Exploring Observed and Unobserved Preference Heterogeneity in Choice Behavior of Demand Responsive Customized Bus Service
Publication: Journal of Urban Planning and Development
Volume 147, Issue 1
Abstract
The users' taste preferences for the demand responsive customized bus (DRCB) and, in particular, the its mechanism of heterogeneity, which determine routing, timetabling, and even launch and cancellation of the DRCB service, have not been given enough attention. Using a stated preference experiment in the context of mode choice between DRCB and a conventional bus conducted in Dalian, China, this study investigated observed and unobserved heterogeneity in sampled commuters' taste preferences within a mixed multinomial logit model. In addition to unobserved between-individual heterogeneity in time-related preferences, the model identified gender and mode-specific differences associated with fare. A fourfold pattern of fare sensitivity was revealed, which offers useful information for pricing decisions. The model outcomes of this study, along with the market performance the empirical case, suggest that, for specific urban settings, DRCB has great potential to draw commuters from their private cars, by delivering personalized, comfortable, and affordable services.
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Acknowledgments
This study was funded by the Young Talent Support Plan, Xi’an Jiaotong University. The second author would like to acknowledge the support funding from the National Natural Science Foundation of China (Grant No. 71871043). The comments from three anonymous reviewers and the chief editor are greatly appreciated.
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Journal of Urban Planning and Development
Volume 147 • Issue 1 • March 2021
Copyright
© 2020 American Society of Civil Engineers.
History
Received: Feb 21, 2020
Accepted: Sep 29, 2020
Published online: Dec 29, 2020
Published in print: Mar 1, 2021
Discussion open until: May 29, 2021
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