Choice Behaviour Research On Taxi-Hailing Application Users Considering Individual Heterogeneity

With the development of wireless mobile communication technology in recent years,a number of taxi-hailing platform prospered in the global range,such as DiDi,Uber,Shenzhou Lyft and so on.China has accumulated a large number of users with habits of using taxi-hailing application,and the urban integrated transport system structure has been changing of this impact.However,the existing research related to the taxi-hailing is mainly in the qualitative description,mostly focusing on the legal point of view of the taxi-hailing market regulation,and usually research the taxi-hailng and the traditional taxis independent of the city transport system alone.Therefore,this paper discusses the change of the existing city transport system from the perspective of residents' choice behavior.This paper intends to study the taxi-hailing choice behavior of urban residents under the background of comprehensive traffic,to explore the rules followed by different population of choice behavior between the hailing-taxi and other transport modes in the different trip purposes,analyzing the status and definition of the hailing-taxi in the public transportation system.The type of hailing-taxi discussed by this paper is registered private cars in taxi-hailing platform.Firstly,this paper systematically summarizes the development process and business characteristics of the world's major taxi-hailing platform company,and sums up the relevant policies of domestic and foreign countries.On this basis,this paper discussed the taxi-hailing platform operation mode,service orientation and development trend.Secondly,a questionnaire survey was conducted on the choice behavior of the hailing-taxi.The questionnaire was composed of two parts:RP investigation and SP investigation.Among SP investigation,24 groups of commuter conditions and 24 groups of non-commut conditions were designed with D-efficient experimental design.,established the basis for the following analysis and model constructing.Thirdly,the model of the commuter choice behavior and the non-commuter choice behavior model based on the Mixed-Logit model are established,and the parameters are calibrated and tested by the survey data.The significance results of the model parameters were obtained,and the significance results were analyzed.Finally,the individual heterogeneity analysis of cost parameters and time parameters is carried out,and the behavior preference of different sample subpopulation is further excavated.At the same time,the direct and cross marginal utility analysis of the cost variable and of the traditional taxi and hailing-taxi is carried out.And further determines the status and function of the hailing-taxi in the city integrated transportation system,and provides the basis for discussing the reasonable positioning of the hailing-taxi.