The emergence of Urban Air Mobility (UAM) is expected to be a potential solution to improve travel efficiency and mitigate traffic congestion. However, choice preferences for UAM are still understudied, especially for the megacities in China. This study investigates the choice preferences for UAM through a hybrid modeling framework that integrates the Latent Class Discrete Choice Model (LCDCM) with the Mixed Logit Model (MLM). A total of 410 respondents were sampled to represent Chengdu residents in 2024. The LCDCM was first applied to identify distinct traveler segments. Then, leveraging soft-classification probabilities as weights, cluster-specific MLMs were estimated to uncover systematic heterogeneity in preferences across groups. Five user classes were identified, mainly characterized by car ownership, safety concerns, and occupation. The MLM results reveal substantial heterogeneity in sensitivity to fares, in-vehicle time, and out-of-vehicle time. Methodologically, this study provides a novel hybrid approach to capture the observed and unobserved heterogeneity of choice preferences. This study practically helps researchers, practitioners, and government agencies to understand the choice preferences of UAM and promote the deployment of UAM in megacities.
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