FREE FLOAT CARSHARING THE CASE OF CAR2GO IN COPENHAGEN

Transcription

1 FREE FLOAT CARSHARING THE CASE OF CAR2GO IN COPENHAGEN MASTER S THESIS ANNA HVIID GARRETT & JANET NIELSEN EVE L EL ÆNG! ED H I R F

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3 30 ECTS MASTER THESIS GEOGRAPHY & GEOINFORMATICS DEPARTMENT OF GEOSCIENCES AND NATURAL MANAGEMENT FACULTY OF SCIENCE THE UNIVERSITY OF COPENHAGEN BY ANNA HVIID GARRETT & JANET NIELSEN ACADEMIC ADVISOR TRINE AGERVIG CARSTENSEN SUBMITTED AUGUST NORMAL PAGES OF 2400 CHARACTERS 3 OF 108

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5 ABSTRACT system. Keywords 5 OF 108

6 PREFACE

7 ACKNOWLEDGEMENTS. 7 OF 108

8 CONTENT 1. INTRODUCTION 11 INTRODUCTION 12 RESEARCH QUESTION 14 DELIMITATION INTRODUCING CARSHARING 17 INTRODUCING CARSHARING 18 TWO-WAY CARSHARING 18 PEER-TO-PEER CARSHARING 20 FREE FLOAT CARSHARING 20 CAR2GO THEORETICAL FRAMEWORK 25 HÄGERSTRAND AND THE TIME-GEOGRAPHY APPROACH 26 UNDERSTANDING TRAVEL BEHAVIOUR 27 THE DYNAMICS OF BEHAVIOUR 29 DIFFUSION MODEL OF INNOVATIONS METHODOLOGY 35 RESEARCH DESIGN 37 CASE STUDY 38 OBSERVATIONS 39 QUESTIONNAIRE 40 INTERVIEWS 44

9 5. ANALYSIS 49 PART I 50 SOCIO-DEMOGRAPHICS OF THE CAR2GO MEMBERS 50 OBSERVED USE OF CAR2GO 52 USE OF CAR2GO 53 TRANSPORTATION MODES 56 MULTIMODALITY 57 ATTITUDES 60 PART II 64 IDEAL MEMBER TYPES 64 PART III 74 THE ADOPTERS 74 PERCEPTION OF CAR2GO DISCUSSION CONCLUSIONS WHAT S NEXT? 95 REFERENCES 99 APPENDIX OF 108

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11 INTRODUCTION1 11 OF 108

12 INTRODUCTION,,.,

13 . 13 OF 108

14 RESEARCH QUESTION

15 DELIMITATION. is, therefore,, CAR2GO Danmark 15 OF 108

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17 2 INTRODUCING CARSHARING 17 OF 108

18 2. INTRODUCING CARSHARING TWO-WAY CARSHARING FIGURE 2.1: THE THREE MAIN CARSHARING SYSTEMS

19 EXAMPLES OF CARSHARING PLAYERS IN DENMARK 19 OF 108

20 PEER-TO-PEER CARSHARING FREE FLOAT CARSHARING

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22 CAR2GO CAR2GO Danmark

23 MAP OF CAR2GO S HOME AREA AND THE MUNICIPALITY BORDERS OF COPENHAGEN AND FREDERIKSBERG

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25 3 THEORETICAL FRAMEWORK

26 HÄGERSTRAND AND THE TIME- GEOGRAPHY APPROACH,, FIGURE 3.1: HÄGERSTRAND S TIME-GEOGRAPHY MODEL, WHERE T REPRESENTS TIME AND R REPRESENTS SPACE (HÄGERSTAND 1970: 4:15)

27 ,,,, the UNDERSTANDING TRAVEL BEHAVIOUR

28 THE ROLE OF THE CAR

29 THE DYNAMICS OF BEHAVIOUR BEHAVIOURAL BELIEFS NORMATIVE BELIEFS ATTITUDE TOWARDS THE BEHAVIOUR SUBJECTIVE NORMS BEHAVIOURAL INTENTION BEHAVIOUR CONTROL BELIEFS PERCIEVED BEHAVIOURAL CONTROL FIGURE 3.2: MODEL OF THE THEORY OF PLANNED BEHAVIOUR (AFTER AJZEN 1991)

