The effects of activity-travel context and individual attitudes on car-sharing decisions under travel time uncertainty: A hybrid choice modeling approach

People's daily decision to use car-sharing rather than other transport modes for conducting a specific activity has been investigated recently in assessing the market potential of car-sharing systems. Most studies have estimated transport mode choice models with an extended choice set using attributes such as average travel time and costs. However, car-sharing systems have some distinctive features: users have to reserve a car in advance and pay time-based costs for using the car. Therefore, the effects of activity-travel context and travel time uncertainty require further consideration in models that predict car-sharing demand. Moreover, the relationships between individual latent attitudes and the intention to use car-sharing have not yet been investigated in much detail. In contributing to the research on car-sharing, the present study is designed to examine the effects of activity-travel context and individual latent attitudes on short-term car sharing decisions under travel time uncertainty. The effects of all these factors were simultaneously estimated using a hybrid choice modeling framework. The data used in this study was collected in the Netherlands, 2015 using a stated choice experiment. Hypothetical choice situations were designed to collect respondents' intention to use a shared-car for their travel to work. A total of 791 respondents completed the experiment. The estimation results suggest that time constraints, lack of spontaneity and a larger variation in travel times have significant negative effects on people's intention to use a shared-car. Furthermore, this intention is significantly associated with latent attitudes about pro-environmental preferences, the symbolic value of cars, and privacy-seeking.