The Influence of Demographic Variables on the Pooled Rideshare Acceptance Model Multigroup Analyses (PRAMMA)

Building on our prior research with a national survey sample of 5385 US participants, the Pooled Rideshare Acceptance Model (PRAM) was built upon two factor analyses. This exploratory study extends the PRAM framework using the Pooled Rideshare Acceptance Model Multigroup Analyses (PRAMMA) to examine how 16 demographic variables influence and interact with the acceptance of Pooled Rideshare (PR), filling a gap in understanding user segmentation and personalization. Using a national sample of 5385 US participants, this methodological approach allowed for the evaluation of how PRAM variables such as safety, privacy, service experience, and environmental impact vary across diverse groups, including gender, generation, driver’s license, rideshare experience, education level, employment status, household size, number of children, income, vehicle ownership, and typical commuting practices. Factors such as convenience, comfort, and passenger safety did not show significant differences across the moderators, suggesting their universal importance across all demographics. Furthermore, geographical differences did not significantly impact the relationships within the model, suggesting consistent relationships across different regions. The findings highlight the need to move beyond a “one size fits all” approach, demonstrating that tailored strategies may be crucial for enhancing the adoption and satisfaction of PR services among various demographic groups. The analyses provide valuable insight for policymakers and rideshare companies looking to optimize their services and increase user engagement in PR.. Authors: Gangadharaiah, Rakesh [Clemson University, Greenville, SC (United States)] (ORCID:0009000671391119); Brooks, Johnell O. [Clemson University, Greenville, SC (United States)]; Rosopa, Patrick J. [Clemson University, SC (United States)] (ORCID:0000000326730354); Boor, Lisa [J.D. Power, Troy, MI (United States)]; Kolodge, Kristin [J.D. Power, Troy, MI (United States)] (ORCID:0000000217347030). DOE Contract: EE0009205. Subjects: moderator; multigroup analysis; ride-hailing; rideshare; structural equation model (SEM); transportation network companies (TNCs)