| As urbanization advances,the demand for private transportation continues to increase among urban residents,exacerbating traffic congestion and air pollution.Public transportation,with its advantages of high efficiency,energy conservation,and environmental friendliness,is relatively more intensive,but due to the inflexibility of bus routes and low service levels,it is difficult to attract private car users to switch.Mobility-asa-Service(MaaS),by integrating various modes of transportation such as buses and SUBWs,provides users with an integrated travel service,further improving the level of public transportation services and providing a solution to the development dilemma of public transportation.However,in the existing MaaS package selection behavior research,travelers have not been classified,and there is a lack of heterogeneous research on traveler behavior,and the behavior of travelers using coupons cannot meet development needs.Therefore,this study will divide travelers into three categories based on their travel preferences: cycling,public transportation,and private cars.The use of coupons by travelers will be incorporated into the model to explore the impact of this behavior on the MaaS package selection behavior of the three types of users.This article first employs the RP+SP questionnaire survey method to investigate users’ personal characteristics and package selection preferences.Then,the conditional Logit model and mixed Logit model are used to analyze the MaaS package selection behavior of three types of users.Through model comparison,the optimal model for each of the three user types is determined.In addition,based on the payment willingness formula,the definition and calculation formula for unit price payment willingness are proposed to reflect users’ preference for the package attribute of unit price.Furthermore,the influencing factors of MaaS package selection behavior and the heterogeneity of unit price payment willingness among the three types of users are analyzed.Finally,conclusions are drawn and MaaS package design suggestions and strategies are proposed for the three types of users.The research results show that:(1)The usage patterns of coupons1Cycling users: The more frequently they use coupons for transportation,the more they prefer MaaS package types with more bus or SUBW rides.2Public transportation users: Whether they use coupons or not,it does not significantly affect their MaaS package selection behavior.3Private car users: The more frequently they use coupons for transportation,the more they prefer MaaS package types with more bus rides or cycling opportunities.(2)The preference patterns for using MaaS packages1Cycling users: Increasing the number of bus trips,SUBW trips,cycling trips,and ride-hailing distance in the MaaS package will lead to a decrease in the utility of the package for travel users,while increasing the package price will increase the utility.This indicates that this type of user has less demand for MaaS packages.At the same time,users with different attributes have different preferences for package attributes.Specifically,users with low income,no electric bicycles,and frequent use of coupons for travel prefer the corresponding package’s bus trips;users without cars,frequent use of coupons for travel,and higher travel expenses prefer the corresponding package’s SUBW trips;users with electric bicycles prefer the corresponding package’s cycling trips;and they do not have a strong preference for ride-hailing distance.In terms of willingness to pay,cycling users most prefer the SUBW trips in the package,and least prefer the cycling trips in the package.2Public transit users: The coefficient estimates for the number of bus trips,SUBW trips,bike rides,distance traveled in ride-hailing services,and the price of MaaS packages are not significant,indicating that the attributes within MaaS packages do not have a significant impact on individual choice behavior.There is heterogeneity among public transit users in terms of the distance traveled in ride-hailing services.Specifically,76.24% of public transit users would decrease the probability of choosing the corresponding MaaS package due to an increase in the distance traveled in ride-hailing services,while 23.76% would increase the probability.Among personal attributes,only travel distance has a significant impact on package attributes.Specifically,users with shorter travel distances prefer packages with more bus trips.In terms of willingness to pay,public transit users prefer packages with more bike rides and distance traveled in ride-hailing services,while they least prefer packages with more bus trips.3Private car users: The number of bus trips,SUBW trips,bike rides,distance traveled in ride-hailing services,and the utility of MaaS packages are positively correlated,while the package price and utility are negatively correlated,indicating that when the number of trips or distance within the package is sufficiently high and the price is attractive enough,private car users can be attracted to switch to using MaaS packages for travel.In addition,it is found that users with different attributes have different preferences for package attributes.Specifically,users with higher travel costs,without electric vehicles,and those who frequently use coupons for travel prefer more bus trips in MaaS packages,while users who frequently use coupons,without electric vehicles,and with higher incomes have a higher preference for bike rides in MaaS packages.In terms of willingness to pay,private car users have the highest preference for SUBW trips,followed by distance traveled in ride-hailing services.This study contributes to improving the quality of public transit services and user experience,providing scientific evidence for MaaS providers and governments in designing MaaS packages and policies,and effectively alleviating traffic congestion and reducing energy consumption. |
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