Exploring the role of social capital influence variables on travel behaviour

This paper explores the potential role of individual trip characteristics and social capital network variables in the choice of transport mode. A sample of around 100 individuals living or working in one suburb of Madrid (i.e. Las Rosas district of Madrid) participated in a smartphone short panel survey, entering travel data for an entire working week. A Mixed Logit model was estimated with this data to analyze shifts to metro as a consequence of the opening of two new stations in the area. Apart from classical explanatory variables, such as travel time and cost, gender, license and car ownership, the model incorporated two “social capital network” variables: participation in voluntary activities and receiving help for various tasks (i.e. child care, housekeeping, etc.). Both variables improved the capacity of the model to explain transport mode shifts. Further, our results confirm that the shift towards metro was higher in the case of people “helped” and lower for those participating in some voluntary activities.     

Accounting for stochastic variables in discrete choice models

The estimation of discrete choice models requires measuring the attributes describing the alternatives within each individual’s choice set. Even though some attributes are intrinsically stochastic (e.g. travel times) or are subject to non-negligible measurement errors (e.g. waiting times), they are usually assumed fixed and deterministic. Indeed, even an accurate measurement can be biased as it might differ from the original (experienced) value perceived by the individual.Experimental evidence suggests that discrepancies between the values measured by the modeller and experienced by the individuals can lead to incorrect parameter estimates. On the other hand, there is an important trade-off between data quality and collection costs. This paper explores the inclusion of stochastic variables in discrete choice models through an econometric analysis that allows identifying the most suitable specifications. Various model specifications were experimentally tested using synthetic data; comparisons included tests for unbiased parameter estimation and computation of marginal rates of substitution. Model specifications were also tested using a real case databank featuring two travel time measurements, associated with different levels of accuracy.Results show that in most cases an error components model can effectively deal with stochastic variables. A random coefficients model can only effectively deal with stochastic variables when their randomness is directly proportional to the value of the attribute. Another interesting result is the presence of confounding effects that are very difficult, if not impossible, to isolate when more flexible models are used to capture stochastic variations. Due the presence of confounding effects when estimating flexible models, the estimated parameters should be carefully analysed to avoid misinterpretations. Also, as in previous misspecification tests reported in the literature, the Multinomial Logit model proves to be quite robust for estimating marginal rates of substitution, especially when models are estimated with large samples.     

The effect of social comparisons on commute well-being

We study the effect of social comparisons on travel happiness and behavior. Social comparisons arise from exchanges of information among individuals. We postulate that the social gap resulting from comparisons is a determinant of “comparative happiness” (i.e. happiness arising from comparisons), which in turn affects subsequent behavior. We develop a modeling framework based on the Hybrid Choice Model that captures the indirect effect of social comparisons on travel choices through its effect on comparative happiness.We present an empirical analysis of one component of this framework. Specifically, we study how perceived differences between experienced commute attributes and those communicated by others affect comparative happiness and consequently overall commute satisfaction. We find that greater comparative happiness arising from favorable comparisons of one’s commute to that of others (e.g. shorter commute time than others, same mode as others for car commuters, and different mode than others for non-motorized commuters) increases overall commute satisfaction or utility.The empirical model develops only the link between social comparisons and happiness in the comparisons-happiness-behavior chain. It is anticipated that the theoretical framework that considers the entire chain will enhance the behavioral realism of “black box” models that do not account for happiness in the link between comparisons and behavior.     

Expanding scope of hybrid choice models allowing for mixture of social influences and latent attitudes: Application to intended purchase of electric cars

Recently, policy makers’ expectations about the role of electric cars in reducing emissions have risen substantially. In parallel, academic research on purchase intentions has dramatically increased. Originally, most studies have focused on utility attributes and price. More recently, several hybrid choice models have been estimated to include the impact of attitudes on choice probabilities. In addition, a few studies have caught the attention to social influence. In contributing to this line of research, this paper reports the results of an expanded hybrid choice, which simultaneously estimated all these different effects in a single integrated model of purchase intention. Results indicate that the model performs well. Costs considerations contribute most to the utility of electric cars. Social influence is less important, but there is also evidence that people tend to take it into consideration when there are positive public opinions about electric cars and the market share becomes almost half of friends of their social network. The intention to purchase an electric car is also influenced by attitudes about environmental concerns and technology acceptance.     

Incorporating social impact on new product adoption in choice modeling: A case study in green vehicles

While discrete choice analysis is prevalent in capturing consumer preferences and describing their choice behaviors in product design, the traditional choice modeling approach assumes that each individual makes independent decisions, without considering the social impact. However, empirical studies show that choice is social – influenced by many factors beyond engineering performance of a product and consumer attributes. To alleviate this limitation, we propose a new choice modeling framework to capture the dynamic influence from social networks on consumer adoption of new products. By introducing social influence attributes into a choice utility function, social network simulation is integrated with the traditional discrete choice analysis in a three-stage process. Our study shows the need for considering social impact in forecasting new product adoption. Using hybrid electric vehicles as an example, our work illustrates the procedure of social network construction, social influence evaluation, and choice model estimation based on data from the National Household Travel Survey. Our study also demonstrates several interesting findings on the dynamic nature of new technology adoption and how social networks may influence hybrid electric vehicle adoption.     

