Based On The Driver's Cognitive Model Of Travel Decisions And Information Search Behavior

Under the influence of travel information, how to effectively improve the efficiency of driver’s travel has been a hot topic by researchers and managers. In travel, the decision behavior of the driver has a direct impact on the distribution of traffic flow. The analysis and modeling research of driver’s cognitive mode and searching behavior on travel information is the important foundation of the construction of Intelligent Transportation System, of the policy-making of transportation, of the environmental planning of travel information and of the management control of transportation. The cognition and searching behavior could provide an important basis for drivers to make decisions, and travel information could improve the efficiency of driver’s travel. The main contents of this dissertation are as follows:The relative research progress of travel information was reviewed, travel information demand of travelers was analyzed. On the basis of the description of Travel information features and functions, connotation and evaluation system of travel information service level were improved. Based on Ordered Polytomous Logistic regression approach, the traveler decision model of cognitive mode was established, and the Cognitive Psychology was applied into the analysis of the cognitive mode of driver’s travel information. The changing rate of travel decision affected by drivers’ attributes, cognition preference of information resources, trust, and the mainstay of travel decision were analyzed, and the model was tested to be acceptable. The results indicate that the travel decision changing frequency of the driver who was affected by past travel experience, recent travel experience and travel information. In this case, the more the driver trust in the travel information, the decision changing frequency is higher.In order to analyze the driver’s searching behavior, based on the information behavior theory, the factors of the driver’s searching behavior were explored. The affiliation among the exogenous latent variables, endogenous latent variables and observed variables were assumed. Based on Structural Equation, driver’s searching behavior model was established. The subordination of drivers’attributes, information resources, information demand and searching behavior were explored. The fit measure of models was testified, and the fitting degree of models was verified. The results indicate that the urgent search extent of driver is (in descending order):the Parking information, Accident information, Traffic state information, Route guidance, Traffic control information, and Geographic information. The factor loading of Variable message sign is0.42, indicating that the driver had a strong demand to VMS. In addition, the factor loading of pay willingness was0.72, indicating that the driver was willing to pay a fee for trusted travel information.On the premise of the analysis about the internal relations of information resources, information demand, cognitive mode and searching behavior, the optimization strategy of the driver travel information service level was built. Meanwhile, the simulation process of VMS information validity was described, which laid a foundation for the in-depth research of driver travel information service level.