Determinants of Ride-Hailing Adoption in Developing Urban Contexts: Evidence from Western Districts of Mashhad, Iran

Ride-Hailing (RH) services have emerged as a preferred non-shared mobility option, contributing to a notable increase in their volume and modal share within urban transportation systems in Iranian cities. Despite this trend, limited empirical research exists on RH adoption in Iran and other developing countries. This study investigates the factors influencing RH usage in Iran, focusing on Mashhad, the nation’s second-largest metropolis. Data were collected in ۲۰۲۲ through ۶۱۹ valid questionnaires encompassing four categories of variables: demographic, travel-related, environmental, and latent psychological factors. Exploratory factor analysis was first used to derive factor scores, followed by the development of an ordered probit discrete choice model. Findings reveal that variables such as marital status, employment, physical disability, household size, and social media use showed no significant effect. However, travel purpose, limited public transit access, proximity to traffic-restricted area, and trip characteristics such as duration and time of day significantly influenced usage. Among latent variables, privacy concerns and dissatisfaction with public transportation positively affected RH preference. Whereas pandemic-related apprehensions and economic constraints diminished it. The study offers insights into urban mobility behavior in developing contexts and highlights the multifaceted factors shaping RH demand.

کلیدواژه ها:

Ride-Hailing adoption ، Travel Behavior ، Mode Choice ، Pandemic-related impacts ، Discrete choice modeling ، public transportation