考虑乘客情感价值影响的公交忠诚度评价方法

An Evaluation Approach for Public Transit Loyalty Considering Passengers'Emotional Value

构建考虑乘客"情感价值"变量影响的公交忠诚度结构方程模型,分析乘客公交使用意愿的内在作用机理并提取相关影响因素,用于把握乘客的需求心理和公交服务改善诉求.依托厦门市公交意愿调查数据,模型结果证实,除商品消费本身产生的效用价值外,乘客在长期使用公交方式出行时产生的情感依赖同样会对公交服务价值的感知产生影响.模型指标得分结果表明,乘客对公交服务总体水平的满意度较低,但受制于其他因素,乘客不得不继续依赖公交出行的意愿依旧强烈.相关显变量得分显示,"站台设施和候车环境""车辆运行平稳性""车辆行驶速度""行车安全与司机驾驶习惯"等服务内容是公交服务改善的重点.

This paper investigates the internal mechanism of the passenger's willingness to use public transit by constructing a structural equation model of public transit loyalty,in which the influence of passenger's"emotional value"is additionally considered.The proposed method can be used to understand the passengers'psychological needs to improve the level of bus service.Based on the survey data collected from Xiamen,China,the results of the model confirm that,in addition to the utility value,passenger"emotional value"also has a significant impact on the perception of the value of public transport services.The results of model index scores show that passengers are not satisfied with the service level of public transit,but they still have a strong dependence on public transit due to the restriction by other factors.According to thescores of obvious variables,"the layout of station facilities and waiting environment","smooth running of vehicles","vehicle speed",and"running safety and driving habits"should be the focus for the improvement of bus services.