Provision of metropolitan demand responsive transit and attitude’s role in mode choice

The present study establishes the concept of demand responsive transit for metropolitan travel (M-DRT) and explores commuters’ mode choice to identify the role of attitudinal characteristics in the Seoul metropolitan area. We develop two discrete choice models (multinomial logit and integrated choice and latent variable models) using a dataset from a web-based stated preference survey. The result shows that unobserved psychological constructs (car-oriented, positive perception on M-DRT, and life satisfaction) play a crucial role in defining mode utility. Specifically, those who are dissatisfied with daily life such as commuting, recreation, and social interaction are likely to prefer M-DRT over traditional alternatives. Also, time valuation (particularly in-vehicle time) for the on-demand mode is significantly lower than those for others, resulting from the productive onboard environment. Based on the findings, we draw insights on the nature of M-DRT, operational strategies, treatment of psychological variables, and the future of the hands-free mode era.