The provision of on-demand door-to-door trips within the hailing sector has experienced significant disruptions in the last years due to the advent of ride-hailing services. The evolution of the sector is ongoing and one of the latest novelties is the introduction of e-hailing, which allows the booking of conventional regulated taxis through digital applications. The regulatory and technological dimensions of taxi and ride-hailing seem to play a key role when trying to explain users’ choices of hailing services. For this reason, providing travelers with an option that combines traditional regulated services with the advantages of digital applications promises significant changes in users’ preferences. This paper aims to understand the preferences of hailing users taking Spain as case study because of the controversy after the advent of competition in the hailing market. To that end, a Generalized Structural Equation Model (GSEM) has been built to simultaneously study the influence of socioeconomic characteristics, latent psychological constructs, and mobility habits on individuals’ frequency of use of hailing services and their probability to belong to a specific hailing user profile. The results show that the adoption of ride-hailing and e-hailing is mainly influenced by psychological constructs. Individuals who wish to enjoy a high quality of service, but are not so liberal from the economic perspective, are more likely to have used e-hailing. Furthermore, the frequency of use of hailing services is affected by psychological constructs as much as by socio-economic variables and mobility habits. Finally, the effect of the openness to competition in the hailing market is discussed.

由于网约车服务的出现，过去几年，网约车行业提供的按需上门旅行经历了重大中断。该行业正在不断发展，最新的创新之一是电子叫车的引入，它允许通过数字应用程序预订传统的受监管出租车。在试图解释用户对网约车服务的选择时，出租车和网约车的监管和技术维度似乎发挥了关键作用。因此，为旅行者提供将传统监管服务与数字应用程序优势相结合的选择，有望显着改变用户的偏好。本文旨在以西班牙为例，了解网约车用户在网约车市场竞争进入后的争议中的偏好。为此，建立了一个广义结构方程模型 (GSEM)，以同时研究社会经济特征、潜在心理结构和移动习惯对个人使用打车服务的频率及其属于特定打车用户的概率的影响轮廓。结果表明，网约车和网约车的采用主要受心理结构的影响。希望享受高质量服务但从经济角度看不那么自由的个人更有可能使用网约车。此外，网约车服务的使用频率不仅受社会经济变量和出行习惯的影响，还受心理结构的影响。最后，讨论了网约车市场开放竞争的效果。