Structure Analysis of Factors Influencing the Preference of Ridesplitting

Ridesplitting is a new form of for-hire service that riders with similar origins and destinations are matched to the same vehicle in real-time via Internet. However, the market share of ridesplitting only accounts for a small fraction of total travel. Understanding cognitive factors affecting ridesplitting preference would be helpful in designing its market measures, regulations, and incentives to achieve high-level customer attractions. This paper identifies the cognitive determinants affecting ridesplitting preference and their inner relationships via the structural equation model. The data from an online survey conducted in Shanghai were implemented for model calibration. The modal fitness results are reasonable, and the path coefficients are significant, exhibiting that the proposed hypothesis cannot be rejected. Specifically, attitude towards incentives and management issues, perceived benefit, and perceived usefulness appear to be strong active driving forces that encourage the desire to adopt ridesplitting.