为分析奖励措施下共享单车用户的借还车行为意向, 弥补现有用户行为意向无法定量描述的不足, 文章基于计划行为理论, 提出了考虑不同感知成本的用户借还车行为意向的定量估计方法.首先从用户行为意向的影响因素出发,添加成本感知变量建立用户行为意向模型,利用预调查获取共享单车用户的个体特征和出行特征,通过正交实验法设计了关于出行目的、奖励金额与额外步行时间的出行场景问卷;然后利用收集的用户行为意向数据,基于出行效用理论建立用户行为选择概率模型,通过SPSS软件进行二项logistic回归求解模型参数,实现用户借还车行为意向的定量估计. 研究结果表明: 无论是借车还是还车,用户早高峰出行均具有更高的时间敏感性, 当额外步行时间大于8 min时,奖励金额以及规范停车区的设置对用户借还车行为的影响不明显;而当额外步行时间小于5 min时,奖励金额和规范停车区的设置能较好的影响用户的借还车行为.
Abstract
In order to analyze the borrowing and returning behavior intention of shared bicycle users under incentive measures and make up for the lack of quantitative description of the existing user behavior intention, this paper proposes a quantitative estimation method for user borrowing and returning behavior intention considering different perceived costs based on the theory of planned behavior. Firstly, starting from the influencing factors of user behavior intention, adding cost-aware variables to establish a user behavior intention model, using pre-investigation to obtain the individual characteristics and travel characteristics of shared bicycle users, a travel scenario questionnaire on travel purpose, reward amount and additional walking time was designed by orthogonal experimental method. Then, using the collected user behavior intention data, the user behavior choice probability model is established based on the travel utility theory, and the binomial logistic regression solution model parameters are carried out through SPSS software to realize the quantitative estimation of the user’s borrowing and returning behavior intention. The results of the study show that whether it is borrowing or returning a bicycle, users have higher time sensitivity in morning peak travel, and when the additional walking time is greater than 8 minutes, the impact of the reward amount and the setting of the standardized parking area on the user’s borrowing and returning behavior is not obvious; When the additional walking time is less than 5 minutes, the reward amount and the setting of the standardized parking area can better affect the user’s borrowing and returning behavior.
关键词
交通工程 /
共享单车 /
行为意向 /
感知成本 /
效用理论
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Key words
Traffic engineering /
shared bicycle /
behavioral intention /
perceived cost /
utility theory
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参考文献
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脚注
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基金
国家自然科学基金(71701159)资助课题.
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