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Promoting the use of new mobility services
Social Acceptance Model-based Simulation predicts changes in people's intention to use and aims to realize sustainable mobility services rooted in local communities.
Challenge in introducing new mobility services
In rural areas, due to the reduction of public transportation, expectations are growing for new mobility services. However, concerns about safety, complexity of usage, and reluctance to pay fees persist. These form psychological barriers that prevent residents from using such services. Furthermore, it is difficult for municipalities and businesses to judge effective measures before they are introduced.
Social Acceptance Model-based Simulation
Predicting changes in people's intentions to use the service and simulating the effects of various measures such as public awareness activities, increasing the number of ride-sharing taxies, this simulation enables preliminary verification and supports introduction. In addition, it allows us to verify the degree of regional settlement over the long term to realize sustainable service design.
The Benefits of Social Acceptance Model-based Simulation
- Analysis of psychological factors
- It is now possible to simulate changes in user intentions.
- Prior verification of policy effects
- Various measures can be evaluated by simulation before implementation, and their optimal combination and implementation timing can be proposed.
- Localization of services
- It supports sustainable service design by predicting not only short-term effects but also long-term changes in user intentions.
- Decision support for local governments and transportation
- By visualizing the simulation results, it supports the examination of measures to increase user usage.
- Applicability to various mobility services companies
- Applicable to multiple mobility services such as shared taxis, ride-sharing, and on-demand buses.
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Technical overview
Target Industry/Users
This technology is intended for local governments and transportation companies that make decisions regarding and operate new mobility services (e.g., shared taxis).
Challenges in Target Industry and Operations
- In rural areas of Japan, the declining birthrate and aging population have led to the abolition or reduction of public transportation routes (e.g., trains and buses), making it difficult for residents to secure transportation.
- To overcome this situation, new mobility services such as shared taxis are expected to be introduced as alternatives to existing public transportation.
- However, the level of acceptance of new mobility services depends on various psychological factors, such as safety, trust, and perceived usefulness.
- To promote widespread adoption, it is necessary to accurately identify how psychological factors influence people's intention to use the service and to create measures that encourage behavior change.
Technical Challenges
It has been difficult to predict the extent to which people would accept and use new transportation services.
Solutions
- Social Acceptance Model-Based Simulation was developed by combining Nagoya University's social acceptance model, which analyzes psychological factors influencing transportation choices, with Fujitsu's agent simulation technology for digital twin-based behavior prediction.
- This technology is considered one of the digital rehearsal technologies. (Other digital rehearsal technologies: Measures for Traffic Congestion in Urban Areas)
- This makes it possible to simulate and predict in advance how measures (e.g., public relations campaigns) aimed at increasing the number of users will affect the psychology of residents (e.g., leading to perceptions like "this looks convenient" or "I want to use it"), and thereby ultimately increase the number of users.
Overview of social acceptance model-based simulation
Fujitsu's Technological Advantage
Social Acceptance Model-Based Simulation has made it possible to simulate people's internal states, such as changes in their intention to use a service.
The Benefits of Social acceptability model-based simulation
Social Acceptance Model-Based Simulation brings value by increasing the willingness to use new mobility services and facilitating their establishment in local communities.
Use Cases
- Local governments and transportation companies:
- It can be used to consider measures aimed at increasing the willingness to use new mobility services (e.g., shared taxis and shared mobility).
- By preparing measures tailored to the requests of local governments and transportation companies, it is possible to carry out various preliminary studies.
Visualize the impact of measures through simulation
Case studies
- Support for planning measures to promote the use of on-demand shared taxis in Kawanishi Town, Nara Prefecture:
- The social acceptance model-based simulation optimized two measures: "public relations activities" and "service expansion by increasing the number of vehicles." This optimization considered constraints like the PR budget and vehicle availability. It also factored in two psychological elements crucial for user intention: "recognition of the service" and "perceived usefulness."
- As a result, we succeeded in creating measures that increased the intention to use the service by approximately 20% and promoted its sustained use.
Technical Trial
- Demo Video
- A Proof of Concept（PoC） is possible.
Related Information
- Press releases
- Others
- September 1, 2023 "Fujitsu - Nagoya University Social Digital Twin Research Division"