| The impact of social interaction on people’s decision-making behaviors has been confirmed in economics,psychology and other fields.Face-to-face social interaction is more likely to affect long-term decision-making,such as choice of residence,and the virtual interaction that relies on social networks largely determines Short-term decisionmaking behaviors,such as daily travel choices.Through the interaction of social network platforms,travelers can obtain more information about dynamic and uncertain travel environments,the diversity of information types on social networks,and the two-way nature of information acquisition,making up for the singularity and unidirectionality of traditional traffic information.Its impact on travel decisions not only comes from the information itself,but also from the indirect effects of information on the potential psychological perception of travellers’ decision-making.Therefore,this article starts with the impact of social network environment and takes travellers as the object to explore the changes in traveler ’s psychological perception of accepting social network information to achieve the impact of social network information on non-commuting travel destination selection.Quantitative analysis of action pathways.The main research contents include the following aspects:1.On the basis of analyzing the psychological process of destination selection behavior,based on the information value theory and travel happiness theory,we put forward psychological perception variables and construct a destination psychological perception model in the social network environment.Relying on the Rasch model,the traveler’s destination The sequence data of the selection of psychological perception evaluation is converted into distance data to determine the potential psychological perception ability utility,and to obtain an assessment of the degree of influence of personal attributes and information attributes on the difficulty of destination selection psychological perception recognition.2.Based on the analysis of the destination mixed discrete selection model in the social network environment,the destination selection set is defined,and the destination selection set is layered under the dual premise of space-time constraints and activity type restrictions.After clearly selecting the branches,a travel destination selection C-Logit model is constructed.The model input variables include the individual socioeconomic attribute variables and travel characteristic variables in the traditional travel selection model,and the destination psychological perception ability variables in the social network environment.Differences in precision and interpretability between the traditional discrete choice model for travel destinations and the hybrid discrete choice model with potential psychological perception variables.3.Taking shopping activities as an example,design and collect 408 questionnaires on the shopping destination selection behavior of residents in the main urban area of Chongqing.The data of the questionnaires passed the reliability and validity test for model empirical analysis.The results show that: from the perspective of the average recognition difficulty of the attribute variables represented by each item,the recognition difficulty of destination attraction is the highest,which is 0.21,followed by the destination familiarity and activity perception risk,and the recognition difficulty of activity perception opportunity is the lowest,which is-0.29;from the group difference analysis,it can be concluded that the age is less than 30 years old,the education level is bachelor degree or above,the cognitive and emotional value of social network information is recognized,the willingness to use social network information is positive,the average daily social network service Travel groups with a usage time of less than 4hours have a higher ability to overcome the difficulty of perceiving and recognizing the shopping place.4.Contrast and analysis of the goodness of fit and process explanatory differences between the traditional discrete choice model of travel destination and the mixed discrete choice model with potential psychological perception ability variables.The results show that the mixed discreteness of destination mental perception ability variables is added.The overall average hit rate of the selection model is 82.73%.Compared with the overall hit rate of the traditional discrete selection model of 52.32%,its prediction effect is better and the applicability of the model is stronger.In addition,different choice branches are affected by different factors,and the same influencing factor has different positive and negative effects on travelers’ decision-making under different choice branches.This is mainly due to the conditions of the travelers themselves or the characteristics of the choice branches. |
