Nudging responsible car-sharing behaviors among Modo users

推动 Modo 用户负责任的汽车共享行为

• 批准号: 501185-2016
• 负责人: Zhao, Jiaying
• 金额: $ 1.57万
• 依托单位: University of British Columbia
• 依托单位国家: 加拿大
• 项目类别: Engage Grants Program
• 财政年份: 2016
• 资助国家: 加拿大
• 起止时间: 2016-01-01 至 2017-12-31
• 项目状态: 已结题
• 来源: https://www.nserc-crsng.gc.ca/ase-oro/Details-Detailles_eng.asp?id=608512
• 关键词: Nudging; responsible; car; sharing; behaviors

Car-sharing provides an affordable, convenient, and environmentally-friendly mode of personal transportation. Modo is one of the oldest car-sharing providers in the world and a Vancouver cooperative. However, Modo is facing irresponsible vehicle use from its members. Specifically, Modo members often fail to remove their detritus from the vehicle upon completion of their trip. This irresponsible behavior presents a dilemma to Modo, where the cost of hiring more staff to clean the vehicles is prohibitive and the poor condition of the vehicles is decreasing their appeal. The current project uses an innovative behavioral economics approach to develop simple nudges to change user behavior to encourage responsible car-sharing among Modo members. Specifically, we design two nudges based on member responsibility and personal convenience by: (1) providing a reminder card in the vehicle to emphasize the responsibility to keep the vehicle clean, and (2) providing a garbage bin at the vehicle parking spot to make personal detritus disposal more convenient. We will test the efficacy of these nudges in a randomized field experiment. This project can provide cost-effective behavioral solutions to car-sharing issues caused by irresponsible user behaviors, facilitating wider adoption of car-sharing as a viable alternative to private vehicle ownership.

汽车共享提供了一种负担得起的，方便的，环保的个人交通方式。Modo是世界上最古老的汽车共享提供商之一，也是温哥华的一家合作社。然而，Modo正面临其成员不负责任的车辆使用。具体来说，Modo成员在完成旅行后往往无法从车上清除碎屑。这种不负责任的行为给Modo带来了一个两难的境地，雇佣更多的工作人员来清洁车辆的成本令人望而却步，而车辆的恶劣状况正在降低它们的吸引力。目前的项目使用创新的行为经济学方法来开发简单的轻推来改变用户行为，以鼓励Modo成员之间负责任的汽车共享。具体而言，我们设计了两个基于成员责任和个人便利的助推：（1）在车辆中提供提醒卡，以强调保持车辆清洁的责任，（2）在车辆停车点提供垃圾箱，使个人碎屑处理更方便。我们将在一个随机的现场实验中测试这些轻推的有效性。该项目可以为不负责任的用户行为引起的汽车共享问题提供具有成本效益的行为解决方案，促进更广泛地采用汽车共享作为私人汽车所有权的可行替代方案。