30 DIFFUSION MODEL OF INNOVATIONS INNOVATORS

31 EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LAGGARDS INNOVATORS 2,5% CATEGORIES OF INNOVATIVENESS EARLY ADOPTERS 13,5% EARLY MAJORITY 34% LATE MAJORITY 34% LAGGARDS 16% THE DIFFUSION MODEL OF INNOVATIONS (AFTER ROGERS 2003) 31 OF 108

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33 33 OF 108

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35 4 METHODOLOGY 35 OF 108

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37 RESEARCH DESIGN,,,,,., 37 OF 108

38 , User interviews Stakeholder interviews Informant interview Questionnaire Observations Literature FIGURE 4.1: RESEARCH PROCESS Time

39 CASE STUDY OBSERVATIONS With, the to THE CAR2GO WEBSITE OF THE HOME AREA AND AVAILABLE CARS 39 OF 108

40 QUESTIONNAIRE, FIGURE 4.2: EXAMPLE OF THE FACEBOOK MESSAGE SENT TO POTENTIAL RESPONDENTS

41 ,, TABLE 4.1: RESPONSE RATE.. The questionnaire was sent to 1096 Men 687 Women 409 Unseen message 789 Viewed message 307 Response rate 18% Response rate of active members 10% Total amount of respondents 193 Total amount of car2go members 136 Total amount of active car2go members 106 Cleaned sample of active car2go members 95 ONLINE QUESTIONNAIRES -

42 ,,., USING FACEBOOK TO APPROACH MEMBERS,

43 ,, COLLAGE OF POSTS FROM THE FACEBOOK PAGE OF CAR2GO DENMARK

44 THE OTHER FOLDER,, INTERVIEWS INFORMANT INTERVIEW

45 STAKEHOLDER INTERVIEWS

46 USER INTERVIEWS.. TABLE 4.2: DEMOGRAPHICS OF INTERVIEWED CAR2GO MEMBERS PSEUDONYM AGE GENDER OCCUPATION EDUCATION Stein 27 M Student General upper secondary school Per 33 M Full time employee Vocational education Benjamin 25 M Self-employed Medium circle higher education Frederik 26 M Full time employee Medium circle higher education Chris 25 M Student Long circle higher education Danny 39 M Full time employee Long circle higher education Michael 33 M Full time employee Basic school Georg 34 M Full time employee Long circle higher education Hannah 25 F Student Medium circle higher education Yasmin 26 F Full time employee Medium circle higher education Mette 37 F Job seeking General upper secondary school Louise 23 F Student General upper secondary school

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49 5 ANALYSIS

50 PART I HOW THEY USE IT SOCIO-DEMOGRAPHICS OF THE CAR2GO MEMBERS AGE GENDER EDUCATION

51 TABLE 5.1: SOCIO-DEMOGRAPHICS OF RESPONDENTS OCCUPATION PLACE OF LIVING AGE Frequency Percent Average 29,9 Min 19 Max % % % % Total % GENDER Frequency Percent Males 75 79% Females 20 21% Total % EDUCATION Frequency Percent Basic school (to 9th or 10th grade) 2 2% General upper secondary school (high school, HF, HH, HTX, STX) 15 16% Vocational education (Trade- or technical school) 10 10% Short circle higher education (1-2 years) 5 5% Medium circle higher education (2-4 years) 34 36% Long circle higher education (more than 4 years, ex. master degree) 29 31% Total % OCCUPATION Frequency Percent Student 24 25% Full-time employee 60 64% Part-time employee 3 3% Self-employed 5 5% Job seeking 3 3% Total % PLACE OF LIVING Frequency Percent Copenhagen (and Frederiksberg) 91 96% Outside of Copenhagen (and Frederiksberg) 4* 4% Answered question % * Dragør, Gentofte, Hvidovre and Risskov 51 OF 108

52 CAR2GO TRIPS OBSERVED USE OF CAR2GO FIGURE 5.1: AVERAGE CARS IN USE BY WEEKDAY FIGURE 5.2: AVERAGE CARS IN USE BY TIME OF DAY

