IDEAS home Printed from https://ideas.repec.org/a/eee/transa/v200y2025ics0965856425002204.html

Investigating willingness to pay towards shared e-bikes: A comparison of methods

Author

Listed:
  • Reckermann, Hauke
  • Grüner, Sebastian L.
  • Kowald, Matthias

Abstract

Bike-sharing systems (BSSs) are essential for mitigating carbon emissions associated with individual transportation and for enhancing spatial and mobility efficiency. Nonetheless, the full potential of BSSs remains untapped. The introduction of new services, such as rental e-bikes, presents the challenge of establishing optimal pricing strategies that balance revenue generation and market penetration. Different measurement approaches to find optimal prices exist. Our research addresses the willingness to pay (WTP) towards shared e-bikes among users and non-users of BSSs in order to address user and non-users of BSSs. Furthermore, two separate measurement approaches are utilized for the purpose of a methodological comparison.

Suggested Citation

  • Reckermann, Hauke & Grüner, Sebastian L. & Kowald, Matthias, 2025. "Investigating willingness to pay towards shared e-bikes: A comparison of methods," Transportation Research Part A: Policy and Practice, Elsevier, vol. 200(C).
    • Handle: RePEc:eee:transa:v:200:y:2025:i:c:s0965856425002204
    DOI: 10.1016/j.tra.2025.104592
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0965856425002204
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.tra.2025.104592?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Christian Spindler & Jalal Dehnavi & Franz Wirl, 2019. "Individuals' valuation of a publicly provided private good evidence from a field study," Journal of Environmental Economics and Policy, Taylor & Francis Journals, vol. 8(1), pages 90-108, January.
    2. Weibo Li & Maria Kamargianni, 2020. "An Integrated Choice and Latent Variable Model to Explore the Influence of Attitudinal and Perceptual Factors on Shared Mobility Choices and Their Value of Time Estimation," Transportation Science, INFORMS, vol. 54(1), pages 62-83, January.
    3. Grüner, Sebastian L. & Kowald, Matthias, 2025. "Bike-sharing, why not? A framework of utility perceptions of BSSs' non-users based on qualitative data," Transport Policy, Elsevier, vol. 168(C), pages 220-243.
    4. Bahamonde-Birke, Francisco J. & Frowijn, Luuk & van Gils, Coco & Helmink, Rutger D.W. & Henkus, Sophie & van der Hoeven, Sanna & Mathilde Kolkman, O. & van Onzen, Tim & Ronteltap, Lisette & Wehl, Dina, 2023. "Am I willing to replace my car with a MaaS subscription? An analysis of the willingness of Dutch citizens to adopt MaaS and the triggers affecting their choices," Transportation Research Part A: Policy and Practice, Elsevier, vol. 176(C).
    5. Okan Çolak & Levent Koşan, 2021. "Price Sensitivity Measurement: A Yield Management Approach," Istanbul Business Research, Istanbul University Business School, vol. 50(1), pages 47-76, May.
    6. Ali Soltani & Andrew Allan & Dorina Pojani & Fahimeh Khalaj & Milad Mehdizadeh, 2022. "Users and non-users of bikesharing: how do they differ?," Transportation Planning and Technology, Taylor & Francis Journals, vol. 45(1), pages 39-58, January.
    7. Jonas Schmidt & Tammo H. A. Bijmolt, 2020. "Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 499-518, May.
    8. Goodman, Anna & Cheshire, James, 2014. "Inequalities in the London bicycle sharing system revisited: impacts of extending the scheme to poorer areas but then doubling prices," Journal of Transport Geography, Elsevier, vol. 41(C), pages 272-279.
    9. Klaus Peter Kaas & Heidrun Ruprecht, 2006. "Are the Vickrey Auction and the BDM Mechanism Really Incentive Compatible? - Empirical Results and Optimal Bidding Strategies in Cases of Uncertain Willingness-to-pay," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 58(1), pages 37-55, January.
    10. William Vickrey, 1961. "Counterspeculation, Auctions, And Competitive Sealed Tenders," Journal of Finance, American Finance Association, vol. 16(1), pages 8-37, March.
