高速公路服务区满意度与自驾游群体使用行为研究

Study on Satisfaction Degree and Self-driving Travelers’Usage Behaviors in Expressway Service Areas

了解自驾出游者的高速公路服务区使用行为,对配置有吸引力的高速公路服务区有着重要作用。为揭示自驾出游者对高速公路服务区服务质量感知与使用行为之间的相互影响关系,针对自驾游者在出游中对高速公路服务区的服务及内部设施需求,从自驾游者的高速公路服务区体验入手,将硬质量、软质量作为影响高速公路服务区满意度的前因潜变量,建立了结构方程模型,研究了影响自驾出游者高速公路服务区满意度的驱动因素及其与忠诚度、使用行为的关系。基于使用行为与满意度间的循环关系框架,提出了从高速公路服务区使用行为到服务满意度感知的关系路径,建立了反馈模型,并运用1334份调查问卷验证了模型有效性。结果表明:硬件设施和价值感知是提高自驾游群体满意度的关键因素,直接效应分别为0.481,0.248;青年自驾游群体较中老年自驾游群体对服务区的期望更高,服务区硬质量和软质量均影响青年群体的满意度,而中老年自驾游群体仅关注价值感知因素;满意度和使用行为之间存在反馈关系——感知服务质量因素通过满意度、忠诚度变量的调节影响自驾游群体的服务区使用行为,同时使用行为通过影响感知服务质量因子,干预服务区满意度和忠诚度。

Understanding the usage behavior of expressway service areas of self-driving travelers is important for configuring attractive expressway service areas.In order to reveal the interactive relationship between selfdriving travelers’perception of service quality and usage behavior in expressway service areas,in view of self-driving travelers’demands for services and internal infrastructure provided by expressway service areas during travel,starting from the experience of self-driving travelers in the expressway service areas,taking hard quality and soft quality as the antecedent latent variables affecting the satisfaction degree(SD)of selfdriving travelers,a structural equation model is constructed,and motivators of service area SD and its relationship with loyalty degree(LD)and usage behavior(UB)is researched.Based on the framework of the cyclic relationship between UB and SD,the relationship path from the UB of expressway service area to the perception of SD is put forward,a feedback model is established,and its effectiveness is verified by using 1334 questionnaires.The result shows that(1)hardware facilities perception(FP)and value perception(VP)are the key factors improving SD of self-driving travelers,their direct effects are 0.481 and 0.248 respectively;(2)the young self-driving travelers have higher expectation of expressway service area than the middle-elder,both soft and hard quality of service areas affect the SD of young,while the middle-elder selfdriving travelers are only focus on VP factor;(2)there is a feedback relationship between SD and UB:the perceived service quality factors affect the usage behaviors of self-driving travelers through adjustment of SD and LD,and usage behavior intervenes SD and LD of self-driving travelers through affecting the service quality factors meanwhile.