融合感知差异的货代和货主选择行为异质性揭示

Revelation of Choice Behavior Heterogeneity of Freight Forwarder and Shipper Incorporating Perception Difference

因角色和感知差异,托运人货运方式选择行为存在显著异质性,故以义乌至宁波出口集装箱内陆段运输通道的公路和铁路运输链为研究对象进行实证研究。通过意向调查采集托运人特征、货物特征和运输链特征数据,使用结构方程模型揭示其与表征感知差异的潜变量方便性和可靠性的关系,结果表明员工数、响应时间、短驳距离和准点次数与潜变量存在显著相关性。包含潜变量的分类模型说明货代和货主的选择行为显著不同:货代对铁路运输链时间变化最敏感,而货主则对可靠性变化最敏感;货代的时间价值是货主的3倍,而其方便性价值仅为货主的一半;铁路对货代的营销应侧重时间,而对货主的营销应侧重费用。

Shippers＇ freight mode choice behaviors show significant heterogeneity because of their different roles and perception.Thus,the road transportation chain and railroad transportation chain in inland freight corridor of export container from Yiwu to Ningbo Port were considered as empirical research objects.Shipper features,cargo features and transportation chain features were collected by stated preference survey to reveal the relationship between these variables and latent variables such as convenience and reliability.Based on the structural equation model,latent variables were used to present perception discrepancy,indicating that number of employees,response time,drayage distance and punctuality times had significant correlation with latent variables.The classification discrete choice models with latent variables show that the behaviors of freight forwarders and shippers are significantly different.Freight forwarders are more sensitive to the time change of railroad transportation chain,while shippers are more sensitive to the change of reliability.The value of time of freight forwarders is three times that of shippers.However,the willingness-to-pay for convenience of freight forwarders is only half of that of shippers.The railroad department should focus on time when marketing toward freight forwarders,while focusing on cost when marketing toward shippers.