Responses of Freeway Users under Various Rewards Programs

Abstract

This study investigates the preferences of freeway users regarding various rewards programs and their effects on early departure time by using Logit and multi-level interval regression models based on the Cumulative Prospect theory (CPT). Four rewards programs are designed and compared. The estimation results for the rewards program choice model confirm the CPT theory that freeway users are risk averse on reward winning and overestimate low winning probability but underestimate high winning probability. Additionally, male and young drivers favor the program with high reward amount but low winning probability, while high-educated users prefer moderate rewards programs. All rewards programs have significant and positive effect on early departure behaviors. Freeway users who are allowed to choose their own preferred rewards programs are willing to depart 21.7 and 78.4 minutes earlier for weekday and weekend trips, respectively, implying the effectiveness of rewards effect in congestion relief.