  The growth of ridehailing (RH) companies over the past few years has affected
urban mobility in numerous ways. Despite widespread claims about the benefits
of such services, limited research has been conducted on the topic. This paper
assesses the willingness of Munich transportation users to pay for RH services.
Realizing the difficulty of obtaining data directly from RH companies, a stated
preference survey was designed. The dataset includes responses from 500
commuters. Sociodemographic attributes, current travel behavior and
transportation mode preference in an 8 km trip scenario using RH service and
its similar modes (auto and transit), were collected. A multinomial logit model
was used to estimate the time and cost coefficients for using RH services
across income groups, which was then used to estimate the value of time (VOT)
for RH. The model results indicate RH services popularity among those aged 18
to 39, larger households and households with fewer autos. Higher income groups
are also willing to pay more for using RH services. To examine the impact of RH
services on modal split in the city of Munich, we incorporated RH as a new mode
into an existing nested logit mode choice model using an incremental logit.
Travel time, travel cost and VOT were used as measures for the choice commuters
make when choosing between RH and its closest mode, metro. A total of 20
scenarios were evaluated at four different congestion levels and four price
levels to reflect the demand in response to acceptable costs and time
tradeoffs.
