考虑主观态度的低碳出行市场细分实证研究

Empirical Study on Low-carbon Travel Market Segmentation Analysis Incorporating Attitudinal Variables

为了加深对通勤者低碳方式选择偏好差异形成内在原因的理解,本文将出行者主观态度引入市场细分方法中,用于研究低碳出行市场。根据实证数据,应用因子分析对25个态度观测变量进行降维,以公因子得分为依据,采用K-Means聚类分析方法对出行者出行类型进行细分,将低碳出行市场细分为3个子市场,每个细分子市场内出行者具有类似的低碳出行意愿,不同细分子市场内低碳出行意愿不同,提出针对不同特征的出行者制定更有针对性的交通需求管理策略。研究结果发现虽然出行者具有相同或相似的偏好,但其出行行为会存在差异性。

To deeply understand the nature of preferences on mode choice in low-carbon travel behavior among the com- muters, an attitudinal market segmentation method is applied to explore the low-carbon travel market segmentation. Based on the empirical data, factor analysis is used to identify the smallest number of sets from 25 measurement varia- bles, and ohtained the corresponding factor scores. The K-means clustering method is used to segment a population of commuter by scores from factor analysis. Three distinct groups are identified, travelers in the same sub-groups have sim- ilar willingness to low-carbon travel while those in the different sub-groups have distinct willingness. Some suggestions are provided for making traffic demand management strategy based on different groups. The results show that similar atti- tudes can lead to different travel behaviors.