公交涉入程度与出行者交通方式选择行为的关联性研究  

Application of Involvement Theory on Mode Choice Behavior

作　　者：潘驰[1] 郭志达[1] 

机构地区：[1]大连交通大学经济管理学院,辽宁大连116028

出　　处：《大连交通大学学报》2016年第5期73-77,共5页Journal of Dalian Jiaotong University

基　　金：教育部人文社会科学研究青年基金资助项目(15YJC630095)

摘　　要：借用市场营销学中被广泛应用的涉入理论,按照对公共交通工具涉入程度的高低将出行者分类为高涉入群体和低涉入群体,然后应用计划行为理论构造结构方程模型对分类人群进行分析.模型实证分析结果显示,不同涉入程度出行者的交通方式选择行为具有差异性:高涉入程度出行者的交通方式选择行为倾向于理性,低涉入程度出行者的交通方式选择行为则倾向于惯性.可见,交通诱导政策对高涉入群体所产生的效果更加显著.The involvement theory and its application in the field of marketing are introduced. The travelers are segmented according to their involvement in public transportation, and the theory of planned behavior is used to construct the behavior model. The model analysis results indicates that the traveler mode choice behaviors are varied by their involvement level. The results show that the traffic induction strategy to travelers with higher level of involvement are significantly greater than those with lower level of involvement.

关 键 词：交通方式选择 涉入理论 计划行为理论 结构方程 

分 类 号：U491.17[交通运输工程—交通运输规划与管理]