Portal de Periódicos da CAPES

INCENTIVES AND DISINCENTIVES OF RIDE SHARING

1978; SAGE Publishing; Issue: 673 Linguagem: Inglês

2169-4052

Joseph B. Margolin, Marion Ruth Misch, Mark Stahr,

Urban Transport and Accessibility

This research examines consumer motivation concerning ride sharing, particularly carpooling, according to a market segmentation approach. A sequential design permitted (a) developing hypotheses about ride-sharing motivation based on qualitative data from intensive discussions in decision analysis panels, (b) testing those hypotheses by means of quantitative data obtained by survey, (c) developing program strategies on the basis of the results and pretesting those strategies with an additional series of decision analysis panels. The major market segmentation involved dividing the sample by commuting mode and pattern and by occupation type, although additional independent variables were also utilized. This paper concentrates on the carpooling attitudes and perceptions of carpoolers versus solo drivers. Illustrative findings are also presented by occupation group, commute pattern, and sex to illustrate the power of the finer market segmentation. The factors discussed include, first, attitudes toward costs or interpersonal aspects of carpooling (including match methods), time variables, carpool routes, parking management and convenience issues and, second, demographic characteristics of the two types of commuters. A special analysis focuses on the attitudes of those solo drivers who stated that they were interested in carpooling versus those who stated that they were not. The purpose is to highlight the motivation of a prime target group toward three carpool strategy areas: carpool match methods, parking management, and dedicated carpool routes. Notable findings include the limited appeal of external efficiency factors such as cost savings, the power of social aspects of carpooling that can act as either barriers or incentives, and the need for personalized carpool programs that also reach out to actively involve the potential pooler. Specific program strategies are offered. /Authors/