Uncovering how online attractiveness mediates and moderates the impact of multi-scale transportation accessibility on non-work mobility

The role of information and communication technology (ICT) in substituting or complementing offline mobility has been widely studied. However, how online attractiveness influences the impact of transportation accessibility at different scales on non-work mobility remains unclear. This study explores the mediating and moderating effects of online attractiveness on multi-scale transportation accessibility using social media data and mobile phone signaling data in Beijing. The results reveal that online attractiveness mediates the relationship between multi-scale transportation accessibility and non-work mobility, with a stronger effect observed on weekends compared to weekdays. The highest mediation effect was found for proximity to subway stations. Furthermore, the study uncovers a dual moderation effect of online attractiveness, enhancing the advantages of highly accessible locations such as areas near subway stations and street-facing storefronts while complementing less accessible areas, including non-central locations and non-ground floor commercial spaces. Two robustness checks confirm the reliability of these findings. This study enriches the understanding of the dynamic interaction between transportation accessibility and online attractiveness in the digital era. The insights also provide valuable guidance for location selection and operational strategies for businesses and urban planners.