교통학회지

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