53 58% 37% USE OF CAR2GO SPAN OF TRIPS PURPOSE OF TRIPS percent percent of cases. 10% Social errands Work-related Try car2go Other Moving goods FIGURE 5.3: TRIP PURPOSE each category. 7% 53 OF 108 6%

54 REASON FOR USING CAR2GO 66% 57% 61% 30% 11% Easiest Fastest Weather Cheapest Own transportation mode out of FIGURE 5.4: REASON order each category. 7% A SUBSTITUTION OF OTHER MODES? FIGURE 5.5: REPLACE different transportation modes. 9% Would not have made the trip Public transportation 29% 25% 4% 4% Bicycle Taxi Car Walking

55 ,, TABLE 5.2: SUBSTITUTION OF MODE(S) ONE MODE Frequency Percent Public transportation 37 39% Taxi 14 15% Bicycle 11 12% Private car 2 2% Walk 1 1% Would not have made the trip 8 8% Total 73 77% TWO MODES OR MORE Frequency Percent Bicycle and/or public transportation 11 12% Public transportation and/or taxi 3 3% Bicycle and/or taxi 3 3% Public transportation, bicycle, and/or taxi 2 2% Private car and/or taxi 1 1% Private car and/or public transportation 1 1% Bicycle, public transportation, and/or Uber 1 1% Total 22 23% SUM OF SUBSTITUTION OF MODES % Note: walking in combination with other modes has been excluded. 55 OF 108

56 TRAVEL BEHAVIOUR TRANSPORTATION MODES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Daily Weekly Monthly Rarely Never Car Bicycle Public transportation car2go Taxi FIGURE 5.6: FREQUENCY IN USE OF TRANSPORTATION MODES

57 MULTIMODALITY. CAR 17% CAR 26% PUBLIC TRANSPORTA TION 21% CAR2GO 18% TAXI 8% BICYCLE 53% 5.8: UNIMODAL (N=34) CAR 9% PUBLIC TRANSPORTA TION 44% CAR2GO 1% BICYCLE 46% 5.9: MULTIMODAL (N=41) BICYCLE 30% PUBLIC TRANSPORTA TION 27% 5.10: HYPER-MULTIMODAL (N=20) FIGURE 5.7: MULTIMODALITY OF RESPONDENTS UNIMODAL 36% MULTIMODAL, 43% HYPER- MULTIMODAL 21% 57 OF 108

58 CAR OWNERSHIP THE CAR OWNING RESPONDENTS p THE CAR-LESS RESPONDENTS

59 YES, AND I STILL DO 40% NO 46% 5.12: BUYING CAR? All the respondents not YES, BUT I DO NOT ANYMORE 14% Car2go's influence on selling Not at all 1 1% To some extent 1 1% To a large extent 2 2% CAR-LESS, WITH ACCESS TO CAR 22% 5.11: CAR OWNERSHIP Total 4 4% Missing 91 96% Total % Car2go's influence on not buying Not at all 4 4,2% CAR OWNERS 23% CAR-LESS 55% To some extent 4 4,2% To a large extent 2 2,1% Total 10 10,5% Missing 85 89,5% Total % DOES CONSIDER SELLING 18% 5.13: SELLING CAR? TABLE 5.3: CAR2GO S INFLUENCE DOES NOT CONSIDER SELLING 82% 59 OF 108

60 ATTITUDES, FIGURE 5.14: ATTITUDE STATEMENTS Bicycle in social circle Car in social circle Car necessary in CPH 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Disagree Neither nor Agree Stronly agree

61 QUESTIONNAIRE FINDINGS

62 BENJAMIN CHRIS DANNY FREDERIK THE INTERVIEWEES GEORG HANNAH

63 LOUISE METTE MICHAEL PER feel good. STEIN YASMIN

64 PART II WHY THEY USE IT IDEAL MEMBER TYPES

65 FIGURE 5.15: IDEAL MEMBER TYPES

66 THE CAR-LESS MEMBERS.,,,,. TABLE 5.4: HOW CAR-LESS MEMBERS OTHERWISE COVER THEIR CAR NEEDS ACCESS TO CAR THROUGH OTHERS Benjamin Frederik Hannah Yasmin Louise PEER-TO-PEER SERVICES Per Michael Mette TWO-WAY CARSHARING SERVICES Michael.

