IDEAS home Printed from https://ideas.repec.org/p/cdl/itsdav/qt55g4800k.html
   My bibliography  Save this paper

Exploring the Consumer Market of Microtransit Services in the Sacramento Area, California

Author

Listed:
  • Xing, Yan
  • Pike, Susan
  • Pourrahmani, Elham
  • Handy, Susan
  • Wang, Yunshi

Abstract

Microtransit is an emerging, technology-enabled, on-demand transportation mode whereby small shuttles provide shared rides through flexible routing and scheduling in response to customers’ requests for rides. Given its potential to address the equity and accessibility needs of the public, public transportation agencies are experimenting with this service to fill gaps in traditional transportation in the US. However, why some people are interested in microtransit while others are not remains an open question. For people who have never used it, what factors could work as facilitators or barriers in their willingness to adopt microtransit? Who are the early adopters of microtransit? Guided by the theory of planned behavior, this study aims to fill the gap in knowledge by conducting a large-scale survey of microtransit adopters and users of other means of transportation in the Sacramento area of California in 2021. This study focuses on the microtransit service SmaRT Ride (SR), operated by the Sacramento Regional Transit District (SacRT). Focus groups and interviews were conducted before the largescale online survey to gather preliminary information, help develop survey questions, and improve understanding of research findings, given the novelty of microtransit. Discrete choice models, including binary logit and ordered logit models and latent class analysis, were employed to explore barriers to and facilitators of SR adoption, willingness to use it, and underlying subgroups of early adopters. Important findings include that people who like fixed-route transit are less likely to adopt microtransit. Social support plays an important role in explaining the willingness to use microtransit. The analysis reveals three salient classes of microtransit users: travel time savers with environmental awareness, riders with a neutral mindset, and pro-SR and travel cost savers. View the NCST Project Webpage

Suggested Citation

  • Xing, Yan & Pike, Susan & Pourrahmani, Elham & Handy, Susan & Wang, Yunshi, 2022. "Exploring the Consumer Market of Microtransit Services in the Sacramento Area, California," Institute of Transportation Studies, Working Paper Series qt55g4800k, Institute of Transportation Studies, UC Davis.
    • Handle: RePEc:cdl:itsdav:qt55g4800k
    as

