基于态度的公交出行信息使用市场细分

Use of public transit information market segmentation based onattitudinal factors

为识别不同出行者对公交出行信息使用选择偏好的差异,对基于态度的公交出行信息使用市场进行了细分。根据在南京市调查的数据,利用因子分析确定态度潜变量,采用结构方程模型分析了态度变量间的相关性,使用K-means聚类方法对公交出行信息使用的市场进行细分。以出行意愿、可靠性、方便性和主观感知等4个变量作为聚类变量,将公交出行信息使用市场细分为5个子市场,同一子市场内出行者公交出行意愿选择近似,不同子市场间出行者选择意愿明显不同。分析了每个子市场态度的差异和公交出行方式选择特征,针对不同子市场的出行者提出了相应的公交出行信息改善策略。

To identify travelers with different preferences on using public transit information, the market segmentation was conducted using attitudinal factors. Based on survey data of Nanjing, first the attitude latent variables were determined by factor analysis, and the relationships among the attitude latent variables were analyzed by structural equation modeling. Then, the K-means clustering method was employed to segment the travelers＇ use of public transit information. Four variables including willingness to use public transit, reliability of public transit information, accessibility of public transit information, and perception toward public transit information were selected as clustering variables to segment the use of public transit information market into five sub-markets. Travelers in the same sub-market have similar travel preferences, while those in different sub-markets have distinct preferences. Differences of the attitudinal factors and characteristics of public transit travel choices in each sub-market were examined, and the policies that serve different sub-markets were proposed to improve public transit information service.