感知价格影响公众乘坐高铁出行意向的机制研究

The Influential Mechanism of Perceived Price on Intention of Taking High-Speed Trains among Publics

在高铁客运日渐普及,但高铁票价仍饱受争议的背景下,本文在构建行为意向模型的基础上,使用结构方程模型法,探讨感知价格影响公众乘坐高铁出行意向的机制。实证分析表明,公众乘坐高铁出行意向的形成规律表现为"感知质量→感知价值→满意度→乘坐意向",或"感知质量→满意度→乘坐意向"。感知价格对上述规律的影响表现在两个方面:第一,作为前置变量,感知价格不仅直接抑制了公众乘坐高铁出行的意向,还通过抑制感知价值间接影响了乘坐意向,而且感知价格对感知价值的抑制作用要大于感知质量的促进作用;第二,作为调节变量,感知价格影响了感知价值对满意度、满意度对乘坐意向作用的强度。这一结论对于理解感知价格作用于行为意向的机制、优化高铁的运营管理具有一定的启示。

High-speed rail are becoming increasingly popular in China, but the rail tickets has long been contentious. To explore the influential mechanism of perceived price on public’s intention of taking highspeed rail, this paper construct a concept model on the basis of behavioral intention model, and the method of structural equation modeling is used for the empirical research. The results show that the path of "perceive quality→perceive value→satisfaction→taking intention" or "perceive quality→satisfaction→taking intention" appears evident in the model of public’s intentions of taking high-speed rail. At the same time, perceived price influences behavioral intentions in two ways: antecedent variable and moderator variable. This paper provides some ideas to understand the mechanism of perceived price acting on behavioral intention, and contributes to the management policy of high-speed railway.