Abstract
Increasing users is a challenge for shared micro-mobility services at the university, but it is necessary for achieving their full potential. Students with negative experiences with the campus bus service (termed unhappy campus bus riders) may be attracted to micro-mobility due to its flexibility, convenience, and support for sustainable transport goals. Thus, this study aims to evaluate unhappy bus riders’ willingness to use micro-mobility in different scenarios. An online questionnaire was prepared for data collection, with distinct sections designed to gather both revealed and stated preferences. Revealed preference was used to identify students with negative experiences on campus buses. Then, nine scenarios based on micro-mobility adoption barriers were presented in a stated preference section to gauge unhappy bus riders’ willingness to use micro-mobility under hypothetical situations. By applying ordinal logit regression analysis on the survey data collected from 308 respondents living on the main campus of the National University of Malaysia, it is found that four out of seven types of bus experiences significantly affect unhappy bus riders’ willingness to use micro-mobility in three scenarios. The results from regression analyses proposed four separate ordinal logit models, each with a single type of negative experience as a predictor variable to calculate the likelihood of micro-mobility use in the future. We believe that the findings of our study can help the university’s mobility department identify a new micro-mobility user segment. Consequently, they can devise specific strategies to promote micromobility options for students travelling short distances on campus.
Keywords: Campus Bus Service, Micro-Mobility, Ordinal Logit Model, Sustainable Transportation, Transport Switching, Travel Experience.