Choosing between Social and Market Solutions: Social Embeddedness in Domain Choice of Carpooling vs. Uber

• In Event: 41021 - Student Forum Refereed Roundtables
  In Refereed Roundtable (90 minute): Roundtable 21: Quantitative Methods

Abstract

Carpooling is an effective method to reduce energy consumption and emissions. However, we don’t know much about the choice process between social solutions(Carpooling) and market solutions(Uber/Lyft/etc.). I attempted to uncover the construction of personal choice for carpooling using survey data (n=89). This study found that in-group friends are the primary source of carpooling. Survey experiments showed that group mentions increase carpooling choice, and regression analysis confirmed carpooling opportunity as a mediator between social activities and carpooling. There is an aspect of carpooling ‘chance’ that people do not explicitly think about but consider unconsciously when choosing transportation. My findings indicate that existing social relationships shape the choice between the two domains, social and market. This can be understood as the transition of social capital into an economic outcome, as carpooling reduces transportation expenditures by decreasing reliance on market solutions. In conclusion, carpooling shows the importance of social embeddedness in our domain choice.

Author

• Eunsang Kim, Yonsei University