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An Innovative Mobility Service to Facilitate Changes in Travel Behavior and Mode Choice

Jana L. Sochor (Institutionen för produkt- och produktionsutveckling, Design and Human Factors) ; Helena Strömberg (Institutionen för produkt- och produktionsutveckling, Design and Human Factors) ; MariAnne Karlsson (Institutionen för produkt- och produktionsutveckling, Design and Human Factors)
22nd World Congress on Intelligent Transportation Systems, Bordeaux, October 5-9, 2015 (2015)
[Konferensbidrag, refereegranskat]

The aim of this paper is to present and discuss changes in users’ travel behavior and mode choice during in the six-month Field Operational Test (FOT) of the UbiGo transport broker service in Gothenburg, Sweden. Four user groups are analyzed – car “shedders”, car “keepers”, already carsharing, and car “accessors” – based on data collected via questionnaires, interviews, and travel diaries. Findings suggest that although some groups sought or achieved change more than others, each group’s mode choice shifted in a more sustainable direction, and these changes were perceived positively and with high satisfaction with the service. Despite the user groups’ differing motivations, behaviors, and experiences, the FOT results illustrate that a holistic approach to mobility, in this case a personalized “transportation smorgasbord” package of integrated services, can offer “something to everyone” and promote broader change.

Nyckelord: UbiGo, field operational test, mobility as a service, mode choice, travel behavior, multimodal



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Denna post skapades 2015-04-10. Senast ändrad 2016-04-09.
CPL Pubid: 215086