Research On The Influence Of Mobile Social Network On The Travel Choice Behaviour Of Urban Residents

The previous research on the impact of traffic information on travel decisions is mainly based on public traffic information released by governments and enterprises.With the development of social networks and 4G communications equipment,the means of transmission of traffic information has been extended to mobile social networks.Although the content of traffic information obtained through various channels is not much different,the change of users' psychological perception will inevitably “magnify” or “narrow” the original interpretation of traffic information in the process of using mobile social network to obtain information,thereby affecting travel decisions.The paper started from the mobile social network environment and taken the related users as research objects to realize the scientific analysis and quantitative interpretation of the influence of mobile social network latent variables on travel choice behavior.The main research contents included the following aspects: 1.On the premise of defining the concept and characteristics of mobile social networks,based on the technology acceptance model,integrating the theory of perceived risk,perceived interest and trust,a structural equation model was constructed to characterize the willingness of travelers to use mobile social networks,in which subjective norms and perceived interest were exogenous latent variables,while others were endogenous latent variables.In addition,the perceived risk had a negative direct effect on the willingness to use,and the rest had a positive direct effect on the willingness to use.2.In the context of describing the entire process of travel decisions and the impact of traffic information on travel decisions,taking the way of obtaining traffic information in decision-making process as the breakthrough,the personal attribute variable,the travel mode characteristic variable and the psychological latent variable generated by the use of mobile social network to obtain traffic information were brought into the traditional travel choice model to form a mixed choice model.Among them,the structural equation model was used to express the causality between latent variable and observation variable,as well as latent variable and explicit variable.The discrete selection model was used to express the utility function of selecting behavior under the joint action of latent variable and explicit variable.3.A total of 262 valid questionnaires about travel choice behavior under mobile social networks were designed and collected for empirical analysis after passing the reliability and validity test.The results showed that perceived ease of use,perceived usefulness,perceived trust,subjective norms,and perceived interest had a significant positive impact on willingness of using mobile social network,but perceived risk had a significant negative impact.Perceived usefulness had the highest utility and reaches 0.73,while the utility of perceived interest is minimal,only 0.09.In addition,perceived usefulness and perceived trust had only direct effects on the willingness,but the remaining latent variables had both direct and indirect effects.4.A mixed discrete choice model containing mobile social network latent variables,personal attribute variables and travel mode characteristic variables was compared with the traditional travel choice model.The results showed that the goodness ratio coefficient of the choice model without and with latent variables was 0.257 and 0.473,respectively,which indicated that the mixed discrete choice model had higher accuracy.At the same time,the parameters of public transportation,private cars,taxis were estimated and explained.