Development of destination choice models for pedestrian travel

Most research on walking behavior has focused on mode choice or walk trip frequency. In contrast, this study is one of the first to analyze and model the destination choice behaviors of pedestrians within an entire region. Using about 4500 walk trips from a 2011 household travel survey in the Portland, Oregon, region, we estimated multinomial logit pedestrian destination choice models for six trip purposes. Independent variables included terms for impedance (walk trip distance), size (employment by type, households), supportive pedestrian environments (parks, a pedestrian index of the environment variable called PIE), barriers to walking (terrain, industrial-type employment), and traveler characteristics. Unique to this study was the use of small-scale destination zone alternatives. Distance was a significant deterrent to pedestrian destination choice, and people in carless or childless households were less sensitive to distance for some purposes. Employment (especially retail) was a strong attractor: doubling the number of jobs nearly doubled the odds of choosing a destination for home-based shopping walk trips. More attractive pedestrian environments were also positively associated with pedestrian destination choice after controlling for other factors. These results shed light on determinants of pedestrian destination choice behaviors, and sensitivities in the models highlight potential policy-levers to increase walking activity. In addition, the destination choice models can be applied in practice within existing regional travel demand models or as pedestrian planning tools to evaluate land use and transportation policy and investment scenarios.     

Investigating heterogeneity in social influence by social distance in car-sharing decisions under uncertainty: A regret-minimizing hybrid choice model framework based on sequential stated adaptation experiments

The present study is designed to investigate social influence in car-sharing decisions under uncertainty. Social influence indicates that individuals’ decisions are influenced by the choices made by members of their social networks. An individual may experience different degrees of influence depending on social distance, i.e. the strength of the social relationship between individuals. Such heterogeneity in social influence has been largely ignored in the previous travel behavior research. The data used in this study stems from an egocentric social network survey, which measures the strength of the social relationships of each respondent. In addition, a sequential stated adaptation experiment was developed to capture more explicitly the effect of social network choices on the individual decision-making process. Social distance is regarded as a random latent variable. The estimated social distance and social network choices are incorporated into a social influence variable, which is treated as an explanatory variable in the car-sharing decision model. To simultaneously estimate latent social distance and the effects of social influence on the car-sharing decision, we expand the hybrid choice framework to incorporate the latent social distance model into discrete choice analysis. The estimation results show substantial social influence in car-sharing decisions. The magnitude of social influence varies according to the type of relationship, similarity of socio-demographics and the number of social interactions.     

An exploration of the importance of social influence in the decision to start bicycling in England

The purpose of this paper is to gain a better understanding, through qualitative exploration, of the ways in which social influence affects the decision to start bicycling in England. ‘Social influence’ is defined as the process by which an individual’s thoughts and actions are changed by the thoughts and action of others. Its role was investigated at three levels: the immediate family, household members and significant others (direct social influence); the extended family, friends, peers and colleagues (less direct social influence); and the wider cultural context (indirect social influence). Interviews with 61 individuals living in 12 towns and cities across England were analysed. Half of the interviewees were new regular bicyclists and the other half did not bicycle at all, or only occasionally. Social influence was found to be the dominant factor for a minority of the cases where participants started bicycling regularly. It played a role alongside other factors in other cases. It could take the form of direct influence from family, friends and peers or indirect influence from the social and cultural context. The analysis illustrates the difficulty of capturing social influence which is often hidden and emerges incidentally in the course of the interviews and interacts with other contributing factors. The role of social influence found in this research challenges the rational approach to explaining travel decision making that has traditionally dominated transport studies. The paper suggests that social processes could be harnessed to improve the efficacy of bicycling promotion programs.     

Curbing automobile use for sustainable transportation: analysis of mode choice on short home-based trips

This paper analyzes transportation mode choice for short home-based trips using a 1999 activity survey from the Puget Sound region of Washington State, U.S.A. Short trips are defined as those within the 95th percentile walking distance in the data, here 1.40 miles (2.25 km). The mean walking distance was 0.4 miles (0.6 km). The mode distribution was automobile (75%), walk (23%), bicycle (1%), and bus (1%). Walk and bicycle are found less likely as the individual’s age increases. People are more likely to drive if they can or are accustomed to. People in multi-person families are less likely to walk or use bus, especially families with children. An environment that attracts people’s interest and provides activity opportunities encourages people to walk on short trips. Influencing people’s choice of transport mode on short trips should be an important part of efforts encouraging the use of non-automobile alternatives.

