Car dependence and car ownership among carsharing users and the mitigating effect of having multiple carsharing memberships: A moderated mediation analysis

Abstract

As business-to-consumer carsharing continues to expand on a global scale, it is probable that a growing number of carsharing users will become enrolled in multiple carsharing services concurrently, particularly in major cities. However, extant literature offers scant insight into whether and to what extent enrollment in multiple services shapes the perception of carsharing as a substitute for car ownership. In addressing this gap, this paper aims to examine how having multiple carsharing memberships affects the relationship between carsharing users’ perceived car dependence, their perception of the suitability of carsharing to meet their car travel needs, and, consequently, their car ownership. To this end, a moderated mediation analysis was conducted with a sample of 788 carsharing users (including 362 individuals with multiple memberships) in the inner city of Hamburg, Germany. The findings suggest that heightened car dependence diminishes the perception of carsharing as a substitute for car ownership, thereby increasing the odds of car ownership. However, having multiple carsharing memberships was found to mitigate this effect. While surveyed carsharing users with more than one membership reported higher levels of car dependence compared to users with only one membership, they were more inclined to perceive carsharing as a viable alternative to car ownership. The moderating influence of multiple carsharing memberships was particularly pronounced among carsharing users with relatively high levels of car dependence, while among carsharing users with relatively low levels of car dependence, having multiple memberships did not lead to significantly more positive perceptions of carsharing or significantly lower car ownership.