Understanding Micro-Mobility Hub Adoption

Abstract

Micro-mobility emerges as a promising solution for reducing car dependency in urban environments, providing an alternative and environmentally friendly way of commuting. This study investigates individuals’ preferences for using micro-mobility modes within a micro-hub-based mobility system and identifies the behavioural and attitudinal factors influencing their adoption. A survey with stated preference experiments was distributed in the United Kingdom, resulting in 500 responses. A Hybrid Choice Model with two latent variables, representing digital comfort and perceived micro-mobility hub attractiveness, was estimated and provided significant insights into individuals’ choice behaviour. Results show that waiting time, helmet provision, charging level, and contextual conditions such as weather and bicycle lane coverage significantly influence individuals’ final choice. Finally, digital comfort and micro-hub perceived attractiveness significantly influence commuters’ behaviour, with higher digital comfort and more positive perceptions of micro-mobility hubs exhibiting a greater propensity to adopt micro-mobility services.