RESEARCH ARTICLE
Forecasting Transition of Personal Travel Behavior in a Sharing Economy: Evidence From Consumer Preferences of Travel Modes
Stephen Youngjun Park,
Hyunhong Choi,
Yasemin Boztuğ,
HyungBin Moon,
Stephen Youngjun Park
Chair of Marketing and Consumer Behavior, University of Göttingen, Göttingen, Germany
Search for more papers by this authorHyunhong Choi
Department of Industrial and Management Systems Engineering, Kyung Hee University, Yongin, Gyeonggi, South Korea
Search for more papers by this authorYasemin Boztuğ
Chair of Marketing and Consumer Behavior, University of Göttingen, Göttingen, Germany
Search for more papers by this authorCorresponding Author
HyungBin Moon
Division of Data and Information Sciences (Major of Big Data Convergence), Pukyong National University, Busan, South Korea
Correspondence:
HyungBin Moon ([email protected])
Search for more papers by this authorStephen Youngjun Park,
Hyunhong Choi,
Yasemin Boztuğ,
HyungBin Moon,
Stephen Youngjun Park
Chair of Marketing and Consumer Behavior, University of Göttingen, Göttingen, Germany
Search for more papers by this authorHyunhong Choi
Department of Industrial and Management Systems Engineering, Kyung Hee University, Yongin, Gyeonggi, South Korea
Search for more papers by this authorYasemin Boztuğ
Chair of Marketing and Consumer Behavior, University of Göttingen, Göttingen, Germany
Search for more papers by this authorCorresponding Author
HyungBin Moon
Division of Data and Information Sciences (Major of Big Data Convergence), Pukyong National University, Busan, South Korea
Correspondence:
HyungBin Moon ([email protected])
Search for more papers by this authorFirst published: 19 January 2025
Funding: This work was supported by the Pukyong National University Industry-University Cooperation Research Fund in 2023 (No. 202311750001) and by the National Research Foundation of Korea (NRF) with a grant funded by the South Korean government (MSIT) (No. 2019R1C1C1009010).
ABSTRACT
The impacts of new mobility services on the market have led changes in consumer's travel behavior but also to various conflicts with the traditional transportation modes. Gaining social consensus, deriving policy and market strategies suitable for the different transportation modes is crucial. This study's objective is to make predictions about future transportation markets by examining consumers' preferences and choices regarding transportation mode. Specifically, this study employs the mixed multiple discrete-continuous extreme value model to quantitatively identify consumers' attitudes towards various types of transportation modes. In addition to evaluating consumer preferences and usage choices of different transportation modes, the study examines the intricate relationship between transportation modes by using market simulations to forecast future transportation markets. The results show significant potential of shared mobility services in the transportation market and identify complementary effects between taxi and ride-sharing services. It is expected that policy implications derived can contribute to sustainably developing the transportation sector.
Conflicts of Interest
The authors declare no conflicts of interest.
Open Research
Data Availability Statement
The data that support the findings of this study are available from the corresponding author upon reasonable request.
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