Exploring ride-hailing mode preferences -a stated choice study considering social and spatial proximities and attitudes

Abstract

This study investigates individuals’ choices among app-based ride-hailing modes auto-rickshaws, and conventional and electric four-wheeled taxis prevailing in Indian cities. Using a stated choice experiment conducted in urban workplaces in Hyderabad, India, the study incorporates spatial and social proximity measures, as well as environmental and technology attitudes, to analyze preferences among different ride-hailing modes. This study develops an ego-involvement index to assess proximity effects. Results reveal that spatial and social proximity significantly influence electric taxi use, with spatial proximity having a stronger impact. Also, individuals maintaining pro-technology and pro-environmental attitudes, ‘Gen Zs’, females, and high-income respondents prefer electric taxis over conventional taxis. Tailpipe emissions negatively affect auto-rickshaw preferences, with users willing to pay ₹6.28 per gm/km to reduce emission from the mode. Respondents are willing to pay an additional ₹172.0 to save one hour of in-vehicle time, ₹4.10 per unit increase in customer reviews for electric taxis. Findings emphasize targeted interventions for electric ride-hailing.