    Download full text from publisher

    File URL: https://www.escholarship.org/uc/item/55g4800k.pdf;origin=repeccitec
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mokhtarian, Patricia L., 2016. "Discrete choice models’ ρ2: A reintroduction to an old friend," Journal of choice modelling, Elsevier, vol. 21(C), pages 60-65.
    2. Haugland, Dag & Ho, Sin C. & Laporte, Gilbert, 2007. "Designing delivery districts for the vehicle routing problem with stochastic demands," European Journal of Operational Research, Elsevier, vol. 180(3), pages 997-1010, August.
    3. Miah, Md Mintu & Naz, Farah & Hyun, Kate (Kyung) & Mattingly, Stephen P. & Cronley, Courtney & Fields, Noelle, 2020. "Barriers and opportunities for paratransit users to adopt on-demand micro transit," Research in Transportation Economics, Elsevier, vol. 84(C).
    4. Franco, Patrizia & Johnston, Ryan & McCormick, Ecaterina, 2020. "Demand responsive transport: Generation of activity patterns from mobile phone network data to support the operation of new mobility services," Transportation Research Part A: Policy and Practice, Elsevier, vol. 131(C), pages 244-266.
    5. Susan Shaheen & Adam Cohen, 2019. "Shared ride services in North America: definitions, impacts, and the future of pooling," Transport Reviews, Taylor & Francis Journals, vol. 39(4), pages 427-442, July.
    6. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    7. Herminghaus, Stephan, 2019. "Mean field theory of demand responsive ride pooling systems," Transportation Research Part A: Policy and Practice, Elsevier, vol. 119(C), pages 15-28.
    8. Linzer, Drew A. & Lewis, Jeffrey B., 2011. "poLCA: An R Package for Polytomous Variable Latent Class Analysis," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 42(i10).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xing, Yan & Pike, Susan & Waechter, Maxwell & DeLeon, Graham & Lipatova, Liubov & Handy, Susan & Wang, Yunshi, 2024. "Exploring Microtransit Adoption and its Impacts on Transportation Access for Underserved Populations," Institute of Transportation Studies, Working Paper Series qt9863j1fz, Institute of Transportation Studies, UC Davis.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. José Alberto Molina & J. Ignacio Giménez-Nadal & Jorge Velilla, 2020. "Sustainable Commuting: Results from a Social Approach and International Evidence on Carpooling," Sustainability, MDPI, vol. 12(22), pages 1-12, November.
    2. Thigpen, Calvin, 2017. "The Reciprocal Relationship between Children and Young Adults' Travel Behavior and Their Travel Attitudes, Skills, and Norms," Institute of Transportation Studies, Working Paper Series qt383679dd, Institute of Transportation Studies, UC Davis.
    3. Chen, Ching-Fu & Lee, Chia-Han, 2023. "Investigating shared e-scooter users’ customer value co-creation behaviors and their antecedents: Perceived service quality and perceived value," Transport Policy, Elsevier, vol. 136(C), pages 147-154.
    4. Nguyen-Phuoc, Duy Quy & Su, Diep Ngoc & Nguyen, Minh Hieu & Vo, Nguyen S. & Oviedo-Trespalacios, Oscar, 2022. "Factors influencing intention to use on-demand shared ride-hailing services in Vietnam: risk, cost or sustainability?," Journal of Transport Geography, Elsevier, vol. 99(C).
    5. Xing, Yan & Pike, Susan & Waechter, Maxwell & DeLeon, Graham & Lipatova, Liubov & Handy, Susan & Wang, Yunshi, 2024. "Exploring Microtransit Adoption and its Impacts on Transportation Access for Underserved Populations," Institute of Transportation Studies, Working Paper Series qt9863j1fz, Institute of Transportation Studies, UC Davis.
    6. Jang-Won Moon & Yuting An, 2022. "Uses and Gratifications Motivations and Their Effects on Attitude and e-Tourist Satisfaction: A Multilevel Approach," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-21, January.
    7. Grelle, Sonja & Hofmann, Wilhelm, 2023. "When and Why do People Accept Public Policy Interventions? An Integrative Public Policy Acceptance Framework," OSF Preprints ty2m7, Center for Open Science.
    8. Benjamin T. Hazen & Robert E. Overstreet & Yacan Wang, 2015. "Predicting Public Bicycle Adoption Using the Technology Acceptance Model," Sustainability, MDPI, vol. 7(11), pages 1-16, October.
    9. John Cherry, 2006. "The Impact of Normative Influence and Locus of Control on Ethical Judgments and Intentions: a Cross-Cultural Comparison," Journal of Business Ethics, Springer, vol. 68(2), pages 113-132, October.
    10. Colin C Williams, 2021. "Tackling Undeclared Self-Employment in South-East Europe: from Deterrents to Preventative Policy Measures," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 2, pages 280-298, July.
    11. Maria Andersson & Ola Eriksson & Chris Von Borgstede, 2012. "The Effects of Environmental Management Systems on Source Separation in the Work and Home Settings," Sustainability, MDPI, vol. 4(6), pages 1-17, June.
    12. Chia-chen Wang & Chin-ta Chen & Shu-chen Yang & Cheng-kiang Farn, 2009. "Pirate or Buy? The Moderating Effect of Idolatry," Journal of Business Ethics, Springer, vol. 90(1), pages 81-93, November.
    13. Patricia P. Iglesias-Sánchez & Carmen Jambrino-Maldonado & Carlos de las Heras-Pedrosa, 2019. "Training Entrepreneurial Competences with Open Innovation Paradigm in Higher Education," Sustainability, MDPI, vol. 11(17), pages 1-23, August.
    14. Karppinen, Heimo & Berghäll, Sami, 2015. "Forest owners' stand improvement decisions: Applying the Theory of Planned Behavior," Forest Policy and Economics, Elsevier, vol. 50(C), pages 275-284.
    15. Claudia Cozzio & Ludovico Bullini Orlandi & Alessandro Zardini, 2018. "Food Sustainability as a Strategic Value Driver in the Hotel Industry," Sustainability, MDPI, vol. 10(10), pages 1-13, September.
    16. Tran Huy Phuong & Thanh Trung Hieu, 2015. "Predictors of Entrepreneurial Intentions of Undergraduate Students in Vietnam: An Empirical Study," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(8), pages 46-55, August.
    17. Wörfel, Philipp, 2021. "Unravelling the intellectual discourse of implicit consumer cognition: A bibliometric review," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    18. Omid M. Ghoochani & Mansour Ghanian & Masoud Baradaran & Erfan Alimirzaei & Hossein Azadi, 2018. "Behavioral intentions toward genetically modified crops in Southwest Iran: a multi-stakeholder analysis," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 20(1), pages 233-253, February.
    19. Gustav Bösehans & Ian Walker, 2020. "Do supra-modal traveller types exist? A travel behaviour market segmentation using Goal framing theory," Transportation, Springer, vol. 47(1), pages 243-273, February.
    20. Mustapha Bachiri, 2016. "Determinants of Students’ Entrepreneurial Intentions: Evidence from Moroccan University," International Business Research, Canadian Center of Science and Education, vol. 9(11), pages 83-89, November.

    More about this item

    Keywords

    Social and Behavioral Sciences; Choice models; Demand responsive transportation; Logits; Market assessment; Public transit; Shuttle service;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cdl:itsdav:qt55g4800k. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lisa Schiff (email available below). General contact details of provider: https://edirc.repec.org/data/itucdus.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.