Comparing socio-demographic and experiential differences in willingness to pool rides: A hierarchical Bayesian approach

Abstract

Increasing pooling rates has benefits in terms of reducing emissions and traffic volume; however, trip data show that most rides are done solo. Users of ridesourcing services can choose whether to share a ride or, if they prefer not to, pay more for a solo ride. This study conducts a contingent valuation study to estimate latent willingness to pool (WTPO) a ride for a large number of customer segments. The results show that experience with ridesourcing is an important factor in explaining differences in WTPO. Those with experience are also less willing to pool rides, in particular younger men with higher incomes. Meanwhile, women and older age groups are predicted to be more amenable to pool rides, but so far their use of ridesourcing services is low. Recruiting them as customers may help increase pooling rates.