PUBLIC ATTITUDES TOWARDS CARPOOLING SERVICES IN HONG KONG: PERCEPTIONS, ACCEPTANCE, AND FEASIBILITY

Carpooling has been touted as a sustainable and cost-effective transportation mode that can effectively reduce the number of vehicles on the road and lower travel costs for both drivers and passengers through shared utilization of private cars. Nevertheless, the public’s attitude towards carpooling services may significantly impact the viability of promoting this shared business model, particularly in the aftermath of the COVID-19 pandemic. This study aims to investigate public’s perception and acceptance of carpooling service and examine the factors influencing the feasibility of promoting carpooling service in Hong Kong. To achieve the objective, an analytical model combing the Theory of Reasoned Action (TRA) and the Technological Acceptance Model (TAM) is developed. A total of 431 valid responses to an online questionnaire on demographic information and attitudes towards carpooling are obtained, and regression models and joint hypotheses tests are employed to examine the model. The findings reveal that factors such as time uncertainty and the impact of COVID-19 negatively influence the public’s behavioral intention to use carpooling, while subjective norm, perceived usefulness and ease of use, cost savings, pleasant experience, and perceived safety demonstrate a positive influence. In terms of the feasibility of promoting the service, the ability to save money and enhance commute options are identified as the main factors that affect the public’s willingness of using carpooling. Challenges such as less freedom or flexibility and the unreliability of carpooling crew may impede its promotion.