Should traditional ride-hailing firms develop robotaxi service? Intra-firm and inter-firm competition analysis
研究了传统网约车企业在乘客对无人驾驶出租车态度不同时，是否应同时开发该服务，发现两个反直觉结果：乘客偏好人工驾驶时企业反而更愿开发；乘客偏好无人驾驶时仅在投资效率低时才开发。
In recent years, the accelerating breakthroughs in autonomous driving technology have catalyzed massive capital inflows into Robotaxi development, prompting ride-hailing service leading firms and emerging startups to commercialize Robotaxi service. However, considering the passengers’ attitude differences towards Robotaxi service and its co-opetition with traditional ride-hailing services, firms face complex strategic trade-offs when entering the Robotaxi market without giving up current ride-hailing services. In this paper, we develop a differentiated consumer utility model involving a traditional ride-hailing firm and a Robotaxi firm to examine the incentive for the traditional ride-hailing firm to also develop Robotaxi service, and we find that the effects of intra-firm competition and inter-firm competition lead to two counterintuitive results: (1) when passengers prefer human-driven service over Robotaxi service, the traditional ride-hailing firm surprisingly prefers to develop Robotaxi service; (2) when passengers exhibit preferences for Robotaxi service over human-driven service, the traditional ride-hailing firm is more likely to develop Robotaxi service only when the investment is less efficient, especially when the operational cost advantage of Robotaxi service is significant. Further, we find that the traditional ride-hailing firm’s Robotaxi development brings higher passenger surplus but may hurt the overall social welfare.