基于多群组结构方程的城市共享交通乘客忠诚度

Passenger loyalty of urban shared transportation based on multi-group structure equation

为探索影响城市共享交通乘客忠诚度的关键因素,采集了325个受试者在车况、寻车时间、个人属性等方面的数据;利用AMOS软件描述了城市共享交通乘客忠诚度的结构方程模型(包括乘客质量感知、转换成本、替代者吸引力、乘客满意度及乘客忠诚度5个潜变量及15个观测变量);根据修正指数进行多次修正得到最终的结构方程模型,由此获得表征城市共享交通乘客忠诚度各变量间的关系及对应参数。研究结果表明:影响城市共享交通乘客忠诚度的因素可以分为3大类,转换成本、替代者吸引力及乘客满意度;转换成本反向影响乘客忠诚度,替代者吸引力反向影响乘客忠诚度,乘客满意度正向影响乘客忠诚度;乘客质量感知(安全可靠性、快捷便利性、用车舒适度)正向影响乘客满意度;不同群组的数据均适配该模型且对乘客忠诚度和满意度具有不同的影响效应,进一步验证了所建立模型的正确性。该模型能有效揭示城市共享交通乘客忠诚度的影响因素,有助于据此制定相应的改进政策,可进一步提高城市共享交通乘客忠诚度。

To explore the key factors influencing the loyalty of sharing passengers in urban transport, data on vehicle condition, vehicle search time, and personal attributes were collected from 325 subjects. A structural equation model was adopted to describe the loyalty and solved by AMOS(including quality perception, switching cost, substitutability, passenger’s satisfaction, passenger’s loyalty, 5 latent variables and 15 observed variables). The model was constantly optimized based on the modified index, and the relationships between the variables that characterization urban shared transportation loyalty were obtained according to the final version. The results show that the factors affecting sharing passengers’ loyalty can be divided into three main categories including switching costs, substitutability, and passengers’ satisfaction. Switching costs and substitutability may hurt passenger loyalty, while passengers’ satisfaction has a positive impact. In addition, passengers’ perceptions of quality(safety and reliability, convenience and comfort) can contribute to their satisfaction. The model is further validated by the fact that data from different groups fit the model and have different effects on passenger loyalty and satisfaction. The model helps to determine the factors affecting passengers’ loyalty of urban shared transportation and to develop appropriate incentives to further increase it. 4 tabs, 3 figs, 32 refs.