Analyzing Users' Preferences between Personal and Pooled Rideshare Services Using a Mixed Logit Modeling Approach

Ridesharing has become an increasingly popular transportation method over the past decade. Transportation network companies such as Uber and Lyft generally provide two types of rideshare services: personal rideshare, in which users ride alone or with individuals they know, and pooled rideshare, in which users ride with passengers they do not know but share similar routes. Pooled rideshare is capable of reducing energy consumption and traffic in the transportation system in comparison to personal rideshare. Despite the growth in trip volume, ridesharing usage is still low compared to other popular transportation methods in the U.S., particularly traveling in one's own personal vehicle. Furthermore, pooled rideshare usage is lower than personal rideshare. To understand riders' preferences, a national survey (N = 2,884) was conducted in the U.S. to investigate users' choice behaviors in rideshare services examining personal versus pooled rideshare. Each survey respondent completed 20 stated choice scenarios where participants choose between a personal or pooled rideshare option. Based on the responses, a mixed logit model was developed to capture the choice behavior preferences of the participants. The model unveiled the impact of demographic and trip attribute variables on users' rideshare preferences. The discussion encompassed insights into demographic backgrounds and trip attributes, accompanied by a set of policy recommendations aimed at enhancing future pooled rideshare utilization.