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

Shared car service and demand-responsive public transit are application-based on-demand mobility services which can reduce reliance on passenger cars and rode area share. However, there are a few research to understand on-demand services in commuting transportation in the metropolitan area, which causes astronomical social costs due to traffic congestion. The aim of this study is to investigate the preference for on-demand mobility service in the commuting context in the Seoul metropolitan area. To this end, a pivot stated preference survey was designed. Respondents were asked to choose one of the most preferred transport mode among the three existing mode: passenger car, taxi and public transit and Stated choice experiments were designed using orthogonal design. As a result, 54 hypothetical choice situations were generated and distributed into 9 blocks. The nested logit model was estimated using 3,360 responses (i.e., 6 choices per respondent). People with experience in using shared cars or younger age had a higher preference for on-demand services than passenger cars. In addition, the lower the income, the more likely it is to use taxis and public transportation than passenger cars, and the higher the income, the more likely it is to use one-way shared car service and demand-response service than passenger cars. The value of (in-vehicle) travel time savings, which indicates the resistance to travel time of travellers, was analyzed to be 28,880 (KRW/hour), similar to that of passenger cars, and demand-responsive public transportation was 20,313 (KRW/hour), higher than 15,316 (KRW/hour) of public transportation. The results of this study are expected to contribute to deriving guidelines in terms of operating on-demand mobility services, such as setting criteria for route flexibility of demand responsive transit and establishing marketing strategies for main users.