基于潜在类别选择模型的MaaS套餐偏好异质性分析

Heterogeneity Analysis of MaaS Package Preferences Based on Latent Class Choice Model

出行即服务(MaaS)旨在为用户提供一个集成信息、预定和支付的单一数字平台。MaaS还可以为用户提供各种产品,其中包括捆绑式的MaaS套餐,将多种交通方式结合并以一站式的方式提供给用户。为了探讨出行者对MaaS套餐的需求和偏好,通过对上海312名受访者进行调查,使用潜在类别选择模型(LCCM)分析不同群体之间偏好的异质性。识别3个潜在类别,不同类别具有不同的MaaS套餐偏好和个体特征。结果表明,个体偏好存在显著的异质性。年龄、收入、受教育程度和当前出行行为都在个人购买决策行为方面发挥着重要作用。研究结果为MaaS运营商和政策制定者识别潜在人群和设计可行的MaaS套餐方案提供参考,以帮助提升用户出行体验和更广泛的采用与推广MaaS。

Mobility as a Service(MaaS)aims to provide users with an integrated digital platform for information,booking,and payment.MaaS can also offer users various products,including bundled MaaS packages that combine multiple modes of transportation in a one-stop service.To explore the demand and preferences of travelers for MaaS packages,this study conducted a survey of 312 respondents in Shanghai and analyzed preference heterogeneity among different groups using the Latent Class Choice Model(LCCM).The results show significant heterogeneity in individual preferences.Age,income,education level and current travel behavior all play an important role in individual purchase decision behavior.The findings provide recommendations for MaaS operators and policy makers to identify potential populations and design feasible MaaS package options to help enhance user travel experience and wider adoption and promotion of MaaS.