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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.
摘要：
本研究旨在了解神奇宝贝GO的影响，一个流行的基于位置的增强现实（AR）移动游戏应用程序，路线和模式选择。神奇宝贝GO利用AR在固定和动态位置引入虚拟对象，通过应用程序界面转化为现实世界中可能影响用户路线和模式选择的激励措施。它的游戏性质和社交组件可以通过应用游戏元素的特征并提供竞争机会来增强用户的长期参与度，合作,陪伴,和社会强化。进行了一项在线调查，以收集一组神奇宝贝GO用户的自我报告行为，以探索其对旅行行为的以下方面的影响：（1）更改路线以与虚拟物体进行交互的频率；（2）更多拼车而不是单独驾驶以进行更多应用内协作的可能性；（3）将模式从单独驾驶转向公共交通的可能性，走路,和骑自行车，如果提供额外的奖励。使用随机参数有序概率模型对包括频率和可能性在内的有序调查响应进行分析，以解释用户之间未观察到的异质性，并确定更容易受到神奇宝贝GO影响的旅行者亚种群。建模结果确定了四种类型的变量(与神奇宝贝GO相关的态度和感知，应用程序参与,游戏风格,和社会人口统计特征)，影响用户的旅行行为。结果表明，这些具有集成AR的应用程序，游戏化，政策制定者可以利用社会成分来影响旅行行为的各个方面。研究结果和见解可以为系统运营商提供有价值的反馈，以设计此类应用程序以实时动态管理流量并促进长期可持续模式转变。
