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<p>This study investigates individuals' preferences for different levels of taxi-hailing attributes using the Best–Worst Scaling (BWS) Case 2 method. By identifying the most (best) and least (worst) preferred options, the research provides insights into the key factors influencing user choice. A questionnaire focusing on four key attributes (Security/Confidence, Accessibility, Flexibility, and Safety), each with three distinct levels, was administered to respondents in Qazvin, Iran. Respondents selected the best and worst options from nine choice sets. Results from nine discrete choice models (paired, marginal, and marginal sequential) indicate that Security/Confidence is the most preferred attribute (with a maximum coefficient of 0.865), followed by Accessibility. At the attribute level, the ‘alert button’ and ‘access for users with disabilities’ ranked highest, with significant coefficients (ranging from 0.317 to 1.250, p &lt; 0.001). On the other hand, levels such as using user-friendly app, possibility of shared taxi-hailing, or type of vehicle suggest lower priority in most models. The paired models performed best across evaluation metrics (e.g., lowest MSE = 0.281). These findings emphasize the importance of security features and equitable access, providing practical implications for designing user-centric taxi-hailing apps to enhance trust, inclusivity, and satisfaction in urban transportation systems.</p>

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The Preferences of Choosing Different Levels of Taxi-Hailing Attributes Through the Best–Worst Scaling Method Case 2 (Case Study: Qazvin)

  • 期刊论文

  • 发表日期：

    2026年2月27日

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  • Mohsen Makaremi-Sharifi,
  • Amir Abbas Rassafi

摘要

This study investigates individuals' preferences for different levels of taxi-hailing attributes using the Best–Worst Scaling (BWS) Case 2 method. By identifying the most (best) and least (worst) preferred options, the research provides insights into the key factors influencing user choice. A questionnaire focusing on four key attributes (Security/Confidence, Accessibility, Flexibility, and Safety), each with three distinct levels, was administered to respondents in Qazvin, Iran. Respondents selected the best and worst options from nine choice sets. Results from nine discrete choice models (paired, marginal, and marginal sequential) indicate that Security/Confidence is the most preferred attribute (with a maximum coefficient of 0.865), followed by Accessibility. At the attribute level, the ‘alert button’ and ‘access for users with disabilities’ ranked highest, with significant coefficients (ranging from 0.317 to 1.250, p < 0.001). On the other hand, levels such as using user-friendly app, possibility of shared taxi-hailing, or type of vehicle suggest lower priority in most models. The paired models performed best across evaluation metrics (e.g., lowest MSE = 0.281). These findings emphasize the importance of security features and equitable access, providing practical implications for designing user-centric taxi-hailing apps to enhance trust, inclusivity, and satisfaction in urban transportation systems.