    11. Shruthi Kaviti & Mohan M. Venigalla & Shanjiang Zhu & Kimberly Lucas & Stefanie Brodie, 2020. "Impact of pricing and transit disruptions on bikeshare ridership and revenue," Transportation, Springer, vol. 47(2), pages 641-662, April.
    12. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. "Constructive Consumer Choice Processes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(3), pages 187-217, December.
    13. Elliot Fishman, 2016. "Bikeshare: A Review of Recent Literature," Transport Reviews, Taylor & Francis Journals, vol. 36(1), pages 92-113, January.
    14. Dong, Zhongpeng & Fan, Zhi-Ping & Wang, Ningning, 2023. "An analysis of pricing strategy for bike-sharing services: The role of the inconvenience cost," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 175(C).
    15. Raja, Jawwad Z. & Frandsen, Thomas & Kowalkowski, Christian & Jarmatz, Martin, 2020. "Learning to discover value: Value-based pricing and selling capabilities for services and solutions," Journal of Business Research, Elsevier, vol. 114(C), pages 142-159.
    16. Papu Carrone, Andrea & Hoening, Valerie Maria & Jensen, Anders Fjendbo & Mabit, Stefan Eriksen & Rich, Jeppe, 2020. "Understanding car sharing preferences and mode substitution patterns: A stated preference experiment," Transport Policy, Elsevier, vol. 98(C), pages 139-147.
    17. Ipek Sener & Naveen Eluru & Chandra Bhat, 2009. "An analysis of bicycle route choice preferences in Texas, US," Transportation, Springer, vol. 36(5), pages 511-539, September.
    18. Franziska Voelckner, 2006. "An empirical comparison of methods for measuring consumers’ willingness to pay," Marketing Letters, Springer, vol. 17(2), pages 137-149, April.
    19. Hess, Stephane & Palma, David, 2019. "Apollo: A flexible, powerful and customisable freeware package for choice model estimation and application," Journal of choice modelling, Elsevier, vol. 32(C), pages 1-1.
    20. Jiaoe Wang & Jie Huang & Michael Dunford, 2019. "Rethinking the Utility of Public Bicycles: The Development and Challenges of Station-Less Bike Sharing in China," Sustainability, MDPI, vol. 11(6), pages 1-20, March.
    21. Becker, Henrik & Balac, Milos & Ciari, Francesco & Axhausen, Kay W., 2020. "Assessing the welfare impacts of Shared Mobility and Mobility as a Service (MaaS)," Transportation Research Part A: Policy and Practice, Elsevier, vol. 131(C), pages 228-243.
    22. Teixeira, João Filipe & Silva, Cecília & Moura e Sá, Frederico, 2023. "Factors influencing modal shift to bike sharing: Evidence from a travel survey conducted during COVID-19," Journal of Transport Geography, Elsevier, vol. 111(C).
    23. Xiaoming Han & Yingshan Chong & Qianwen Huangfu, 2018. "Shared Bicycle Scheduling Model Based on Price Incentive Mechanism," Mathematical Problems in Engineering, Hindawi, vol. 2018, pages 1-7, November.
    24. Tsouros, Ioannis & Tsirimpa, Athena & Pagoni, Ioanna & Polydoropoulou, Amalia, 2021. "MaaS users: Who they are and how much they are willing-to-pay," Transportation Research Part A: Policy and Practice, Elsevier, vol. 148(C), pages 470-480.
    25. Graham-Rowe, Ella & Skippon, Stephen & Gardner, Benjamin & Abraham, Charles, 2011. "Can we reduce car use and, if so, how? A review of available evidence," Transportation Research Part A: Policy and Practice, Elsevier, vol. 45(5), pages 401-418, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kriswardhana, Willy & Esztergár-Kiss, Domokos, 2025. "The role of intermodality and environmental consciousness in the preferences for MaaS bundles: A hybrid choice modeling approach," Transportation Research Part A: Policy and Practice, Elsevier, vol. 191(C).
    2. Grüner, Sebastian L. & Kowald, Matthias, 2025. "Bike-sharing, why not? A framework of utility perceptions of BSSs' non-users based on qualitative data," Transport Policy, Elsevier, vol. 168(C), pages 220-243.
    3. James Agarwal & Wayne DeSarbo & Naresh K. Malhotra & Vithala Rao, 2015. "An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(1), pages 19-40, March.
    4. Radzimski, Adam & Dzięcielski, Michał, 2021. "Exploring the relationship between bike-sharing and public transport in Poznań, Poland," Transportation Research Part A: Policy and Practice, Elsevier, vol. 145(C), pages 189-202.
