Problem definition: Large cities around the globe are facing an alarming growth in traffic congestion and greenhouse gas emissions, to which a significant contributor in recent years are on-demand cabs operated by ride-hailing platforms. Newly emerged pooled transportation options like shuttle services are cheaper and greener alternatives. However, those alternatives are still new to many customers and policy makers. The design of their promotion policies demands careful investigation. This paper studies how we can reduce the number of on-demand cabs on the road and, therefore, their GHG emissions by promoting pooled transportation such as shuttle services. Methodology/Results: In this work, we use detailed usage data and build a structural model to study customer preferences of price and service features when choosing between private cabs and a scheduled shuttle service. Using the estimated model, we identify and evaluate the efficacy of improving service features like reducing the walking distance to shuttle stops on customers’ choices of transport and, therefore, the number of ride-hailing vehicles on the road. We find that a 20% decrease in walking distance can achieve 40% of the benefits of commonly adopted congestion surcharge policies. It can also reduce up to 4.8 thousand tonnes of GHG emissions, which is worth over a million dollars per year. In addition, we demonstrate the implementability of walking distance reduction policies by adding stops on existing shuttle routes. Managerial implications: Reducing the number of ride-hailing vehicles on the road has become an important goal in many cities’ green transport policy design. For example, cities like New York have implemented congestion surcharge policies targeting ride-hailing vehicles in recent years. Our findings suggest that, by changing operations levers such as service features of pooled transport, cities can achieve a substantial amount of benefits from reducing congestion compared with congestion surcharge policies with essentially zero cost, leading to much more efficient green transport policies.Supplemental Material: The online appendix is available at https://doi.org/10.1287/msom.2022.0569 .

中文翻译：

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私人交通与拼车交通：顾客偏好与绿色交通政策设计

问题定义：全球大城市正面临交通拥堵和温室气体排放惊人增长的问题，其中一个重要原因是近年来由网约车平台运营的按需出租车。新出现的共享交通选择（例如班车服务）是更便宜、更环保的选择。然而，这些替代方案对于许多客户和政策制定者来说仍然是新鲜的。他们的促销政策的设计需要仔细调查。本文研究了如何通过推广班车服务等共享交通来减少道路上按需出租车的数量，从而减少其温室气体排放。方法/结果：在这项工作中，我们使用详细的使用数据并构建结构模型来研究客户在选择私人出租车和定期班车服务时对价格和服务功能的偏好。使用估计模型，我们确定并评估了改进服务功能的效果，例如根据客户选择的交通方式减少到班车站点的步行距离，从而减少道路上网约车的数量。我们发现，步行距离减少20%，可以实现普遍采用的拥堵附加费政策40%的效益。它还可以减少多达 4800 吨温室气体排放，每年价值超过 100 万美元。此外，我们通过在现有班车路线上增加站点来展示减少步行距离政策的可实施性。管理意义：减少道路上的网约车数量已成为许多城市绿色交通政策设计的重要目标。例如，纽约等城市近年来针对网约车实施了拥堵附加费政策。我们的研究结果表明，通过改变运营杠杆（例如共享交通的服务特征），与基本为零成本的拥堵附加费政策相比，城市可以从减少拥堵中获得大量收益，从而实现更高效的绿色交通政策。补充材料：在线附录可在 https://doi.org/10.1287/msom.2022.0569 获取。