The Impact of Travel Scenarios and Perceptions on Choice Behavior towards Multi-Forms of Ride-Hailing Services: Case of Nanjing, China

The travel behavior of urban residents has gradually changed in response to the widespread adoption of ride-hailing services. This paper explores the travel mode choices made by individuals utilizing multiple forms of ride-hailing services. Eight scenarios were established, which considered combinations of activity types (commute or recreation), travel periods (peak or off-peak), and price levels (discounted or normal rates for ride-hailing). Moreover, socio-psychological variables such as perceived value, behavioral intention, and subjective norm were integrated into the analysis. The findings reveal that consumers of ride-hailing services generally exhibit characteristics such as being younger in age, having higher income, lack of car ownership, and having greater experience in using ride-hailing services. Furthermore, the inclusion of socio-psychological variables significantly improved the model's fitness. Travelers exhibit a preference for ride-hailing services in scenarios involving recreational activities, normal travel periods, and discounted ride-hailing prices. In conclusion, this study sheds light on the evolving travel behavior of urban residents in light of the widespread availability of ride-hailing services. The incorporation of socio-psychological factors is essential in comprehending and predicting travel mode choices. The insights derived from this research contribute to a nuanced understanding of the factors influencing the adoption of and preference for ride-hailing services among urban commuters.