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2023 Vol.41, Issue 5 Preview Page

Article

A Study of Automated Mobility-on-Demand Service Acceptance Rate Based on Stated Preference Survey

잠재선호 조사를 이용한 자율주행 수요대응형 대중교통 서비스 수락률에 관한 연구

Juhyoun YOUM1
,
Jeahyung LEE1
,
Jin-Hyuk CHUNG2
,
Jinhee KIM3*
염 주현1
,
이 재형1
,
정 진혁2
,
김 진희3*
1Researcher, Department of Urban Planning and Engineering, Yonsei University, Seoul 03722, Korea
2Professor, Department of Urban Planning and Engineering, Yonsei University, Seoul 03722, Korea
3Associate Professor, Department of Urban Planning and Engineering, Yonsei University, Seoul 03722, Korea
1연세대학교 도시공학과 석박사통합과정
2연세대학교 도시공학과 교수
3연세대학교 도시공학과 부교수
*Corresponding Author
31 October 2023. pp. 538-551
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Abstract

In the recent years, the growing interest in autonomous public transportation services is driven by advancements in real-time big data processing technology and the need to accommodate diverse user travel demands. Previous research of On-demand services has primarily focused on optimizing service and establishing dispatch algorithms from an operational perspective. In contrast, this study aims to investigate the impact of travel information provided upon user request on service acceptance for the user perspective. To achieve this, an efficient design method was employed to design a choice experiment involving two service alternatives and a reject option across three distances (5km, 10km, 15km). The alternative attributes included fare, dispatch time, access time to vehicle, and the range of in-vehicle time, categorized into four levels. Each distance scenario comprised 32 choice situations distributed across 8 blocks. Respondents participated in 12 virtual experimental choice situations. The study estimated service acceptance rates through mixed logit model based on utility maximization theory. Additionally, the study investigated the impact of interaction variables of the minimum in-vehicle time, encompassing three time components (dispatch time, access time, rage of additional in-vehicle time) within the utility function of the autonomous public transportation on-demand service alternatives. The findings revealed that fare, access time to vehicle and the range of additional in-vehicle travel time, significantly affect acceptance rates, while vehicle dispatch time had no statistical significance. Furthermore, the positive coefficient for interaction variable of access time indicates increased sensitivity of acceptance rates to longer travel times for the same access time. Conversely, the negative coefficients for the additional in-vehicle time range suggest that both absolute and relative increases in in-vehicle travel time can reduce service acceptance rates.

Keywords
acceptance rate
autonomous public transportation on-demand service
mixed logit model
stated preference
travel time

최근 실시간 빅데이터 처리 기술이 발전하고 다원화된 이용자의 통행 수요를 충족시키기 위하여 자율주행 수요대응형 대중교통 서비스에 대한 관심이 증가하고 있다. 한편 지금까지의 수요대응형 서비스 연구에서는 운영자 관점에서 서비스를 효율화하고 최적의 공급 기준을 마련하여 서비스를 정착시키는데 초점을 맞추고 있다. 따라서 본 연구에서는 “선호출 후수락”의 수요대응형 서비스 형태에 초점을 맞추어 이용자가 호출 시 제공받는 통행정보가 서비스 수락에 미치는 영향을 분석하고자 한다. 이를 위하여 Efficient design 방법을 활용하여 3가지 거리별(5km, 10km, 15km)에 따른 두 가지 서비스 대안과 수락 거절 대안으로 잠재선호 선택실험 문항을 설계하였다. 대안 속성으로는 통행요금을 비롯하여 배차시간, 탑승장소까지 접근시간, 차내 이동시간으로 구성하고 4가지 수준으로 구분하여 거리별 시나리오 당 32 개의 선택상황을 8개의 Block으로 구성하였다. 이용자는 총 12번 가상 실험선택 상황에 응답하였다. 본 연구는 효용 최대화 이론에 근거하여 혼합로짓을 통한 서비스 수락율을 추정하였다. 더불어, 자율주행 수요대응형 서비스 대안의 효용함수에 거리별 최소 차내 이동시간 대비 3가지 통행시간(배차시간, 탑승장소까지 접근시간, 추가 차내 이동시간 범위)에 대한 상호작용변수를 포함하여 통행정보의 상대성이 수락율에 미치는 영향을 분석하였다. 그 결과 통행요금을 비롯하여 탑승장소까지 접근시간과 추가 차내 이동시간 범위는 수락률에 유의미한 영향을 미치는 것으로 나타난 반면 차량의 배차시간은 통계적으로 유의성을 만족하지 못하였다. 한편, 최소 차내 이동시간 대비 접근시간에 대한 상호작용변수가 양의 값을 갖는 것으로 나타남에 따라 동일한 접근시간에 대하여 통행시간이 길어질수록 수락률에 더 민감하게 반응하는 경향이 있음을 시사한다. 반면, 추가 차내 이동시간 범위의 경우 단일변수와 상호작용변수 모두 음의 값을 갖는 것으로 나타났다는 점에서 차내 이동시간의 절대적 증가뿐만 아니라 상대적인 증가 가능성 역시 서비스 수락률을 감소시키는 경향이 있음을 확인하였다.

키워드
수락률
자율주행 수요대응형 서비스
혼합 로짓 모형
잠재선호
통행시간
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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 : 41
  • No :5
  • Pages :538-551
  • Received Date : 2023-08-17
  • Revised Date : 2023-09-06
  • Accepted Date : 2023-09-06
  • DOI :https://doi.org/10.7470/jkst.2023.41.5.538
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