Estimating the value of time for elderly’ intention to use E-bike sharing: a combination of willingness to pay approach and advanced heterogeneity model

• Affecting factors on the willingness to use electric bike sharing were presented. • A questionnaire survey was collected from elderly respondents throughout Thailand. • The value of travel time saved by the elderly was presented. • Different findings between urban and rural areas were included and discussed. • The application of a mixed logit model with unobserved heterogeneity. The global population structure is increasingly shifting towards an aging society. Consequently, short-distance transport feeders are becoming necessary for elderly individuals. This study aims to gain insights into the perspectives of elderly residents regarding the usage of Electric Bicycle Sharing Systems (EBSS) in urban and rural areas of Thailand. Questionnaire data were collected from residents aged 60 years or older across Thailand, resulting in a dataset of 1,600 respondents. The results of mixed binary logit model with heterogeneity in means analysis revealed noteworthy factors influencing the willingness to pay to use EBSS among the elderly, differentiated by urban and rural areas. Furthermore, the analysis identified unobserved heterogeneity in urban areas among male elderly and those who own an E-bike, whereas in rural areas, unobserved heterogeneity was observed among unmarried respondents and those who own a car. Additionally, the study found that the value of time (VOT) for urban elderly is higher compared to rural elderly. This nuanced understanding provides valuable insights for policymakers and relevant agencies, enabling them to comprehend the diverse needs of older users. With this information, they can formulate strategic and sustainable policies and allocate budgets effectively for the EBSS project, positioning it as a prospective active travel model. Such tailored strategies, aligned with the distinct preferences and requirements of future main users, will consider and address regional differences, fostering the development of a robust and inclusive EBSS framework.