我国城市MaaS套餐支付意愿的实证研究  

An Empirical Study on Willingness to Pay for MaaS Packages in Chinese Cities

作　　者：赵胜川[1,2] 荣盈盈 郭润航 ZHAO Shengchuan;RONG Yingying;GUO Runhang(School of Infrastructure Engineering,Dalian University of Technology,Dalian 116024,China;Graduate School of Business Design,Josai International University,Tokyo 1020093,Japan)

机构地区：[1]大连理工大学建设工程学院,辽宁大连116024 [2]城西国际大学商务设计研究生院,日本东京1020093

出　　处：《大连交通大学学报》2025年第2期1-9,35,共10页Journal of Dalian Jiaotong University

基　　金：国家自然科学基金项目(51478085);智能交通技术交通运输行业重点实验室开放基金项目(F20211745)。

摘　　要：为探究考虑心理因素影响下我国城市潜在MaaS(Mobility as a Service)用户的套餐选择行为与支付意愿的影响因素,综合考虑了受访者个人属性、心理属性与套餐属性3个方面,分别在北京和大连开展了RP与SP调查。在此基础上,构建了结构方程模型和离散选择模型,对受访者的MaaS套餐选择行为和支付意愿进行了定性与定量研究。研究结果显示:个人属性方面,北京样本中男性和收入为1万~2万元对MaaS套餐选择行为有显著正面影响;本科教育水平和家中儿童数为2个及以上有显著负面影响;大连样本中本科及以上教育水平、家中老人数为2个及以上、收入2万元及以上、工作有弹性等因素对MaaS套餐选择行为有显著正面影响;年龄在36~60岁、家中有私家车、家中有儿童等因素有显著负面影响。心理属性方面,行为态度对MaaS套餐选择行为具有显著影响,其中北京受访者表现尤为明显;套餐属性方面,套餐价格、公共交通次数及共享单车次数对MaaS套餐选择行为均有显著影响。支付意愿方面,北京和大连受访者对出租车和网约车支付意愿均最高,每增加一公里出租车或网约车均愿为套餐多花费1元。研究结果可为我国未来MaaS套餐的设计与推广提供理论支撑。To investigate the factors influencing the package choice behavior and willingness to pay off potential MaaS(Mobility as a Service)users in urban China under the influence of psychological factors,persona,psychological and package attributes of respondents are comprehensively considered,and RP and SP surveys are conducted in Beijing and Dalian respectively.Structural equation and discrete choice models were constructed to conduct qualitative and quantitative research on respondent MaaS package choice behavior and willingness to pay.The results show that in terms of personal attributes,males and income of 10000 to 20000 RMB in the Beijing sample have a significant positive effect on MaaS package choice behavior.Bachelor degree and two or more children in the family have a significant adverse effect.Bachelor degree or above,two or more old people in the family,income of more than 20000 RMB and work flexibility have a significant positive effect on MaaS package choice behavior in the Dalian sample.For those between 36 and 60 years old,having a private car or more in the family and having children in the family have a significant adverse effect.In terms of psychological attributes,behavioral attitude has a significant impact on MaaS package choice behavior both in Beijing and Dalian,especially in Beijing.In terms of package attributes,package price,times of public transport and times of shared bicycles have a significant effect on MaaS package choice behavior.In terms of willingness to pay,respondents in Beijing and Dalian are the most willing to pay for(online)taxis and are willing to spend 1 RMB more for each additional kilometer of(online)taxis.The findings provide theoretical support for the future design and promotion of MaS packages in China.

关 键 词：MAAS 套餐设计 结构方程模型 离散选择模型 支付意愿 

分 类 号：U491[交通运输工程—交通运输规划与管理]