Integrating Human Factors in Dynamic Rideshare Assignment: Willingness-To-Pay for Delay
Dynamic ride-sharing (DRS) has been projected to be a key solution to lowering system-wide congestion. Despite recent developmental progress, demand studies for DRS suggest low levels of willingness for travelers to use such services. The disconnect between DRS system designs and user preferences limits the application impacts of DRS in the real world. Therefore, this paper aims to design a new DRS trip/vehicle assignment strategy by considering the user preferences of choices under different levels of service. In this study, an agent-based simulation approach is used to model a fleet of shared vehicles that allows DRS. An optimization model is developed to match riders to vehicles while accounting for traveler delay and delay acceptance. Travelers are also dynamically issued predictive discounts, catered to their expected willingness to pay, to incentivize them to accept longer trip delays. Results show that the proposed approach can improve system efficiency by increasing average vehicle occupancy by up to 1.0 persons/trip and DRS acceptance by up to 38.9% depending on fleet size. Additionally, congestion is eased through the decrease of empty vehicle miles traveled by up to 7.1%.