Modal Shift Analysis of Malaysian E-Hailing Users’ Preferences in Travelling

Abstract E-hailing is getting increasingly popular because it could be an alternative for travellers due to its characteristics of being relatively convenient and affordable. Previous studies have not thoroughly explored the preferences of travellers regarding the use of e-hailing or public transportation, considering factors such as travel distance, financial cost, and time. This paper examines the impact of travel distance, cost, and time on e-hailing users’ preferences for e-hailing services or other public transportation modes using the Modal Shift approach. A survey of 377 e-hailing users in Kuala Lumpur, Johor Bahru, and Georgetown was conducted using questionnaires and Modal Shift analysis to understand their travel preferences. Most e-hailing users are aged 18-29 and earn between RM1500-RM2500 per month. The choice of e-hailing or public transportation can be influenced by factors such as travel cost, distance, and time. When the travel distance becomes quite far, estimated at RM21-RM35 and a travel time of 31-34 minutes, leads to people preferring other public transportation over e-hailing for long distances. Therefore, e-hailing can play a role as affordable short distance transportation and as a complement, or ‘first and last miles’ transportation on long-distance trips.