Social networks,social influence and activity-travel behaviour: a review of models and empirical evidence

ABSTRACT

The study of social networks in activity-travel research has recently gained momentum because social activities and social influence were relatively poorly explained in activity-based models of travel demand. Over the last decade, many scholars have shown interest in identifying personal social networks that constitute an important source of explanation of activity-travel behaviour. This paper seeks to review two research streams: social networks and activity-travel behaviour, and social influence and travel decisions. We classify models, summarise empirical findings and discuss important issues that require further research.     

Impact of information intervention on travel mode choice of urban residents with different goal frames: A controlled trial in Xuzhou,China

In order to assess the degree to which specific groups will adapt their travel behaviors after certain intervention, this study utilized a cluster analysis to discuss three segments’ distinct goal frames, social-demographic properties, travel modes, and habitat, and then carried out an information intervention controlled trial to discover three segments’ modal split shifts. The results indicate that the information have consistent and distinct impacts on travel mode choice by clusters. This consistency is embodied in the simultaneous and significant increase in travel times by green modes (walking, non-powered bicycle, or bus) and in the small but non-significant effects on reducing car use in the three clusters. The distinctness of the impacts is that information have a more effective influence on subjects with gain goal frames because their travel times by all three green modes greatly improved. Subjects with the hedonic goal frame are the least sensitive to information, with the only significant increase in travel times being by non-powered bicycle. This research also addressed the “attitude-behavior gap”, weather impacts, and goal-oriented prompts. The findings suggest that policy interventions should be designed to improve public transit features, especially the bicycle system, rather than only to constrain car use, and that tailored policies should be targeted to specific groups with different goal frames.     

Investigating travel utility elements in association with travel time and mode choice: the case of Seoul,South Korea

In this paper, travel utility is conceptualized into the elements of disutility, or derived utility, and positive utility, which includes synergistic and intrinsic utility, and then analyzed in terms of the effects of these elements on weekly travel time according to three travel modes – the automobile, public transit, and nonmotorized modes – and on the choice of the annually most used mode. Linear regressions on mode-specific travel time and a multinomial logistic regression on mode choice show that, compared to life situation and land-use characteristics, utility elements are among the strongest travel determinants. Specifically, while some utility elements contribute exclusively to shifting the mode of travel and others to increasing nonmotorized travel, modal shift is most strongly affected by a disutility element, trip timeliness, and the increase in nonmotorized travel by a positive utility element, amenities.     

A discrete choice framework for modeling and forecasting the adoption and diffusion of new transportation services

Major technological and infrastructural changes over the next decades, such as the introduction of autonomous vehicles, implementation of mileage-based fees, carsharing and ridesharing are expected to have a profound impact on lifestyles and travel behavior. Current travel demand models are unable to predict long-range trends in travel behavior as they do not entail a mechanism that projects membership and market share of new modes of transport (Uber, Lyft, etc.). We propose integrating discrete choice and technology adoption models to address the aforementioned issue. In order to do so, we build on the formulation of discrete mixture models and specifically Latent Class Choice Models (LCCMs), which were integrated with a network effect model. The network effect model quantifies the impact of the spatial/network effect of the new technology on the utility of adoption. We adopted a confirmatory approach to estimating our dynamic LCCM based on findings from the technology diffusion literature that focus on defining two distinct types of adopters: innovator/early adopters and imitators. LCCMs allow for heterogeneity in the utility of adoption for the various market segments i.e. innovators/early adopters, imitators and non-adopters. We make use of revealed preference (RP) time series data from a one-way carsharing system in a major city in the United States to estimate model parameters. The data entails a complete set of member enrollment for the carsharing service for a time period of 2.5 years after being launched. Consistent with the technology diffusion literature, our model identifies three latent classes whose utility of adoption have a well-defined set of preferences that are significant and behaviorally consistent. The technology adoption model predicts the probability that a certain individual will adopt the service at a certain time period, and is explained by social influences, network effect, socio-demographics and level-of-service attributes. Finally, the model was calibrated and then used to forecast adoption of the carsharing system for potential investment strategy scenarios. A couple of takeaways from the adoption forecasts were: (1) placing a new station/pod for the carsharing system outside a major technology firm induces the highest expected increase in the monthly number of adopters; and (2) no significant difference in the expected number of monthly adopters for the downtown region will exist between having a station or on-street parking.     

Specification of the cross-nested logit model with sampling of alternatives for route choice models

We present an operational estimation procedure for the estimation of route choice multivariate extreme value (MEV) models based on sampling of alternatives. The procedure builds on the state-of-the-art literature, and in particular on recent methodological developments proposed by Flötteröd and Bierlaire (2013) and Guevara and Ben-Akiva (2013b). Case studies on both synthetic data and a real network demonstrate that the new method is valid and practical.