Title Applying the hybrid choice model to explore the preference for electric car sharing service in Taiwan.
Year 2023
Degree Master
School National Cheng Kung University Department of Transportation and Communication Management Science
Author Zhong, Wan-Qing
Summary         This study investigated users’ preferences for electric car sharing services for tourism purposes using a sample of 405 respondents collected in Taiwan. A hybrid choice model is employed, including the Integrated Choice and Latent Variable (ICLV) model, to explore how attribute levels and latent psychological variables influence users’ preferences for e-car sharing services. Additionally, a. Latent Class Integrated Choice and Latent Variable (LC-ICLV) model segmented respondents into different classes to understand how attribute levels and psychological influences preferences.
       The results show that for commuting, people prioritize total prcie, access time, and return location, they prefer small hatchbacks. Higher prices and longer access times decrease the likelihood of using e-car sharing services. Returning vehicles at all legal parking spaces increase use preference. Positive attitudes toward e-car sharing and high Reliable and Anxiety-Free experience increase the likelihood of choosing the service. Respondents were divided into two classes: general commuters (67.2%) and convenience prioritization (32.8%). Convenience prioritization class prioritize time savings and return convenience and are more price sensitive.
       For tourism trips scenario, people value GPS function due to unfamiliarity with local roads and considerations like luggage or companions, preferring larger vehicles. Respondents were divided into Comfort-prioritizing (22.5%) and general tourists (77.5%), with comfort- rioritizing tourists focusing more on vehicle size and return convenience over price. The ICLV model with latent psychological factors outperforms the MNL model, and the segmented LC-ICLV model effectively explains diverse choice behaviors for shared electric vehicles.
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