Awareness, Consideration and Usage Frequency of On-demand Transport Services in the Indian Context
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ORIGINAL ARTICLE
Awareness, Consideration and Usage Frequency of On‑demand Transport Services in the Indian Context Aravinda Devaraj1 · Karthik K. Srinivasan1 · Shehna Basheer1 Received: 2 January 2018 / Accepted: 22 May 2020 © Springer Nature Switzerland AG 2020
Abstract App-based transport services (ABTS) are transforming both individual travel behaviour and transport systems in cities around the world. In this context, this study investigates three inter-related choice dimensions pertaining to ABTS, namely: (1) awareness, (2) consideration for work commute and (3) the overall usage frequency, in an Indian city. The role of demographic characteristics, workplace and work commute patterns, contextual influences, usage of other modes for commute and the quality of service of existing transit and IPT (Intermediate Public Transport) modes in these three choice dimensions are investigated. The results show that awareness is not endogenous with either consideration or usage frequency. However, consideration for work is endogenous with the frequency of use of ABTS. The impact of endogeneity is seen in the form of heterogeneity in responsiveness to independent variables. There are significant differences in the sensitivities to exogenous influences between those who consider ABTS for work trips and those who do not. Factors that influence the consideration of ABTS for work such as trip chaining and commuting at early hours have contrasting effects on the usage frequencies of the two user segments. Workers considering ABTS for work are more sensitive to the comfort of personal vehicle use and easy access to shared modes while the other segment is more sensitive to issues of traffic congestion and loss of productivity during travel. Some variables are also found to have contrasting effects on awareness and usage frequency. Keywords On-demand transport · Ridehailing · Bivariate ordered probit model · Endogeneity · Heterogeneity · Work and non-work trips
Background and Motivation App-based Transport Services (ABTS) connect the demand for transportation (travellers or passengers) to drivers (of cabs, auto-rickshaws or even two-wheelers) through an online platform. The aggregator company provides the technological interface which matches the users’ requests for rides to the drivers of the requested modes in real time. This model is essentially an extension of traditional on-demand transport services such as cabs, call-taxis and auto-rickshaws * Aravinda Devaraj [email protected] Karthik K. Srinivasan [email protected] Shehna Basheer [email protected] 1
Transportation Engineering Division, Department of Civil Engineering, Indian Institute of Technology Madras, Tamil Nadu, Chennai 600036, India
that provide point-to-point transport, but with a number of additional benefits due to advanced technologies. On the one hand, the ABTS can free travellers from the stressful driving tasks and allow them to engage in other productive activities during travel. They can also provide access to the comfort, priva
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