Research On The Decision-making Of Residents Travel Mode Based On The Theory Of Mental Accounts

As the most competitive big city in the western region,Xi’an has a radiating and leading role in the development of the western region.In recent years,the scale of the city has expanded,the population has grown,the distance of residents has gradually increased,and traffic congestion has become more and more serious.In order to alleviate urban road traffic congestion and improve residents’ travel efficiency,it is necessary to conduct an in-depth analysis of urban residents’ travel decision-making psychology and behavior.Travel time is one of the important factors that affect the choice of travel mode.Therefore,this study proposes to introduce mental account theory to analyze travelers’ perceptions of travel time and travel costs at the subjective level,and earnestly consider the traveler’s subjective travel time psychological budget.Better improving the operation of public transportation and optimizing the structure of urban transportation are of great practical significance for improving urban traffic congestion.The main research content of the thesis includes the following parts:First of all,this study uses the travel behavior research object in the Xi’an-Lintong section,using the form of RP and SP questionnaires to obtain travel data from the traveler’s last travel experience and future choice preferences under assumed conditions.After analyzing the reliability and validity of the survey data and exploratory factor analysis,it is found that the budget of the mental account of driving time,congestion time,waiting time,walking time to stop,and car search time can affect residents’ travel decision to varying degrees.Secondly,the T-test method is used to verify the traveler’s risk attitude towards travel time and cost.Travelers show a time loss aversion attitude under certain conditions,and show risk aversion to travel time loss and gains under risk conditions.Attitude,it indicates that according to the different classification of traveler’s mental account of travel time,transportation strategies should be adopted as much as possible to reduce the value of traveler’s psychological perception time,which can effectively influence the traveler’s travel mode decision and optimize the transportation structure.Finally,taking the traveler’s previous trip perception value as a reference point,taking the travel time budget and expense budget as double constraints,introducing time value to convert travel time into currency standards,and constructing a travel decision model and MNL model based on mental account theory Comparing and verifying with examples,it is concluded that the travel mode decision-making model based on the mental account theory has better fit and hit rate.The model can better predict travel decision-making behavior based on the mental account of travel time and better portray individual travel.The psychological dynamics of decision-making,the microscopic traffic mode decision-making behavior,and the interaction law between the urban traffic structures.