Impacts Of Pricing Strategies On Travel Mode Choice Behavior Of Urban Resident

Pricing strategies such as congestion pricing and reward strategies,which is one kinds of the important means of alleviating urban traffic congestion,have received much attention from multiple megacities in recent years because of its high flexibility of implementation and its advantage to adjustthe spatial and temporal distribution of traffic volume.However,how to improve individuals’green travel willingness and reduce individuals’automobile mode stickiness to protect the long-term effect of pricing strategies still is a difficult problem in the implementation process of pricing strategies.Therefore,this paper focus on understanding the mode choice decision behavior mechanism under impacts of pricing strategies.Existing research of mode choice behavior under impacts of congestion pricing and reward strategies are analyzed firstly.Then the preference mechanism and psychological drive mechanism of travel mode decision behavior are studied,considering with impacts of intelligent travel information environment and decision-making psychological environment.Furthermore,predictive model of travel mode decision behavior which combined with travel mode decision-making process are developed.This paper will expand the analytical framework of mode choice behavior under impacts of congestion pricing and reward strategies and provide guidance for the differential formulation of pricing strategies and its complementary strategies.The main content of this paper can be divided into four parts,including investigation of pricing strategies’impacts on mode choice decision behavior,the impacts of pricing strategies on mode choice decision behavior preference,the impacts of pricing strategies on mode choice decision-making process and prediction of pricing strategies’impacts on mode choice decision behavior.（1）Investigation of pricing strategies’impacts on mode choice decision behavior.Travel individuals are divided into two heterogeneous subdivision according to the habit strength of automobile mode usage.Hypothetical scenario of pricing strategies are proposed based on the interactive map which can record the actual commuting and non-commuting travel experience of individual and provide basic travel information（travel time and travel cost）,pollution emissions information（CO₂ emissions and PM emissions）and personal activity information（walking steps and activity calories）.Moreover,a measure system for travel mode decision-making psychological attributes under impacts of pricing strategies is established refer to psychological research scale.Taking Beijing as the survey city,this paper investigate commuting or non-commuting travel mode decision behavior preference data and psychology data of individuals with different automobile mode usage habit strength under different impacts of pricing strategies.According to differences of travel demand and automobile mode usage habit strength,four heterogeneous subsamples are divided,including commuting travel-more habitual automobile travelers,commuting travel-less habitual automobile travelers,non-commuting travel-more habitual automobile travelers,non-commuting travel-less habitual automobile travelers.These subsamples will provided basic data support for subsequent research on bounded rationality preference mechanism and psychological drive mechanism of travel mode decision behavior under impacts of pricing strategies.（2）The impacts of pricing strategies on mode choice decision behavior preference.Based on the survey data of four heterogeneous subsamples,differentiation characteristics of Individuals’green travel decision preference are analyzed from four dimensions including types of pricing strategies（congestion charges and reward strategies）,types of information（basic travel information,pollution emissions information and personal activity information）,travel demand（commuting and non-commuting travel）and automobile mode usage habit strength（more or less habitual automobile travelers）.Moreover,for the multi-level nested structure of travel mode decision behavior preference data under different information scenarios and strategy scenarios,travel mode decision behavior preference model under impacts of congestion pricing and reward strategies are developed separately based on multi-level logistic model and estimated based on survey data of four heterogeneous subsamples.According to the estimation results,impacts of information and strategy types on mode choice decision behavior,impact mechanism of individual basic attributes、travel characteristic attributes and pricing strategy attributes on green travel decision preference and cross-level interaction and synergistic change between different attributes can be revealed.（3）The impacts of pricing strategies on mode choice decision-making process.On the basis of summarizing research paradigm of the travel mode decision process,the bounded rationality mode choice decision-making process and psychological attributes that drive the individual to complete the decision-making process under impacts of pricing strategies are analyzed.Then conceptual model of bounded rationality mode choice decision-making process under impacts of pricing strategies are developed and analyzed by structural equation model.Adaptability of the conceptual model and the actual mode choice decision-making process is examined based on survey data of four heterogeneous subsamples.Differentiating psychological characteristics and key psychological factors affecting green travel decision behavior within heterogeneous groups are identified form three dimension,including the interaction mechanism between psychological attributes and their corresponding measured variables,the interaction mechanism between psychological attributes and the influence mechanism of psychological attributes on mode choice decision behavior.Furthermore,complementary strategies of pricing strategies are proposed from the sight of meeting individuals’psychological needs for green travel decision and improving individuals’subjective initiative of green travel decision under impacts of pricing strategies by new media platforms such as smart phone APP,Weibo and WeChat（4）Prediction of pricing strategies’impacts on mode choice decision behavior.On the basis of summarizing integrated choice and latent variable model framework and application,integrated choice and latent variable model which based mixed logit model are developed with considering bounded rationality mode choice decision-making process model.This mode choice decision behavior prediction model includes the hierarchical structure of“goal intention-behavior intention-implementation intention-mode choice decision behavior”in the bounded rationality mode choice decision-making process under impacts of pricing strategies and forms an integrated model framework with individual basic attributes-travel characteristics attributes-strategic attributes-psychological attributes.Moreover,this prediction model are estimated based on survey data of four heterogeneous subsamples.The impacts mechanism of individual and family basic attributes,available travel resources,information service APP usage habits and strategic attributes on psychological attributes,and impacts mechanism of these attributes on mode choice decision behavior can be revealed base on the estimation results.Simultaneously,perceived differences in different travel modes by different heterogeneity groups can also analyzed based on random coefficient change characteristics of travel time,travel cost and psychological attribute.In addition,the model application value are explored by formulating pricing strategies differentiation and personalized complementary strategies.