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Investigating carsharing’s potential markets and group characteristics using attitude-based market segmentation approach

Author

Listed:
  • Shunchao Wang
  • Jingfeng Ma
  • Bingtong Wang
  • Jingcai Yu
  • Qi Cao

Abstract

Existing research focuses on making carsharing-related policies oriented towards all travelers, without considering heterogeneous group characteristics. Tailoring group-specific service modes can promote carsharing services. This study proposes an attitude-based market segmentation approach to identifying characteristics of traveler groups and locating potential carsharing markets. Attitudinal statement factors are determined and their significant effects of attitudinal factors on carsharing usage are quantified by integrating the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and a Multiple-Indicators-Multiple-Causes (MIMIC) model. It is found that subjective evaluation has a negative correlation with economic requirements (−0.493) and personal obstacles (−0.373), but a positive correlation with usage intention (0.316), comfort desire (0.571), efficiency desire (0.383), social pressure (0.241), and environmental awareness (0.425). The K-means clustering method is employed to classify the travel market into five submarkets. To encourage carsharing adoption, the individual-attitude characteristics and carsharing-usage patterns are identified to support the cluster-specific recommendations.

Suggested Citation

  • Shunchao Wang & Jingfeng Ma & Bingtong Wang & Jingcai Yu & Qi Cao, 2026. "Investigating carsharing’s potential markets and group characteristics using attitude-based market segmentation approach," Transportation Planning and Technology, Taylor & Francis Journals, vol. 49(4), pages 661-690, May.
    • Handle: RePEc:taf:transp:v:49:y:2026:i:4:p:661-690
    DOI: 10.1080/03081060.2025.2457055
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