Carsharing is becoming an increasingly popular mode of transportation in many cities around the world. Previous research has revealed that users tend to be young, are highly educated, have high incomes and live in densely populated neighbourhoods. However, this does not explain why people who have similar socioeconomic characteristics do not adopt carsharing when residing in comparable urban contexts. To assess the critical differences between users and non-users of carsharing, the current research uses the theory of planned behaviour as a theoretical framework to analyse how aspects of an individual's social and self-identity determine their intentions to participate in carsharing. In-person intercept questionnaire data were collected in the Berlin neighbourhoods Schloßstraße, Steglitz and Glasower Straße, Neukölln in the fall of 2019 (N = 216). Exploratory and confirmatory factor analysis and structural equation modelling were used to analyse the collected data. The model results suggest that having a pro-technology self-identity and negative pro-car identity are significantly associated with the intention to participate in carsharing. These associations are present in both the structural and alternative models. Moreover, both models indicate a negative relationship between individuals' degree of environmental self-identity and the degree of their pro-car identity. The results suggest that, in order to promote carsharing, regional governments should focus on attracting new users who are currently already using mobility technology. The findings can be used by regional governments to identify potential carsharing users and to specifically target individuals who are likely to be willing to adopt and participate in carsharing.
Anhand einer quantitativen Befragung von ca. 1500 Jugendlichen und jungen Erwachsenen aus Baden-Württemberg weist Sarah Witzke eine zurückhaltende Tendenz hinsichtlich der Intention, zukünftig Carsharing-Fahrzeuge anstelle eines eigenen Autos nutzen zu wollen, nach. Sie zeigt, dass der Besitz eines eigenen Wagens für diese Gruppe demnach von großer Bedeutung ist. Durch eine lineare Regressionsrechnung konnten zudem zentrale Einflussfaktoren hinsichtlich der Carsharing-Intention identifiziert werden. Insbesondere der Einfluss bedeutsamer Dritter, die wahrgenommene Carsharingverfügbarkeit sowie das Bewusstsein um die umweltbelastende Wirkung des motorisierten Individualverkehrs sind demnach maßgebend. Der Inhalt Problemaufriss: Nachhaltigere Mobilität als Herausforderung der Zukunft Carsharing - ein klassisches Beispiel des gemeinschaftlichen Konsums Die Jugend und das Konzept Carsharing Theoretische Erklärungsmodelle zur Verkehrsmittelwahl Quantitative Hauptstudie: Carsharing als Alternative zum eigenen Pkw? Die Z ielgruppen Dozierende und Studierende der Wirtschaftswissenschaften, Sozialwissenschaften und der Mobilitätsforschung Fach- und Führungskräfte aus der Automobilbranche, Carsharinganbieter Die Autorin Sarah Witzke ist als wissenschaftliche Mitarbeiterin am Institut für Nachhaltige Unternehmensführung der Universität Ulm beschäftigt. Insbesondere die Mobilität von Jugendlichen und jungen Erwachsenen sowie das Mobilitätskonzept Carsharing stehen im Mittelpunkt ihrer Forschung
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Emerging electric carsharing (EC) systems have demonstrated their advantages and attracted public attention. The number of EC systems is growing throughout the world, especially in metropolitan areas in developing countries. For successful implementation, developers need to understand the public acceptance of EC services. In this study, we sought to determine the factors that affect EC acceptance in the context of developing countries. The study involved 437 individuals, aged between 18 and 65 years, who were randomly sampled from an EC service area in China. The determinants of EC acceptance were investigated based on an extended version of the Unified Theory of Acceptance and Use of Technology (UTAUT) and tested by using Structural Equation Modeling. The results indicated that hedonic motivation (HM) has a powerful effect on behavioral intention (BI) to use the EC service in the future. Performance expectancy (PE), effort expectancy (EE), and familiarity with the carsharing concept (FM) also influenced EC&rsquo ; s acceptance. However, the impact of social influence (SI) did not emerge from this study. The results also revealed that gender moderates the effects of EE and FM on BI. Age moderated the effect of FM on BI and unexpectedly moderated the impact of HM on BI. The present study confirmed the validity of the UTAUT research model in predicting the intention to use an EC system in developing countries. Implications and recommendations for government and EC developers are also discussed.
