| Summary |
The problems of congestion, air pollution, and noise are throughout the world, while the shared micromobility has become a new transportation mode which has entered cities on a large scale with much attention recently. With the amendment of Acts related to electric scooter (e-scooter) in Taiwan, the service providers should not only identify potential users, but consider the explanatory variables and unobserved psychological factors that potential users care about before entering the market.
By applying the integrated choice and latent variable (ICLV) model, we capture the respondents' preferences towards different attribute variables of shared e-scooters and learn the relationship between socio-demographic characteristics and potential psychological factors Then, we analyze the degree of influence on potential psychological factors with different sharing micro-mobility habits.
Results show that the attributes variables, start cost, cost per minute, riding lane, and weather have significant effects. Males are more likely to be early adopters of new products or services in the market than females; and respondents over the age of 31 are more concerned to the safety of e-scooter use than those aged 18-30. Among the potential psychological factors, respondents with a weak habit of using shared micro-mobility are most concerned with ‘hedonic motivation’ and ‘safety consciousness’, while for those with a strong one, all factors have significant impacts. This study is expected to be a reference when the service providers and the government plan to promote shared e-scooter in Taiwan. |
