基于出行态度的自行车通勤出行市场划分

为识别自行车通勤出行中不同出行者选择偏好的差异,针对基于出行态度的自行车通勤出行市场进行划分.根据南京市居民通勤出行问卷调查,采用结构方程模型从29个观测变量中提取出若干态度潜变量,分析了出行偏好态度变量间的相关性,并采用K-means聚类方法对自行车通勤出行市场进行划分.根据选择自行车通勤出行意愿、对固定出行时刻需求、对出行舒适度需求及环保意识4类态度变量将自行车通勤出行市场划分为6个子市场,同一子市场内个人选择自行车出行意愿近似,不同子市场间选择意愿明显不同.分析了每个子市场内个人通勤出行态度特征以及自行车方式选择特征,针对每个子市场提出了相应政策以引导自行车通勤出行方式的选择.

Bicycle commuting market segmentation analysis using attitudinal factors

To identify commuters with different travel attitudes,the market segmentation analyses were conducted for bicycle commuting using a series of attitudinal factors.Based on the household survey conducted in Nanjing,the structural equation modeling(SEM) was used to extract travelers’ latent attitudinal factors from 29 measurement variables.The interrelationships between these attitudinal factors were explored.The K-means clustering method was used to segment bicycle commuting activity by selected attitudinal factors.The entire bicycle commuting market was segmented into six submarkets by four factors including the willingness to use bicycle,need for fixed schedule,desire for comfort,and environmental awareness.Commuters in the same market have similar travel attitudes while those in different submarkets have distinct attitudes.Characteristics of individual attitudes and bicycle uses in each segment are examined.Policies that best serve the needs of each segment are discussed for increasing bicycle use for commuting purposes.