Dieser Beitrag untersucht die Qualität nachhaltiger Dienstleistungen aus Kundensicht sowie ihren Einfluss auf die Kundenzufriedenheit und die Absicht der Kunden, an der Dienstleistungserstellung mitzuwirken. Basierend auf bestehenden Theorien ergibt sich eine dreidimensionale Struktur für die Qualität nachhaltiger Dienstleistungen: Zusätzlich zu den bekannten funktionalen und emotionalen Qualitätsdimensionen wird eine normative Dimension eingeführt. Die empirische Überprüfung erfolgt für eine Carsharing- und eine Recycling-Dienstleistung. Die qualitative Untersuchung bestätigt die dreidimensionale Struktur der Qualität nachhaltiger Dienstleistungen. Die quantitative Untersuchung zeigt ihren positiven Einfluss auf Kundenzufriedenheit und die Absicht der Kunden, die Dienstleistung mitzugestalten. Es wird deutlich, dass Konsumenten Dienstleistungen nutzen und kaufen wollen, die ihre moralischen Werte bezüglich Nachhaltigkeit unterstützen und die ein positives emotionales Erlebnis hervorrufen, jedoch gleichzeitig keinerlei funktionale Nachteile im Vergleich zu nicht nachhaltigen Dienstleistungsalternativen aufweisen. This paper investigates sustainable service quality from a customer perspective. A conceptual model explaining sustainable service quality is developed. The model proposes – additionally to cognitive and emotional dimensions – a normative dimension, and is tested in a car sharing and a recycling service context. Qualitative data supports the three-dimensional structure. Quantitative data confirms its positive impact on customer satisfaction and co-creation intention. In sum, this paper shows that consumers want to use and buy services that support their moral values regarding sustainability, cause a positive emotional experience, but also have no functional disadvantages compared to non-sustainable service options. Keywords: sustainable services, service quality, recycling, qualitätserwartung, kundenzufriedenheit, carsharing
Mobility-as-a-Service (MaaS) is a service that supports customers' transportation needs by providing information and ticketing for a multitude of transport modes in one interface; thus, buy potentially fostering multimodality and public transport, it represents an important lever to reduce negative transportation impacts such as emissions and congestion. By means of an online survey conducted in Switzerland, we try to understand potential user needs as well as factors that would motivate the use of MaaS. Comparing the openness to use MaaS for specific trip purposes like commuting and leisure activities, we find the lowest level of openness for commuting and the highest for weekend leisure trips. Intention to reduce car usage was positively related to openness to MaaS in commuting. On the other hand, factors that positively influence openness to using MaaS for leisure activities include a higher education degree, experience with carsharing and the use of transport-related climate policy announcements directly affecting consumers. These findings suggest focusing specifically on either commuting or leisure activities when designing policy measures.
Pla de Doctorat Industrial de la Generalitat de Catalunya ; The confluence of digital technology and connectivity has led, in several sectors, to the rise of application-based shared economy activities. In particular, in the mobility sector, there has been an increase in on-demand shared transport initiatives. These new business models are transforming the urban mobility sector from a limited choice of transport services to a scenario full of new players offering different types of demand responsive mobility services. This change in urban mobility also has an impact on the automotive industry, where manufacturers such as SEAT not only see the opportunity for their cars to be used by these new services, but begin as well to see themselves as potential providers of mobility services. Even so, for the time being, the most popular and widespread shared mobility services remain unprofitable. For this reason, the thesis analyses the business models of the new shared mobility services, with the aim of proposing improvements to increase their profitability. It also identifies the different uses that can be given to them and the factors to be taken into account in the design and implementation process. The methodology used for this research is the study of cases, which have been conducted through surveys and interviews. The research begins with the study of the current and future mobility ecosystem and the behaviour of the automobile industry in this context. Next, the following five case studies are developed. The first analyses the business models of shared mobility services provided by cars –i.e. carsharing, ridesharing, and ride-hailing services– to find out synergies between them for proposing a combined business model. The second aims to study the mobility patterns of citizens and their intention to use shared mobility services. The third and fourth case studies focus on the identification of design factors and use cases of on-demand shared ride-hailing services. This part of the research looks at these services given their potential when cars are autonomous, and the opportunities that the software they use represents for public transport, with buses that could become demand responsive transport services. Finally, the fifth case study analyses the mobility ecosystem from the perspective of local governments and providers of technology and insurance, studies the feasibility of the combination of uses in shared mobility services, and detects the barriers faced by these new business