Effects of perception on public bike-and-ride: A survey under complex, multifactor mode-choice scenarios

Bicycles are an environmentally-friendly, energy-saving mode of transportation. Public bike-and-ride is a term used to describe the use of public bicycles combined with transit as a means of transportation. A new stated preference (SP) design scheme based on the factors respondents felt were most important was proposed to augment the traditional SP design under complex multi-factor and multi-level situations. iPads were used to automatically administer the survey under each design scheme and collect the choice behavior data for public bike-and-ride. The concept of perceived psychological distance was further proposed and used to estimate Logit models. Comparative analysis of these models shows for the traditional SP design scheme, some factors, including perceived psychological distance, have reduced statistically significant effects on public bike-and-ride choice relative to the new SP design scheme. This indicates that in scenarios with complex decisions, the decision-makers would reduce their consideration of some factors and simplify their decision process making the new SP survey design scheme more suitable to analyze their choice behavior in those cases. Model analysis showed that perceived psychological distance for each traveler is the most critical factor during the decision process for travel behavior analysis. Finally, sensitivity analysis was conducted to determine which factors in the new survey design were important to increase the share of public bike-and-ride users. Practical findings for promoting public bike-and-ride use are presented in addition to theoretical references for improving the traditional survey methods.