Accommodating preference heterogeneity in commuting mode choice: an empirical investigation in Shaoxing, China

Abstract

ABSTRACTA latent class model is developed to accommodate preference heterogeneity across commuters with respect to their mode choice between electric bike, private car, and public bus within the context of China. A three-segment solution – ‘electric bike individuals’, ‘private car addicts’, and ‘public bus enthusiasts’ – is identified, each characterized by heterogeneous preferences regarding specific mode attributes and unique socio-demographic profile. The choice model confirms the determinative effects of perceived alternative attributes on commuting mode choice, while the traditionally used objective attributes – travel time and cost – are found to have relatively small influences. The membership model provides solid explanations for these segment-specific preferences. This study provides a better understanding of the nature of mode choice behavior, which can be useful for strategies tailored to a specific segment in order to promote the use of sustainable transport modes.