激励通勤者拼车:Waze的大型实地试验

Maxime C. Cohen, Michael-David Fiszer, Avia Ratzon, Roy Sasson
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引用次数: 10

摘要

问题定义:交通拥堵是一个严重的全球性问题。一个不需要基础设施投资的潜在解决方案是说服独自驾车的用户拼车。学术/实践意义:在本文中,我们利用Waze拼车服务,并进行了有史以来最大的数字现场实验,以推动通勤者拼车。方法:我们的现场实验涉及2019年6月10日至7月3日期间美国四个州的50多万用户。我们确定了可以通过使用高载客量车辆(HOV)车道拼车而节省大量通勤时间的用户,仍然可以使用高载客量车辆(HOV)车道但节省时间较少的用户,以及在通勤时无法使用高载客量车辆车道的用户。我们向他们发送不同框架的应用内通知:提到HOV车道,强调节省时间,强调金钱欢迎奖励(对于没有HOV车道的用户),以及通用的拼车邀请。结果:我们发现拼车的亲和力与通过HOV车道节省的潜在时间之间存在很强的关系。管理意义:具体来说,我们估计,与普通邀请相比,提到HOV车道会使点击率(即点击邀请按钮的用户比例)和入车率(即注册并创建拼车服务账户的用户比例)分别提高133%-185%和64%-141%。最后,我们讨论了我们的发现对拼车平台和公共政策的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Incentivizing Commuters to Carpool: A Large Field Experiment with Waze
Problem definition: Traffic congestion is a serious global issue. A potential solution, which requires zero investment in infrastructure, is to convince solo car users to carpool. Academic/practical relevance: In this paper, we leverage the Waze Carpool service and run the largest ever digital field experiment to nudge commuters to carpool. Methodology: Our field experiment involves more than half a million users across four U.S. states between June 10 and July 3, 2019. We identify users who can save a significant commute time by carpooling through the use of a high-occupancy vehicle (HOV) lane, users who can still use an HOV lane but have a low time saving, and users who do not have access to an HOV lane on their commute. We send them in-app notifications with different framings: mentioning the HOV lane, highlighting the time saving, emphasizing the monetary welcome bonus (for users who do not have access to an HOV lane), and a generic carpool invitation. Results: We find a strong relationship between the affinity to carpool and the potential time saving through an HOV lane. Managerial implications: Specifically, we estimate that mentioning the HOV lane increases the click-through rate (i.e., proportion of users who clicked on the button inviting them to try the carpool service) and the onboarding rate (i.e., proportion of users who signed up and created an account with the carpool service) by 133%–185% and 64%–141%, respectively, relative to a generic invitation. We conclude by discussing the implications of our findings for carpool platforms and public policy.
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