A multinomial logit analysis of the effects of five different app-based incentives to encourage cycling to work

Bingyuan Huang (Corresponding Author), Tiago Fioreze, Tom Thomas, Eric Van Berkum

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    Abstract

    This study presents results from an investigation into the effect of positive incentives on cycling behaviour among 1802 commuters in the Twente region of the Netherlands. The authors used an on-line survey, which included mock-up apps with incentives to commute to work by bicycle. They tested five reward schemes, namely social rewards (such as badges), in-kind gifts, money, competition, and cooperation. They used the survey data in a multinomial logit model to estimate to what extent travellers will use the app and increase their cycling frequency and which incentives they prefer. The model results show that respondents who sometimes cycle to work are more positive about incentive schemes than respondents who never cycle and that offering an app with in-kind gifts is probably most effective. Interestingly, non-cyclists are more likely to change their behaviour for a reward if they care about travel costs, while occasional cyclists are more likely to cycle more often in response to incentives if they care about attributes that are related to the cycling itself. This also depends on attitudes towards cycling and on socio-demographic variables.

    Original languageEnglish
    Pages (from-to)1421-1432
    Number of pages12
    JournalIET Intelligent Transport Systems
    Volume12
    Issue number10
    DOIs
    Publication statusPublished - 7 Sep 2018

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    logit analysis
    Application programs
    incentive
    reward
    gift
    Bicycles
    bicycle
    commuter
    online survey
    money
    Netherlands
    travel
    effect
    Costs
    costs

    Cite this

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    title = "A multinomial logit analysis of the effects of five different app-based incentives to encourage cycling to work",
    abstract = "This study presents results from an investigation into the effect of positive incentives on cycling behaviour among 1802 commuters in the Twente region of the Netherlands. The authors used an on-line survey, which included mock-up apps with incentives to commute to work by bicycle. They tested five reward schemes, namely social rewards (such as badges), in-kind gifts, money, competition, and cooperation. They used the survey data in a multinomial logit model to estimate to what extent travellers will use the app and increase their cycling frequency and which incentives they prefer. The model results show that respondents who sometimes cycle to work are more positive about incentive schemes than respondents who never cycle and that offering an app with in-kind gifts is probably most effective. Interestingly, non-cyclists are more likely to change their behaviour for a reward if they care about travel costs, while occasional cyclists are more likely to cycle more often in response to incentives if they care about attributes that are related to the cycling itself. This also depends on attitudes towards cycling and on socio-demographic variables.",
    author = "Bingyuan Huang and Tiago Fioreze and Tom Thomas and {Van Berkum}, Eric",
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    A multinomial logit analysis of the effects of five different app-based incentives to encourage cycling to work. / Huang, Bingyuan (Corresponding Author); Fioreze, Tiago; Thomas, Tom; Van Berkum, Eric.

    In: IET Intelligent Transport Systems, Vol. 12, No. 10, 07.09.2018, p. 1421-1432.

    Research output: Contribution to journalArticleAcademicpeer-review

    TY - JOUR

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    AU - Huang, Bingyuan

    AU - Fioreze, Tiago

    AU - Thomas, Tom

    AU - Van Berkum, Eric

    PY - 2018/9/7

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    AB - This study presents results from an investigation into the effect of positive incentives on cycling behaviour among 1802 commuters in the Twente region of the Netherlands. The authors used an on-line survey, which included mock-up apps with incentives to commute to work by bicycle. They tested five reward schemes, namely social rewards (such as badges), in-kind gifts, money, competition, and cooperation. They used the survey data in a multinomial logit model to estimate to what extent travellers will use the app and increase their cycling frequency and which incentives they prefer. The model results show that respondents who sometimes cycle to work are more positive about incentive schemes than respondents who never cycle and that offering an app with in-kind gifts is probably most effective. Interestingly, non-cyclists are more likely to change their behaviour for a reward if they care about travel costs, while occasional cyclists are more likely to cycle more often in response to incentives if they care about attributes that are related to the cycling itself. This also depends on attitudes towards cycling and on socio-demographic variables.

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