models. ; La confluència de la tecnologia digital i la connectivitat ha motivat, en diversos sectors, l'auge de les activitats d'economia compartida basades en aplicacions. Concretament, en el sector de la mobilitat s'ha experimentat un creixement de les iniciatives de transport compartit a demanda. Aquests nous models de negoci estan transformant el sector de la mobilitat urbana, que passa de tenir una oferta limitada de serveis de transport a un escenari ple de nous actors que ofereixen diferents serveis de mobilitat a la carta. Aquest canvi en la mobilitat urbana també impacta en la indústria de l'automòbil, on fabricants com SEAT no només veuen l'oportunitat que els seus cotxes siguin utilitzats per aquests nous serveis, sinó que a més a més es comencen a veure com a possibles proveïdors de serveis de mobilitat. Tot i això, de moment, els serveis de mobilitat compartida més populars i estesos continuen sense ser rendibles. Per aquesta raó, la tesi portada a terme analitza els models de negoci dels nous serveis de mobilitat compartida, amb l'objectiu de proposar millores que permetin augmentar la seva rendibilitat. També s'identifiquen els diferents usos que se'ls hi pot donar i els factors que cal tenir en compte a l'hora de dissenyar-los i implementar-los. La metodologia utilitzada per a aquesta investigació és l'estudi de casos, els quals s'han desenvolupat a través d'enquestes i entrevistes. La recerca comença amb l'estudi de l'ecosistema de mobilitat actual i futur, i el comportament de la indústria de l'automòbil en aquest context. Tot seguit es desenvolupen cinc casos d'estudi. En el primer s'analitzen els models de negoci dels serveis de mobilitat compartida que s'ofereixen amb cotxes, es a dir, els serveis de carsharing, ridesharing i ride-hailing, amb la finalitat de trobar sinergies entre ells per a proposar un model de negoci combinat. El segon té com a objectiu estudiar els patrons de mobilitat dels ciutadans i la seva intenció en utilitzar els serveis de mobilitat compartida. El tercer i el quart cas d'estudi se centren a identificar els factors de disseny i els casos d'ús dels serveis d'on- demand shared ride-hailing. Aquesta part de la investigació es fixa en aquests serveis pel potencial que poden tenir quan els cotxes siguin autònoms, i per les oportunitats que el software que utilitzen representen per al transport públic, amb busos que podrien convertir-se en serveis de transport a demanda. Per últim, en el cinquè cas d'estudi s'analitza l'ecosistema de mobilitat des de la perspectiva dels governs locals i dels proveïdors de tecnologia i d'assegurances, s'estudia la viabilitat de la combinació d'usos en els serveis de mobilitat compartida, i es detecten quines són les barreres amb què es troben aquests nous models de negoci. ; La confluencia de la tecnología digital y la conectividad ha motivado, en varios sectores, el auge de las actividades de economía compartida basadas en aplicaciones. Concretamente, en el sector de la movilidad se ha experimentado un crecimiento de las iniciativas de transporte compartido a la demanda. Estos nuevos modelos de negocio están transformando el sector de la movilidad urbana, que pasa de tener una oferta limitada de servicios de transporte a un escenario lleno de nuevos actores que ofrecen diferentes servicios de movilidad a la carta. Este cambio en la movilidad urbana también impacta en la industria del automóvil, donde fabricantes como SEAT no solo ven la oportunidad que sus coches sean utilizados por estos nuevos servicios, sino que además se empiezan a ver como posibles proveedores de servicios de movilidad. Aun así, por el momento, los servicios de movilidad compartida más populares y extendidos continúan sin ser rentables. Por esta razón, la tesis llevada a cabo analiza los modelos de negocio de los nuevos servicios de movilidad compartida, con el objetivo de proponer mejoras que permitan aumentar su rentabilidad. También se identifican los diferentes usos que se les puede dar y los factores a tener en cuenta en el proceso de diseño e implementación. La metodología utilizada para esta investigación es el estudio de casos, los cuales se han desarrollado por medio de encuestas y entrevistas. La investigación empieza con el estudio del ecosistema de movilidad actual y futuro, y el comportamiento de la industria del automóvil en este contexto. Posteriormente se desarrollan cinco casos de estudio. En el primero se analizan los modelos de negocio de los servicios de movilidad compartida que se ofrecen con coches, es decir, los servicios de carsharing, ridesharing y ride-hailing, con el fin de encontrar sinergias entre ellos para proponer un modelo de negocio combinado. El segundo tiene como objetivo estudiar los patrones de movilidad de los ciudadanos y su intención al utilizar los servicios de movilidad compartida. El tercer y el cuarto caso de estudio se centran en identificar los factores de diseño y los casos de uso de los servicios de on-demand shared ride-hailing. Esta parte de la investigación se centra en estos servicios por su potencial con la llegada del coche autónomo, y por las oportunidades que el software que utilizan representan para el transporte público, con autobuses que podrían convertirse en servicios de transporte a la demanda. Por último, en el quinto caso de estudio se analiza el ecosistema de movilidad desde la perspectiva de los gobiernos locales y de los proveedores de tecnología y seguros, se estudia la viabilidad de la combinación de usos en los servicios de movilidad compartida, y se detectan cuáles son las barreras para estos nuevos modelos de negocio. ; Postprint (published version)
