Title: The diffusion mechanisms of dynamic ridesharing services

Authors: Alberto De Marco; Roberta Giannantonio; Giovanni Zenezini

Addresses: Department of Management and Production Engineering at the Politecnico di Torino, Corso Duca degli Abruzzi 24, Torino, 10129, Italy ' Telecom Italia SWARM Joint Open Lab (JOL), Corso Duca degli Abruzzi 24, Torino, 10129, Italy ' Department of Management and Production Engineering at the Politecnico di Torino, Corso Duca degli Abruzzi 24, Torino, 10129, Italy

Abstract: Dynamic ridesharing services and platforms need to reach an initial critical mass of users in order to provide desirable levels of matching between drivers and passengers. The objective of this work is to investigate some of the levers that could boost the diffusion of a new ridesharing service, by the means of a system dynamics (SD) model that integrates existing diffusion models with the main outcomes of a project to which the authors contributed. Findings show that a dynamic ridesharing platform should operate mostly in urban areas because higher contact rates turn into increased matching opportunities and therefore support the diffusion process. Moreover, it should focus on the partnering and advertising action, especially toward the population of drivers. Finally, the combination of both high desired matching and short patience expressed by users in waiting for a more effective service provide the most significant potential barrier to the diffusion.

Keywords: system dynamics; technology diffusion; two-sided platforms; dynamic ridesharing; modelling; simulation; ridesharing services; driver-passenger matching; user patience.

DOI: 10.1504/PIE.2015.076900

Progress in Industrial Ecology, An International Journal, 2015 Vol.9 No.4, pp.408 - 432

Received: 23 Oct 2015
Accepted: 16 Mar 2016

Published online: 06 Jun 2016 *

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