    5. Popkowski Leszczyc, Peter T.L. & Qiu, Chun & He, Yongfu, 2009. "Empirical Testing of the Reference-Price Effect of Buy-Now Prices in Internet Auctions," Journal of Retailing, Elsevier, vol. 85(2), pages 211-221.
    6. Alexandros Nikitas, 2019. "How to Save Bike-Sharing: An Evidence-Based Survival Toolkit for Policy-Makers and Mobility Providers," Sustainability, MDPI, vol. 11(11), pages 1-17, June.
    7. Iogansen, Xiatian & Wang, Kailai & Bunch, David & Matson, Grant & Circella, Giovanni, 2023. "Deciphering the factors associated with adoption of alternative fuel vehicles in California: An investigation of latent attitudes, socio-demographics, and neighborhood effects," Transportation Research Part A: Policy and Practice, Elsevier, vol. 168(C).
    8. Amar Cheema & Dipankar Chakravarti & Atanu R. Sinha, 2012. "Bidding Behavior in Descending and Ascending Auctions," Marketing Science, INFORMS, vol. 31(5), pages 779-800, September.
    9. Kim, Seheon & Rasouli, Soora, 2022. "The influence of latent lifestyle on acceptance of Mobility-as-a-Service (MaaS): A hierarchical latent variable and latent class approach," Transportation Research Part A: Policy and Practice, Elsevier, vol. 159(C), pages 304-319.
    10. Mankaï, Selim & Marchand, Sébastien & Le, Ngoc Ha, 2024. "Valuing insurance against small probability risks: A meta-analysis," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 109(C).
    11. Ding, Hongliang & Lu, Yuhuan & Sze, N.N. & Li, Haojie, 2022. "Effect of dockless bike-sharing scheme on the demand for London Cycle Hire at the disaggregate level using a deep learning approach," Transportation Research Part A: Policy and Practice, Elsevier, vol. 166(C), pages 150-163.
    12. Nessa Winston, 2021. "Sustainable community development: Integrating social and environmental sustainability for sustainable housing and communities," Working Papers 202106, Geary Institute, University College Dublin.
    13. Tiwari, Sapan & Jafari, Afshin & Pemberton, Steve & Ziemke, Dominik, 2026. "Behaviourally informed bicycle route assignment for activity-based and agent-based travel demand modelling," SocArXiv kt94s_v1, Center for Open Science.
    14. Ali Al-Ramini & Mohammad A Takallou & Daniel P Piatkowski & Fadi Alsaleem, 2022. "Quantifying changes in bicycle volumes using crowdsourced data," Environment and Planning B, , vol. 49(6), pages 1612-1630, July.
    15. Marine Le Gall-Ely, 2009. "Définition, mesure et déterminants du consentement à payer du consommateur : synthèse critique et voies de recherche," Post-Print hal-00522826, HAL.
    16. Nixon, Denver V. & Schwanen, Tim, 2019. "Bike sharing beyond the norm," Journal of Transport Geography, Elsevier, vol. 80(C).
    17. Chiou, Yu-Chiun & Wu, Kuo-Chi, 2024. "Bikesharing: The first- and last-mile service of public transportation? Evidence from an origin–destination perspective," Transportation Research Part A: Policy and Practice, Elsevier, vol. 187(C).
    18. Filipe Teixeira, João & Silva, Cecília & Moura e Sá, Frederico, 2022. "The role of bike sharing during the coronavirus pandemic: An analysis of the mobility patterns and perceptions of Lisbon’s GIRA users," Transportation Research Part A: Policy and Practice, Elsevier, vol. 159(C), pages 17-34.
    19. Ma, Xinwei & Ji, Yanjie & Yuan, Yufei & Van Oort, Niels & Jin, Yuchuan & Hoogendoorn, Serge, 2020. "A comparison in travel patterns and determinants of user demand between docked and dockless bike-sharing systems using multi-sourced data," Transportation Research Part A: Policy and Practice, Elsevier, vol. 139(C), pages 148-173.
    20. Hofstetter, Reto & Miller, Klaus M. & Krohmer, Harley & Zhang, Z. John, 2021. "A de-biased direct question approach to measuring consumers' willingness to pay," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 70-84.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:transa:v:200:y:2025:i:c:s0965856425002204. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/547/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.