The growing use of digital technologies between consumers and businesses has led to a shift of transactions from an offline context into the online world. These developments have disrupted entire industries, including music, travel, accommodation, and financial services, and created new value pools. A great extent of the value creation can be attributed to profit-oriented business models, as shown by the growing valuation of large platform operators (e.g., Airbnb and Uber). At the same time, significant value is unlocked in non-profit oriented business models such as in the context of non-commercial online sharing economy platforms or the digital government space. However, the online space also brought new challenges to digital platform operators, such as greater rivalry resulting from increasing transparency. As the Internet has largely removed the barriers to information access, website visitors have been enabled to shop around and gather plenty of information before committing to a binding transaction. Therefore, converting visitors to actual customers or users remains a critical task, both for profit-oriented and non-profit oriented digital business model operators, as they need to ensure value is truly captured. Previous research in the Information Systems (IS) space around conversion rate optimization in digital business models has primarily focused on the concept of perceived benefits and associated costs when engaging in a particular transaction. While benefits are often related to the product or service, costs are frequently associated with the lack of trust in the digital platform or website operator due to potential misuse of personal information. In addition to the cost-benefit perspective, website design features have been shown to influence user behavior in both profit-oriented and non-profit oriented digital business models. While the intention of certain design feature elements such as banners or ads is directly visible to users, some design elements are aimed at influencing customer behavior inconspicuously – without the users' notice. The use of visual user interface elements to subtly influence consumer behavior in digital decision environments by leveraging psychological biases are called digital nudges. The literature on digital nudging shows promising results in driving conversion rates in digital business models. However, the use of digital nudges has been mainly limited to research in profit-oriented digital business models. At the same time, traditional, non-digital nudges have been mainly researched in the non-profit oriented context, especially in the government space, which simultaneously represents the origin of nudging theory. By assessing digital nudges in both non-profit and profit-oriented digital business models, three studies attempt to close this gap. The first study investigates the effect of prosociality nudges on conversion rates on a fictional non-profit oriented online sharing economy platform. Results show that while prosociality increases conversion likelihood, excessive prosociality may also reduce the transaction likelihood. The second study shows how two separately framed communication arguments – one promotion-focus argument conveying convenience and a prevention-focus argument aiming to reduce privacy concerns – increase online verification conversion rate in a fictional profit-oriented digital carsharing platform if data supports the claims. While the prevention-focus claim is stronger than the promotion-focus claim if data is added, the prevention-focus claim's conversion rate without data is weaker than no claim. The third study is positioned in the non-profit oriented e-government space, leveraging social proof cues and default options as nudges to increase the adoption rate of electronic identification (eID). Both nudges increase eID adoption, but default options are a double-edged sword. They simultaneously fuel privacy concerns towards the government, which attenuates the effect of the default option on eID adoption. These concerns can be mitigated by adding social proof cues. This thesis contributes to our understanding of how digital nudges may be applied to increase conversion rates within profit-oriented and non-profit oriented digital business models. Specifically, this study demonstrates that digital nudges designed to leverage stability biases and perception biases may be used to increase conversion rates in both profit-oriented and non-profit oriented digital business models. The aforementioned first and third study have contributed to a better understanding of how digital nudges may enhance user conversion in non-profit oriented organizations by leveraging the emotional bias and status quo bias to increase conversion. These studies also provided insights on the combined effect of social proof cues and default options on conversion rates: While default options may be used to increase conversion rates, they are ambidextrous as they increase privacy concerns. However, this can be mitigated by adding social proof cues. The second study contributed to a better understanding of how framing and loss aversion can be leveraged to increase conversion rate in profit-oriented business models. Additionally, this study provided some insights into combining theory on communication arguments with third-party assurance seals as supporting data to enhance the effect of nudges further. From a practical point of view, digital business model operators may leverage these findings to redesign their website by employing digital nudges to drive conversion rates and thus increase profitability.
