城市通勤者公交出行市场细分实证研究

An Empirical Study on Transit Market Segmentation of Urban Commuters

为响应"公交优先"战略,以计划行为理论作为理论框架,整合了对出行行为选择具有影响的各种心理因素,利用结构方程模型研究各心理因素与公交出行行为之间的因果关系,利用K-means聚类分析法将城市通勤者公交出行市场细分为4个子市场,根据各个子市场的特点,提出具有针对性的改善公交出行的需求管理策略。结果表明:以出行者的意愿、习惯、态度以及对公交的满意度为细分变量对城市通勤者公交出行市场进行细分,能得到出行偏好以及出行特征具有显著差异的子市场。

In order to respond to the ＂bus priority＂strategy. this paper based on the expanded theory of planned behavior（ TPB） as a theoretical framework integrating the variety of psychological latent variables that respect to commuter mode choice behavior. The structural equation modeling（ SEM）simultaneously estimates the correlations between the psychological factors and transit travel behavior.The K-means clustering is conducted to segment the transit commuting market into four sub-markets.Some suggestions are provided for making traffic demand management strategy according to the characteristics of each sub-market to improve transit travel. The results show that sub-market with significant differences in travel preference and travel characteristics can be obtained by the traveler ＇s intention,habit,attitude and satisfaction of bus.