Surge Pricing Moves Uber's Driver-Partners
Surge Pricing Moves Uber's Driver-Partners
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DOI：
10.1145/3219166.3219192
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发表时间：
2018-06
期刊：
影响因子：
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通讯作者：
Alice Lu;P. Frazier;Oren Kislev
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文献类型：
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作者：
Alice Lu;P. Frazier;Oren Kislev
我们研究了动态定价（所谓的“激增定价”）对Uber司机合作伙伴搬迁决策的影响以及他们收集的相应收入。使用系统中断产生的自然实验，该系统为Uber 10个主要城市的部分司机合作伙伴产生了激增定价热图，以及差异中的差异方法，我们研究了激增热图的可见性对1）司机决定搬迁到价格更高或更低的地区以及2）司机收入的短期影响。我们证明了看到浪涌热图的能力对这两个结果都有统计学上的显著影响。能够看到激增热图解释了10%-60%的优步司机的自我定位决策，吸引司机前往价格更高的地区，并将司机在激增行程中的收入增加高达70%。这表明，动态定价有助于司机移动到乘客需求最大的地方，从而减少了空间搜索摩擦和空间不匹配，改善了乘客和司机的等待时间和福利。
We study the impact of dynamic pricing (so-called "surge pricing") on relocation decisions by Uber's driver-partners and the corresponding revenue they collected. Using a natural experiment arising from an outage in the system that produces the surge pricing heatmap for a portion of Uber's driver-partners over 10 major cities, and a difference-in-differences approach, we study the short-run effect that visibility of the surge heatmap has on 1) drivers' decisions to relocate to areas with higher or lower prices and 2) drivers' revenue. We demonstrate that the ability to see the surge heatmap has a statistically significant impact on both outcomes. Ability to see the surge heatmap explains 10%-60% of Uber drivers' self-positioning decisions, attracts drivers toward areas with higher surge prices, and increases drivers' revenue on surged trips by up to 70%. This suggests that dynamic pricing helps drivers move to where riders' demand is largest, and that the resulting reduction in spatial search friction and spatial mismatch improves waiting times and welfare for both riders and drivers.