With the advent of new mobility modes and technologies, we have seen meaningful changes in travel behavior. One such new mobility mode is on-demand transit. The Metropolitan Atlanta Rapid Transit Authority deployed its own on-demand transit system, dubbed MARTA Reach, in March of 2022. This paper provides an evaluation of the characteristics of two groups of people related to MARTA Reach: those who were interested in it and used it and those who were interested in it but did not use it. In addition, this paper explores the factors that influence membership in each of those two groups using a binary logit model, revealing the underlying characteristics that are linked with the decision to use or not use the service given prior interest. The findings show that simply providing more service has the strongest effect on adoption. Among 561 survey respondents, 426 expressed that the service area for MARTA Reach was too limited for their needs. Modeling results support this finding, in addition to the following strong predictors of on-demand transit adoption: 1) being a frequent transit user, 2) being satisfied with the current state of fixed-route transit service, 3) being part of a low-income household, 4) living within an on-demand transit service area, and 5) being younger. Understanding these group characteristics and underlying factors can help guide future efforts to provide on-demand transit service, such as by targeting the market segments that share features with the underlying factors that are shown herein to be linked with on-demand transit adoption.

中文翻译：

---

对按需交通用户和感兴趣的非用户特征的评估以及吸引对交通感兴趣的人使用按需交通的因素


随着新的出行方式和技术的出现，我们看到出行行为发生了有意义的变化。其中一种新的出行模式就是按需出行。亚特兰大大都会快速交通管理局于 2022 年 3 月部署了自己的按需交通系统，称为 MARTA Reach。本文对与 MARTA Reach 相关的两组人的特征进行了评估：那些对此感兴趣并使用过的人它以及那些对它感兴趣但没有使用它的人。此外，本文使用二元 Logit 模型探讨了影响这两个群体中每一个群体的成员资格的因素，揭示了与使用或不使用给定优先兴趣的服务的决策相关的潜在特征。研究结果表明，仅仅提供更多服务对采用的影响最大。在 561 名受访者中，有 426 名受访者表示 MARTA Reach 的服务范围太有限，无法满足他们的需求。建模结果支持了这一发现，此外还有以下关于按需交通采用的强有力的预测因素：1) 是频繁的交通使用者，2) 对固定路线交通服务的当前状态感到满意，3) 是低收入群体的一部分-收入家庭，4) 居住在按需交通服务区域内，以及 5) 更年轻。了解这些群体特征和潜在因素有助于指导未来提供按需交通服务的工作，例如针对与本文所示与按需交通采用相关的潜在因素共享特征的细分市场。