Can ICT influence choice behavior? The role of mobile applications supporting Bike-Sharing Systems

Abstract

It is commonly accepted that Bike-Sharing Systems can significantly contribute to the promotion of sustainable urban mobility and this is why more and more cities are introducing such systems in their mobility systems. One of the most important and unexplored parameters for their success, is the proper utilization of technology. The paper investigates whether a mobile application that provides several advanced services to users could help increase the level of the system’s use. To provide an answer, a questionnaire survey has taken place in Thessaloniki, Greece addressed to both existing users of the bike-sharing system operating in the city and to other residents who are potential users of the system. Through the analysis of their responses, the most useful services that an application can provide are identified. Also, a decision tree has been developed to classify users based on the likelihood of shifting to or using more the bike-sharing system. The results show that people aged between 18 and 54, who are not currently users of the system, are those most likely to be attracted to the system due to such an app. On the other hand, people over the age of 54, who work as private employees or are retired, are considered unlikely to be affected by such an app. Car usage frequency, education and income also appeared to have an impact on people's decision to use the system more often due to the app.