67 My parents car is primarily for longer trips, if I need to go daily life..

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69 , for some,.

70 THE ADDICTS the heat. it. It s like that sometimes. THE CAR OWNERS

71 parking fees., my car., 71 OF 108

72 , money.. this: is parked.

73 SUMMARY 73 OF 108

74 PART III THE POTENTIAL OF CAR2GO. TABLE 5.5: INTERVIEWEES AS ADOPTERS INNOVATORS effect. If there comes an electric car, then I ll try that too. THE ADOPTERS Innovators Early adopters Early majority Late majority Laggards Michael Georg Per Chris Stein Mette Hannah Louise Frederik Benjamin Danny Yasmin

75 . EARLY ADOPTERS for free. EARLY MAJORITY,, 75 OF 108

76 LATE MAJORITY

77 PERCEPTION OF CAR2GO EASY AND CONVENIENT FIGURE 5.16: DIAGRAM SHOWING THE FREQUENCY OF WORDS ASSOCIATED WITH CAR2GO BY SIZE INNOVATIVE AND SMART 77 OF 108

78 I think they are on to something. YOUTHFUL SUSTAINABLE CONSUMPTION

79 ,. 79 OF 108

80 SUMMARY

81 81 OF 108

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83 6 DISCUSSION 83 OF 108

84 EFFECT AND POTENTIAL VEHICLE KILOMETRES DRIVEN MORE OR LESS BUYING OR SELLING THE PRIVATE CAR

85 CAR2GO AND TWO WAY CARSHARING 85 OF 108

86 MORE TRIPS DEMAND MORE FLEXIBILITY THE FLUID CAR OWNERS

87 FUTURE RESEARCH GPS TRACKING AND A CONTROL GROUP REPEAT AT A LATER POINT 87 OF 108

88 CAR2GO Danmark

89 89 OF 108

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91 7 CONCLUSIONS 91 OF 108

92 CHARACTERISTICS AND USAGE.

93 FUTURE AND POTENTIALS. 93 OF 108

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95 8 WHAT S NEXT? 95 OF 108

96 1 : 1 changes and challenges.

97 97 OF 108

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99 REFERENCES 99 OF 108

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103 : th 103 OF 108

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105 SPOT ONE ERROR 105 OF 108

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107 APPENDIX 107 OF 108

108 APPENDIX 1: RESUMÉ OF INTERVIEW WITH ANDERS KRAGELUND 2 APPENDIX 2: TRANSCRIPTION OF INTERVIEW WITH JÖRG FIRNKORN 3 APPENDIX 3: TRANSCRIPTION OF INTERVIEW WITH ANNETTE KAYSER 10 APPENDIX 4: THE QUESTIONNAIRE 16 APPENDIX 5: QUESTIONNAIRE STATISTICS 22 APPENDIX 6: USER INTERVIEW GUIDE 26 APPENDIX 7: TRANSCRIPTION OF INTERVIEW WITH STEIN 27 APPENDIX 8: TRANSCRIPTION OF INTERVIEW WITH PER 33 APPENDIX 9: TRANSCRIPTION OF INTERVIEW WITH BENJAMIN 37 APPENDIX 10: TRANSCRIPTION OF INTERVIEW WITH FREDERIK 39 APPENDIX 11: TRANSCRIPTION OF INTERVIEW WITH CHRIS 42 APPENDIX 12: TRANSCRIPTION OF INTERVIEW WITH DANNY 45 APPENDIX 13: TRANSCRIPTION OF INTERVIEW WITH MICHAEL 48 APPENDIX 14: TRANSCRIPTION OF INTERVIEW WITH GEORG 52 APPENDIX 15: TRANSCRIPTION OF INTERVIEW WITH HANNAH 55 APPENDIX 16: TRANSCRIPTION OF INTERVIEW WITH YASMIN 58 APPENDIX 17: TRANSCRIPTION OF INTERVIEW WITH METTE 61 APPENDIX 18: TRANSCRIPTION OF INTERVIEW WITH LOUISE 64