Study On The Acceptability Of Traffic Demand Management Policies In Beijing

In recent years,the traffic congestion problem in Beijing is serious.In order to alleviate traffic congestion,the government departments have continuously introduced a series of traffic demand management policies,such as traffic restrictions,purchase restrictions,parking charges and peak travel,while continuously increasing traffic supply and optimizing traffic layout.Congestion charging has also become one of the alternative policies for Traffic Demand Management.This paper conducts empirical research on the acceptability of Beijing Traffic Demand Management(TDM).Firstly,based on the theoretical basis of Value-Belief-Normative(VBN)and the actual situation in Beijing,five influencing factors affecting acceptability are determined from social cognition,including pro-environmental goals,problem awareness,responsibility attribution,personal norms and willingness to take action.Then,combined with the specific traffic demand management policy,five factors influencing perceived fairness,perceived effectiveness,perceived freedom,perceived benefit and acceptability are determined from psychological perception.This paper determines the observation indicators of various factors through the review and builds a scale to quantify and improve the scale through pre-study.The paper has carried out three scenarios:maintaining the current limit policy and improving the public transport policy(Package A);collecting congestion fees,canceling the limit number,and strengthening the public transport policy(Package B);collecting high congestion charges and canceling the limit number,Strengthening the improvement of public transport and individual bus subsidy policies(Package C).Based on the above scenarios,this paper carries out the analysis of acceptability impact.The descriptive data of influencing factors were collected through questionnaires.Structural equation model was introduced to analyze the impact of pro-environmental goals,problem awareness,responsibility attribution,personal norms,willingness to take action,perceived fairness,perceived effectiveness,perceived freedom and perceived benefits on acceptability and the relationship between factors.Finally,the degree of influencing factors is defined according to the mean value of factors and the influence of factors on acceptability is analyzed by combining the path coefficient index in the model.The research results show that from the perspective of VBN theory,problem awareness has the greatest impact on willingness to act.It is recommended that government departments should raise public awareness of issues when implementing policies.At the same time,willingness to act has an impact on perceived fairness,perceived effectiveness,perceived freedom and perceived interests respectively.These factors need to be paid attention to when implementing policies.From the perspective of direct impact on acceptability,for policy A,the direct impact of perceived validity on acceptability is the most significant,while the direct impact of perceived freedom on acceptability is not significant and the model is deleted.For policy B,perceived freedom has the big impact on acceptability,while perceived fairness has the minimum impact on acceptability.For policy C,perceived effectiveness has the big impact on the acceptability of the policy,while perceived interests have the minimum impact on the acceptability of the policy.According to the impact of factors on acceptability,suggestions such as strengthening publicity to improve problem perception,improving fairness,strengthening education to improve public perception of effectiveness and improving freedom are made to improve the acceptability of Beijing’s traffic demand management policy.