Friend or foe? Exploring the choice preference between E-moped sharing and public transport: an integrated heteroskedastic generalized choice and latent variable (IHGLV) approach

While shared mobility can complement public transport (PT), it may also present competitive threats. Many cities have introduced electric moped sharing (EMS), but limited research examines the relationship between EMS and PT. This study explores preferences and substitution patterns between EMS and PT among 854 bus users in Taiwan using an Integrated Heteroskedastic Generalized Choice and Latent Variable (IHGLV) model, which integrates a hybrid choice model with heteroskedastic generalized choice logit. This hybrid choice framework accounts for mode attributes, latent variables (including independence, perceived safety, and hedonic motivation), and socioeconomic factors for both short- and long-distance trips. Results show that in-vehicle time has the highest elasticity, while access time reflects the highest willingness to pay. Latent variables affect mode choice, where perceived safety and independence are moderated by socioeconomic factors. Substitution patterns exhibit substantial heterogeneity for long-distance trips. Mode competition is more intense for short-distance trips due to the availability of alternatives. Introducing EMS alone is unlikely to substantially boost PT ridership, as travelers’ established mobility habits and perceptions greatly influence their preferences. Policy implications are discussed and provided accordingly.