Factors of Consumer Choice between Carsharing and Taxi Services

In recent years, residents of large cities have faced a rapid growth of personal transport, which has caused many infrastructure and environmental problems. As a result, people began actively searching for alternative modes of transport that would be able to replace a personal car. This coincided with a period of active development of shared mobility services, which strongly influenced the change in urban space.. Among these services, online aggregators for ordering a taxi and renting a carsharing are the most popular. These types of services have become an integral part of the transport market in Russia, especially in large cities. The purpose of this work is to determine the key factors that consumers rely on when choosing between carsharing and taxi. The study of the factors of choice between these services is of great scientific interest, because it can give a deeper understanding of the penetration of these services into the market, describe the features of demand for them and the characteristics of their use. Descriptive analysis tools and binary logit regression were used to study consumer demand factors. The studied model of consumer choice considers both the socio-demographic and socio-economic characteristics of respondents and the characteristics of specific trips, which allows us to study the demand for carsharing and taxi services not only as a function of subjectively determined preferences, but also as a result of the impact of objective factors set by the characteristics of trips. According to the obtained results the greatest impact on consumer choice depends on the following factors: financial position of the family, the difference in price of a taxi compared to carsharing, the time spent on the way to carsharing and checking it, availability of parking spaces at the destination, number of passengers in the car, physical and moral condition of the person at the time of the trip and the subjective perception of comfort.