Modeling the brand choice behavior of shared micro-mobility users: A case of electric scooter sharing

Yu-Shyun Chien and Chung-Cheng Lu

Research in Transportation Economics, 2025, vol. 111, issue C

Abstract: The growing number of shared micro-mobility service providers coexisting in the market has diversified the market composition, leading to challenges in expanding their own-brand market share. Therefore, developing effective strategies for competition and marketing requires a deeper understanding of users' choice behavior among heterogeneous service providers. However, most previous studies often overlook the heterogeneity among service providers, resulting in limitations in precisely explaining users' choice behavior. To address this research gap, a hybrid choice modeling approach is employed to explore the brand choice behavior within the same transport service. The proposed brand choice model integrates various latent variables, such as brand attitude and shared micro-mobility usage characteristics, to capture the key factors influencing users' service provider choices. Using electric scooter sharing (ESS) as a case study, stated preference data were collected to analyze the choice behavior of ESS users. The results show that travel attributes, latent variables, and socioeconomic characteristics have significant direct effects on choice probability, whereas brand attitude has substantial mediation effects, revealing the importance of brand evaluation on users' choice behavior. The managerial insights derived will enhance the competitive and marketing strategies of ESS service providers, while the policy implications will provide direction for government planning.

Keywords: Heterogeneous service providers; Hybrid choice modeling; Brand choice behavior; Brand attitude; Electric scooter sharing (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0739885925000393
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:retrec:v:111:y:2025:i:c:s0739885925000393

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/supportfaq.cws_home/regional
https://shop.elsevie ... _01_ooc_2&version=01

DOI: 10.1016/j.retrec.2025.101556

Access Statistics for this article

Research in Transportation Economics is currently edited by M. Dresner

More articles in Research in Transportation Economics from Elsevier
Bibliographic data for series maintained by Catherine Liu ().