This research investigates how employees of small-to-medium-sized enterprises (SMEs) in urban redevelopment areas make transport mode choices for business-related trips, using the KeileCollectief pilot in Rotterdam as a case study. Drawing on a literature review, expert interviews, and a stated choice experiment (SCE) analyzed through discrete choice modeling, the study identifies the influence of both operational and socio-demographic factors on shared mobility adoption. Key attributes examined include parking distance, booking time, and arrival time deviation, alongside variables such as age, gender, and community belonging. Results reveal that shorter booking times, reduced parking distances, and minimal arrival time deviations increase the likelihood of selecting shared mobility modes over private cars. However, socio-demographic effects were less consistent, challenging common assumptions about their role in mode choice. The findings provide actionable recommendations for municipalities and mobility providers, including tailoring shared mobility solutions to context-specific needs and improving usability to encourage adoption. This research contributes to the shared mobility literature by focusing on SME contexts while also offering methodological
insights for stated choice experiment design in localized urban mobility studies.