New app-based mobility services are revolutionizing urban transport. Particularly, ride-hailing has experienced a worldwide boom in the last decade since it provides a convenient, on-demand door-to-door service for urban trips. In parallel, an increasing number of studies have been conducted, mainly analyzing individuals’ behavior towards this transport option, mobility patterns, as well as ride-hailing effects on urban sustainability. Nevertheless, the majority of these contributions focus on US cities, while almost no efforts have been devoted to other geographic areas, such as Europe. Cities in this continent present some particular characteristics that make them a case worth investigating, such as a higher presence of public transport modes or a great public concern on environmental issues. The aim of this paper is to explore travel behavior towards ride-hailing services in a European city. Based on the information collected from a survey campaign in the city of Madrid (Spain), we estimate a Generalized Heterogeneous Data Model approach to identify the key factors motivating ride-hailing adoption and frequency of use. The paper identifies a higher adoption of ride-hailing services among young, well-educated, wealthy individuals, who are familiar with new technologies. More interestingly, the research suggests a noticeable role played by environmental consciousness in ride-hailing frequency of use, compared to US cities. Particularly, individuals with lower environmental consciousness are more car-oriented, which is also linked to a more intense use of ride-hailing. By contrast, individuals with a higher environmental consciousness tend to reduce their use of ride-hailing, which reflects their propensity towards public transport in a transit-intensive background.

新的基于应用程序的移动服务正在彻底改变城市交通。特别是，打车服务在过去十年中经历了全球繁荣，因为它为城市旅行提供了方便、按需的上门服务。与此同时，开展了越来越多的研究，主要分析个人对这种交通方式的行为、出行方式以及网约车对城市可持续性的影响。尽管如此，这些贡献中的大部分都集中在美国城市，而几乎没有致力于其他地理区域，例如欧洲。这个大陆的城市具有一些特殊的特征，使它们成为一个值得调查的案例，例如公共交通方式的存在或公众对环境问题的高度关注。本文的目的是探索欧洲城市的乘车服务的出行行为。根据从马德里（西班牙）市的一项调查活动收集的信息，我们估计了一种广义异构数据模型方法，以确定推动网约车采用和使用频率的关键因素。该论文指出，在熟悉新技术的年轻、受过良好教育、富有的个人中，网约车服务的采用率更高。更有趣的是，该研究表明，与美国城市相比，环境意识在网约车使用频率中发挥了显着的作用。特别是，环保意识较低的人更偏向于汽车，这也与更频繁地使用网约车有关。相比之下，