Understanding determinants of willingness to pay for airport shuttle service of urban air mobility

IF 4.4 2区工程技术 Q2 BUSINESS

Research in Transportation Business and Management Pub Date : 2025-06-27 DOI:10.1016/j.rtbm.2025.101444

Suji Kim , Jiho Yeo , Yeongmin Kwon

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Abstract

This study aims to investigate the Willingness to Pay (WTP) for an Urban Air Mobility (UAM) airport shuttle service. The survey was designed to target Incheon International Airport in South Korea and includes questions about WTP, socioeconomic attributes, airport-related behaviors, and experiences and opinions related to airport access and UAM. The questions for WTP were designed for specific fare scenarios, and a model was developed using a double-bounded dichotomous choice contingent valuation method to estimate WTP in the specific fare scenarios. A total of 1634 people responded to the survey, and its results were analyzed using a double-bounded dichotomous choice model to examine the effects of socioeconomic and airport-related factors on WTP. The modeling result shows an average WTP of 60,173 KRW (approximately 48 USD) and a median of 48,521 KRW (approximately 39 USD) per 30 min for the UAM airport shuttle service, indicating lower WTP compared to the suggested fares from various organizations. This highlights the need for feasible pricing in the early market to attract the public. Meanwhile, taxi users exhibited 97 % higher WTP probability compared to airport shuttle users, while private car drivers showed a 34 % increase. This is noteworthy in that UAM has the potential to replace ground taxis or be another transportation mode similar to taxis. Moreover, respondents aware of UAM technology demonstrated 19 % higher WTP, indicating the importance of promoting UAM to the public and making them perceive the substantial effects of UAM. The findings of this study provide important information to policymakers and industry stakeholders to devise effective pricing strategies and policies for the successful integration of UAM into current transportation systems.

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了解城市空中交通机场班车服务付费意愿的决定因素

本研究旨在调查城市空中交通（UAM）机场接送服务的支付意愿（WTP）。该调查是针对韩国仁川国际机场设计的，包括WTP、社会经济属性、机场相关行为以及与机场访问和UAM相关的经验和意见。针对特定票价情景，设计了WTP问题，并利用双界二分类选择条件估值法建立了模型来估计特定票价情景下的WTP。共有1634人参与了调查，并使用双界二分类选择模型分析了社会经济因素和机场相关因素对WTP的影响。建模结果显示，UAM机场班车服务的平均WTP为60,173韩元（约48美元），中位数为每30分钟48,521韩元（约39美元），与各种组织的建议票价相比，表明WTP较低。这凸显了在早期市场制定可行的定价以吸引公众的必要性。与此同时，出租车用户的WTP概率比机场班车用户高97%，而私家车司机的WTP概率则高出34%。值得注意的是，UAM有可能取代地面出租车或成为类似出租车的另一种交通方式。此外，了解UAM技术的受访者的WTP高出19%，这表明向公众推广UAM并使他们认识到UAM的实质性影响的重要性。本研究的结果为决策者和行业利益相关者提供了重要的信息，以制定有效的定价策略和政策，成功地将UAM整合到当前的交通系统中。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Research in Transportation Business and Management Multiple-

CiteScore

7.10

自引率

8.30%

发文量

175

期刊介绍： Research in Transportation Business & Management (RTBM) will publish research on international aspects of transport management such as business strategy, communication, sustainability, finance, human resource management, law, logistics, marketing, franchising, privatisation and commercialisation. Research in Transportation Business & Management welcomes proposals for themed volumes from scholars in management, in relation to all modes of transport. Issues should be cross-disciplinary for one mode or single-disciplinary for all modes. We are keen to receive proposals that combine and integrate theories and concepts that are taken from or can be traced to origins in different disciplines or lessons learned from different modes and approaches to the topic. By facilitating the development of interdisciplinary or intermodal concepts, theories and ideas, and by synthesizing these for the journal''s audience, we seek to contribute to both scholarly advancement of knowledge and the state of managerial practice. Potential volume themes include: -Sustainability and Transportation Management- Transport Management and the Reduction of Transport''s Carbon Footprint- Marketing Transport/Branding Transportation- Benchmarking, Performance Measurement and Best Practices in Transport Operations- Franchising, Concessions and Alternate Governance Mechanisms for Transport Organisations- Logistics and the Integration of Transportation into Freight Supply Chains- Risk Management (or Asset Management or Transportation Finance or ...): Lessons from Multiple Modes- Engaging the Stakeholder in Transportation Governance- Reliability in the Freight Sector