基于计划行为理论的高速铁路乘坐意向研究  

A Study on Intention of Taking High-Speed Rail Based on Theory of Planned Behavior

作　　者：刘健[1] 张宁[1] 

机构地区：[1]北京航空航天大学经济管理学院

出　　处：《管理学报》2014年第9期1403-1410,共8页Chinese Journal of Management

基　　金：国家自然科学基金创新研究群体科学基金资助项目(70521001)

摘　　要：以计划行为理论为框架,引入追求新奇、信任和过去行为3个变量,探析了影响高速铁路乘坐意向的关键因素,构建了潜在出行者的高速铁路乘坐意向模型。以收集的工作者和学生329个样本数据为基础,运用结构方程模型进行实证检验,并以职业作为调节变量进行了分组分析。研究发现:态度、主观规范和感知行为控制对高速铁路乘坐意向均有直接的正向影响,其中态度最为显著,主观规范次之;追求新奇和信任对高速铁路乘坐意向也有间接的正向影响,过去行为则直接正向地影响高速铁路乘坐意向;职业变量在不同群组间的影响效应存在显著差异。由此,基于研究结果提出了高速铁路运营管理的若干建议。In light of theory of planned behavior （TPB）, the study explores the factors influencing the willingness to take high-speed rail （HSR） with the addition of three constructs-novelty seeking, trust and past behavior and develops a model to investigate potential travelers HSR usage intention. 329 sample data including college students and workers are empirically tested by applying structural e- quation model and multiple group analysis is conducted with vocation as a moderator variable. Results indicate that attitude, subjective norm and perceived behavior control have direct positive effects on the intention of taking HSR, of which attitude plays the most significant role, followed closely by subjective norm. Furthermore, novelty seeking and trust, as well as past behavior also have indirect and direct positive effects on HSR usage intention, respectively. In addition, there exists some difference in effects induced by vocation variable between various sample groups. On the basis of research findings, several management suggestions are derived.

关 键 词：计划行为理论 高速铁路 态度 主观规范 感知行为控制 追求新奇 信任 过去行为 

分 类 号：C93[经济管理—管理学]