Consumer preferences for ride-hailing: Barriers to an autonomous, shared, and electric future
Tamara L. Sheldon, Rubal Dua
Abstract
Research has shown that automation, carpooling, and electrification combined in a mobility on demand framework have the potential for theoretically large emissions reductions. However, less research has been done regarding consumer preferences and behavioral responses to this vision of transportation of the future. In this paper we use choice experiment data collected from an online ride-hailing survey to quantify consumer preferences for these technologies. Our results suggest there are major barriers to consumers’ willing to ride in such vehicles. We find that respondents require large discounts to ride in driverless vehicles or to carpool with other passengers, even holding ride time constant. Though they are open to riding in EVs and HEVs, they are not willing to pay more to do so. Safety concerns and an unwillingness to ride with strangers appear to be the primary drivers of these preferences.