Impacts of Pokémon GO on route and mode choice decisions: exploring the potential for integrating augmented reality, gamification, and social components in mobile apps to influence travel decisions

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Abstract

This study aims to understand the impacts of Pokémon GO, a popular location-based augmented reality (AR) mobile gaming app, on route and mode choices. Pokémon GO leverages AR to introduce virtual objects at fixed and dynamic locations that translate through the app interface to incentives in the real world that potentially influence users’ route and mode choices. Its gaming nature and social components can possibly enhance long-term user engagement through applying the characteristics of game elements and providing opportunities for competition, collaboration, companionship, and social reinforcement. An online survey is conducted to collect the self-reported behavior of a group of Pokémon GO users to explore its impacts on the following aspects of travel behavior: (1) the frequency of changing the route to interact with virtual objects; (2) the likelihood of carpooling more instead of driving alone for more in-app collaboration; and (3) the likelihood of shifting mode from drive alone to public transit, walking, and cycling if provided with additional incentives. The ordered survey responses including frequency and likelihood are analyzed using random parameters ordered probit models to account for the unobserved heterogeneity across users and identify subpopulations of travelers who are more susceptible to the influence of Pokémon GO. The modeling results identify four types of variables (attitude and perceptions related to Pokémon GO, app engagement, play style, and sociodemographic characteristics) that affect users’ travel behavior. The results illustrate that such apps with integrated AR, gamification, and social components can be used by policymakers to influence various aspects of travel behavior. The study findings and insights can provide valuable feedback to system operators for designing such apps to dynamically manage traffic in real-time and promote long-term sustainable mode shifts.

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Author and article information

Contributors

Yuntao Guo:

ORCID: http://orcid.org/0000-0001-9649-5121

yuntaoguo@tongji.edu.cn

Bio :

Dr. Yuntao Guo

is currently an Assistant Professor at Tongji University. He received his undergraduate degree from Hong Kong University of Science and Technology, masters from University of Southern California, and doctorate from Purdue University. His research interests include connected and automated transportation, travel behavior, technology adoption, and road user safety.

Srinivas Peeta:

Bio :

Dr. Srinivas Peeta

is the Frederick R. Dickson Chair and Professor, with a join appointment in the school of Civil and Environmental Engineering and the H. Milton Stewart School of Industry and Systems Engineering. He was the director of the Nextrans Center, the USDOT Region 5 University Transportation Center. His research interests are multidisciplinary, span several methodological domains, and include among others: large-scale transportation systems modeling and analysis, real-time information-based navigation in vehicular traffic networks, modeling human behavior/learning associated with drivers/travelers, and modeling policy options that impact transportation system evolution.

Shubham Agrawal:

Bio :

Dr. Shubham Agrawal

is a postdoctoral fellow at Clemson University in the Department of Sociology, Anthropology and Criminal Justice. He received his Ph.D. and M.S. degrees in Civil Engineering (Transportation) from Purdue University, and his B.Tech. in Civil Engineering from the Indian Institute of Technology (IIT) Bombay. His research examines the impacts of emerging transportation technologies on travel behavior, driver cognition and psychology, driving workforce, economy, and environment.

Irina Benedyk:

Bio :

Dr. Irina Benedyk

is an Assistant Professor at Department of Civil, Structural and Environmental Engineering, SUNY at Buffalo. She holds B.Sc. and Ph.D. degrees in Economics and Management with concentration in Maritime Transportation from the Novorossiysk State Maritime Academy, and M.Sc. degree in Civil Engineering from the Purdue University. Her primary research interest include freight intermodal transportation (both supply and demand side) and human factors in transportation.

Journal

Journal ID (nlm-ta): Transportation (Amst)

Journal ID (iso-abbrev): Transportation (Amst)

Title: Transportation

Publisher: Springer US (New York )

ISSN (Print): 0049-4488

ISSN (Electronic): 1572-9435

Publication date (Electronic): 24 February 2021

Pages: 1-50

Affiliations

[1 ]GRID grid.24516.34, ISNI 0000000123704535, Department of Traffic Engineering and Key Laboratory of Road and Traffic Engineering, Ministry of Education, , Tongji University, ; 4800 Cao’an Road, Shanghai, 201804 China

[2 ]GRID grid.410445.0, ISNI 0000 0001 2188 0957, Department of Civil and Environmental Engineering, , University of Hawaii At Manoa, ; 2500 Campus Road, Honolulu, HI 96822 USA

[3 ]GRID grid.213917.f, ISNI 0000 0001 2097 4943, School of Civil and Environmental Engineering, and H. Milton Stewart School of Industrial and Systems Engineering, , Georgia Institute of Technology, ; 790 Atlantic Drive, Atlanta, GA 30332 USA

[4 ]GRID grid.169077.e, ISNI 0000 0004 1937 2197, Lyles School of Civil Engineering/NEXTRANS Center, , Purdue University, ; 3000 Kent Avenue, West Lafayette, IN 47906 USA

[5 ]GRID grid.273335.3, ISNI 0000 0004 1936 9887, Department of Civil, Structural and Environmental Engineering, , University at Buffalo, ; Buffalo, NY 14260 USA

Author information

Yuntao Guo http://orcid.org/0000-0001-9649-5121

Article

Publisher ID: 10181

DOI: 10.1007/s11116-021-10181-9

PMC ID: 7903220

SO-VID: 8ccbd3e4-dbf8-48d7-b234-ca796d58b579

License:

This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic.

History

Date accepted : 8 February 2021

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