Parcel Senders’ Choice Behavior towards a Passenger-Parcel Ride-Sharing Service Provided by On-Demand Ride-Hailing Platforms

In this study, we envision a novel service mode provided by the ride-hailing platforms that allows passengers and parcels to share rides in the same vehicle. This novel service mode is expected to use the sparse capacity of the ride-hailing vehicles, thereby increasing the utilization ratio of the vehicles and lowering the service costs for both the travelers and the delivery service demanders. To examine whether customers are willing to accept this service mode, this study takes the preliminary step by conducting a survey on the delivery service demanders. The questionnaire obtains the respondents’ socio-demographic attributes and a set of choice questions aiming to investigate the respondents’ choice behavior between the conventional fast delivery services and the envisioned service mode. A binary logistic regression model is built to describe customers’ choice between the two modes. The findings indicate that distribution quality, use experience, and psychological effects significantly influence users’ willingness to adopt the new service mode.