Study On The Acceptance And Market Segmentation Of The Residents' Transit Travel Information

The advanced urban traffic information system,advanced public transportation system and intelligent public transit information system has gradually been piloted in metropolis of China.The real-time and dynamic public transit information not only can convenience the travel of passengers at the same time,but also improving the quality and the level of public transit services,and it is great significant to make new public transit strategy for the development of public transit.However,it is found that the intelligent public transit information system also has the shortcomings in the unreliable information provided,the untimely information releasing,the complex information acquisition and so on,and it causes the phenomenon of passenger's weak consciousness of using the transit information,insufficient user base of the public transit information in the application.How to determine the key factors that affect the using of the public transit information,analyzing the internal mechanism among the key factors,and subdividing the public transit information market,making the public transit market segmentation strategy,and fully relaxing the service potential of the bus information and improving the public transit service satisfaction,and it is an important way to attract the potential public transit passengers.Firstly,the mechanism of public transit information technology,the model of passenger's behavior,the influencing factors of public transit information usage and the mechanism of public transit information on travel are analyzed in this paper systematically,and it built the base to understand the mechanism of public transit information in production,communication,acceptance,usage and development;And then,the RP/SP survey and statistics methods such as analysis of variance,cross analysis,reliability analysis,validity analysis and factor analysis were used to complete the data collection,process and analysis to test the data.Then,through the integration of the theory of planned behavior,the technology acceptance model and the perceived risk theory,the integrated acceptance model of the public transit information is constructed,and the structural equation model is used to integrate the model of the structural equation.it is found that the perceived risk,perceived easiness of usage,perceived usefulness,attitudes,subjective norms and perceived behavior control have a significant impact on the intention of public transit information.The model's factor and path were tested and analyzed.Finally,according to the psychological factors of passenger's perception of public transit information,and the improved K-means clustering algorithm is used,and the public transit information market segmentation was completed,and according to the classification of sub-market and characteristics of the market,the corresponding operational strategies were put forward to improve the quality of public transit information.The internal significant factors that affect the acceptance and usage of public transit information and the internal causal relationships among the factors are clarified in this paper.Based on the perceived psychological factors of public transit information,the psychological subdivision of the public transit information market was made,It is of great significance to improve the quality of public transit information service and fully release the potential of public transit information service.In addition,this method can also be applied to the acceptance of other new technologies for passengers in transportation.