Response mechanisms for incentives on a smartphone application to spur visits to city centers

抄録

In the realm of urban transportation planning, strategies that actively shape user behavior are gaining significance. This research delves into the efficacy of an incentive-based initiative launched in Nagoya, Japan, utilizing the smartphone application "Nagoya Moove" to promote visits to designated urban districts. Through an examination of user engagement in incentive-fueled "Missions," this research identifies key factors influencing behavioral responses. A decision tree analysis revealed that proximity to the mission site, possession of railway commuter passes around the mission site, and the timing of the mission elucidate the participation and completion mechanism. Although incentives effectively spur visits, their impact appears to be most pronounced within users' ordinal activity zones. Missions scheduled during weekday daytime hours garnered the highest response rate, whereas weekend missions boasted a greater completion rate. These findings offer tangible insights for crafting incentives within urban mobility systems that foster activity in city centers.