Teodora Golubović, Milica Maričić, Nikola Drinjak


Shared mobility can be defined as transportation services and systems that allow individuals to access and use vehicles or means of transportation on a shared basis rather than owning them. Forms of shared mobility encompass ride-sharing, carpooling, bike-sharing, car-sharing, and others. The question that tackles practitioners in the field is how users of these services can be segmented. Therefore, this study aims to segment Serbian users of a ride-sharing platform, BlaBlaCar. The data utilised in the paper was collected through an empirical study conducted from May to December 2023. Employing the k-means clustering algorithm, the resulting segments provide insights into the differences in behaviour, experience, and satisfaction with the BlaBlaCar platform and service among users. This research serves as a potential catalyst for further exploration of segmentation analysis in the fields of sharing economy and shared mobility.

Cite this article

Golubović, T., Maričić, M., & Drinjak, N. (2024, May 10-11). Segmentation of ride-sharing consumers: The case of BlaBlaCar users from the Republic of Serbia. In M. Maričić, V. Jeremić & N. Zornić. (Eds.), Proceedings of the first International conference on sharing economy and contemporary business models: Theory and practice, IC-SHARE 2024, Belgrade, Serbia, (pp. 16-20). https://doi.org/10.62863/QSVS4483