讲座：Rider Behavior and Efficiency of Dockless Bike Sharing Systems
题 目：Rider Behavior and Efficiency of Dockless Bike Sharing Systems
嘉 宾：Huan Cao, PhD candidate, University of Maryland
主持人：花成 助理教授 上海交通大学安泰经济与管理学院
时 间：2021年11月12日（周五） 20:00-21:30
In recent years, urban bike-sharing systems developed in two main forms: Dock-based systems that rely on ﬁxed location docks to park at and pick up bicycles from, and Dockless systems which allow users to pick up and drop off bikes anywhere. By eliminating reliance of ﬁxed docks, dockless systems provide significantly improved mobility and convenience to riders, however they have downsides such as urban clutter and bike pile-ups. In this paper we empirically analyze riders’ economic incentives in such a system and explore how to improve the efficiency of this business model. Speciﬁcally, we aim to answer the following questions: (i) What is the impact of number of bicycles in the system on efficiency? (ii) How can bike relocation be best used to improve utilization? (iii) How do the efficiency of dockless and dock-based systems compare? To address these questions, we ﬁrst build a microeconomic model of user decision making in a dockless bike sharing system. We then use this model together with transaction level data from a major dockless bike-sharing ﬁrm to structurally estimate the customer utility and demand parameters. Using this estimation in counterfactual analysis, we ﬁnd that the company can decrease the bicycle ﬂeet size by 40% while maintaining 85% of transactions, leading to estimated savings of $6.5 Million. We further ﬁnd that a spatial bicycle rebalancing system based on our customer utility model can improve daily transactions by approximately 25%. Finally, we demonstrate that without bicycle redistribution, a smartly designed dock-based system can signiﬁcantly outperform a dockless system.
Huan Cao is a Ph.D. Candidate in Operations Management at the Robert H. Smith School of Business at the University of Maryland, advised by Prof. Tunay Tunca. Before joining Smith, he received his bachelor's degree in Information Systems from Jiangsu University of Science and Technology and his master's degree in Management Science and Engineering from Shanghai Jiao Tong University. His research focuses on Economics of Operations Management, Empirical Operations Management, Sharing Economy, Data Analytics, and Project Scheduling.