This paper presents a study investigating the potential market of ridesourcing services, with a focus on the attitudinal and preferential differences between Millennials and Generation Xers. Data obtained from a stated preference survey were utilized, where the respondents were asked to choose between a conventional mode (private vehicle driver, transit, or private vehicle passenger) and ridesourcing modes (exclusive ride and shared ride). Error component nested logit models were developed for Generation Xers and Millennials, respectively. Latent attitudes derived through factor analysis were incorporated into models. A wide range of attitudinal indicators, including general mobility attitudes, perceived benefits and concerns of shared mobility services, reasons for or against owning a car, reasons for ridings Autonomous Vehicles (AV), and the most desired AV features were considered to extract latent attitudes. Model results indicated distinct mode choice behavior between Millennials and Generation Xers. For Generation Xers, the choice to switch to ridesourcing was highly dependent on the perceived time and cost benefits of shared mobility. On the other hand, Millennials’ choices were more likely to be influenced by their attitudes or desire toward technology, on-demand services, and driving stress relief. Interestingly, the joy of driving showed a negative impact on Millennials' use of shared-ride services only. The findings from this study provide a more in-depth understanding of the distinct behavior of Generation Xers and Millennials toward shared mobility services, which could help develop strategies and policies to focus more effectively on the needs and concerns of individuals based on their characteristics and attitudes and help promote sustainable transportation system.

本文介绍了一项调查乘车服务潜在市场的研究，重点关注千禧一代和 X 一代之间的态度和偏好差异。使用了从既定偏好调查中获得的数据，其中要求受访者在传统模式（私家车司机、公交或私家车乘客）和拼车模式（独家乘车和共享乘车）之间进行选择。误差组件嵌套 logit 模型分别为 X 一代和千禧一代开发。通过因素分析得出的潜在态度被纳入模型。广泛的态度指标，包括一般出行态度、共享出行服务的感知利益和担忧、拥有或反对拥有汽车的原因、乘坐自动驾驶汽车 (AV) 的原因，最想要的 AV 特征被认为是提取潜在的态度。模型结果表明千禧一代和 X 一代之间存在不同的模式选择行为。对于 X 一代来说，转向拼车服务的选择在很大程度上取决于共享出行的时间和成本效益。另一方面，千禧一代的选择更有可能受到他们对技术、按需服务和驾驶压力缓解的态度或愿望的影响。有趣的是，驾驶乐趣仅对千禧一代使用共享乘车服务产生负面影响。这项研究的结果更深入地了解了 X 一代和千禧一代对共享移动服务的独特行为，