User preference and willingness-to-pay for operation strategies that enhance safety and convenience of E-scooter sharing services

An electric scooter sharing (ESS) service offers improved convenience by providing accessibility to public transportation stations and mobility for short-distance trips. However, with the growing global popularity of ESS services, concerns related to safety and accidents have also increased. Previous studies explored the factors impacting preferences for ESS services; however, few have considered ways to enhance safety and convenience for users. Therefore, this study investigated the factors that influence people's choice of ESS service for enhancing safety and convenience. Data was collected in Seoul, Korea, and a latent class model was developed, allowing us to estimate the willingness-to-pay (WTP) of various attributes. The estimation results revealed that the “Exclusive e-scooter lane” attribute was the most preferred, followed by “provision of real-time driving information.” The WTP for “Exclusive e-scooter lane” was 47.1% above the base fare. In the estimation results of the class membership model, the preferred attributes were different depending on the class characteristics. The study further revealed variations in WTP for safety and convenience among users and non-users, as well as among non-users depending on their intent to use the ESS service. Furthermore, the proposed attributes constituted factors that affect the safety and convenience of ESS users, and that users were willing to pay an additional cost for them.