Development of discrete choice model considering internal reference points and their effects in travel mode choice context

2nd Transdisciplinary Research on Environmental Problems in Southeast Asia

地球科学;生态环境科学

Sarif^1,2 ; Kurauchi, Shinya^1 ; Yoshii, Toshio^1

Department of Civil and Environmental Engineering, Ehime University, Matsuyama, Japan^1

Department of Civil Engineering, State Polytechnic of Ujung Pandang, Indonesia^2

关键词: Discrete choice models;    Mental accounting;    Reference points;    Travel behaviors;    Travel mode choices;   

Others  :  https://iopscience.iop.org/article/10.1088/1755-1315/71/1/012020/pdf
DOI  :  10.1088/1755-1315/71/1/012020

学科分类：环境科学（综合）

来源: IOP

【 摘 要 】

In the conventional travel behavior models such as logit and probit, decision makers are assumed to conduct the absolute evaluations on the attributes of the choice alternatives. On the other hand, many researchers in cognitive psychology and marketing science have been suggesting that the perceptions of attributes are characterized by the benchmark called "reference points" and the relative evaluations based on them are often employed in various choice situations. Therefore, this study developed a travel behavior model based on the mental accounting theory in which the internal reference points are explicitly considered. A questionnaire survey about the shopping trip to the CBD in Matsuyama city was conducted, and then the roles of reference points in travel mode choice contexts were investigated. The result showed that the goodness-of-fit of the developed model was higher than that of the conventional model, indicating that the internal reference points might play the major roles in the choice of travel mode. Also shown was that the respondents seem to utilize various reference points: some tend to adopt the lowest fuel price they have experienced, others employ fare price they feel in perceptions of the travel cost.