Investigating Bike-Sharing Brand Selection Using Hybrid Choice Model: An Empirical Analysis from Shanghai

Various bike-sharing brands exist in the market which differ in terms of bike fleet size, riding experience, charging rules, deposit prices, and may affect users’ brand selection toward cycling behavior. To investigate commuters’ bike-sharing brand selection and influential factors, a hybrid choice model (HCM) is established based on survey data in Shanghai. The results indicate: (1) riding experience has significant impact on bike-sharing brand selection; (2) deposit and charge both have major impact on brand selection; and (3) fleet size and individual characteristics such as gender, education level, and income will affect brand selection. The study also provides important policy implications for bike-sharing companies and government. Bike-sharing companies should improve the quality of bikes, increase the bike fleet size, and optimize deposit and charge to attract more users. This paper discovers hidden mechanism of commuters’ brand selection, reveals influential factors, and provides insights for policy making and traffic management.