스마트모빌리티 연구실

논문 초록 (Abstract)

Efforts to provide demand-responsive transit (DRT) services, a variation on traditional bus operations, are spreading to many local governments to secure the right to mobility for underserved areas, classes, and times of day. While DRT is intended to complement or replace traditional public transportation, it is crucial for local governments to set appropriate fares in order to successfully implement and sustainably provide this service. To this end, many studies have analyzed the average user's willingness to pay for new transportation services entering the market, such as DRT. However, these studies were limited in their ability to identify differences in willingness to pay based on user experience. User experience is important in the sense that it reflects the context in which a user normally uses the service. This is because users may have different preferences for the same transportation service depending on their characteristics and experiences. To this end, this study conducted a latent preference survey among respondents who had used DRT services during the pilot project to identify the preference structure of service options and estimate the willingness to pay based on user characteristics and user experience. The model was estimated using a mixed logit model that allows for differences in preferences among users. The results of the analysis clearly confirm the dominant influence of alternative characteristics on DRT preferences, while some user characteristics and experience attributes also have significant, albeit limited, effects. The results of this study have important implications for municipalities' efforts to provide new transportation services.