Modeling Of Cooperative Travel Under The Influence Of Customized Public Transportation Based On Behavioral Economics And Game Theory

China’s economy is developing rapidly,and the number of motor vehicles has also increased dramatically.It has brought a series of traffic and environmental problems,and it also taken up a lot of social resources.Relevant research shows that if the travellers are willing to actively reduce the use of cars,and cooperate with other travellers,it will be able to effectively alleviate traffic problems and environmental problems.At the same time,the introduction of customized bus service into the market is not only conducive to improving the level of travel cooperation in the travel system,but also effectively reducing social costs and saving social resources.Therefore,it is of great significance to study the game between the travel modes after customized bus service entering the market and the game of cooperative travel between travellers.Based on behavioral economics and game theory,this paper combines the characteristics of customized bus and cooperative travel to establish a cooperative travel game simulation model under the influence of customized bus service.Firstly,according to the characteristics of customized bus service,a game model based on demand equilibrium and market equilibrium is established.On the basis of the social cost comparison before and after the customized bus enters the market,it is proved that the introduction of customized bus service is beneficial to solve traffic and environmental problems and reduce resource waste.Combining the profitability of each operator under different strategies--monopolist,deterrence,accommodation and cooperation,the optimal strategy is obtained.Then based on the principles of fairness and reciprocity in behavioral economics,a preference model for cooperative travel between travellers is established.According to the psychological characteristics of the travellers,the amount of goodwill between the travellers and the ride comfort of the traveler are measured as benefits,and then the external intervention is used to achieve the benefit transfer,so that the benefit of the traveler choosing to cooperate with others is greater than or equal to that of private travel.In this way,we maintain the level of travel cooperation of the travel system,and explore the relationship between the degree of external intervention and the cost or benefit of travellers.The research results show that:(1)the introduction of customized bus service can effectively improve the travel cooperation level of the travel system,which is beneficial to alleviate traffic and environmental problems,and at the same time save social resources and improve resource utilization.(2)Under the four different strategies,if there are common interests among operators or external intervention,the cooperation strategy should be given priority.If there is no common interest,the adaptation strategy should be preferred.(3)With the external intervention,when the government’s intervention rate for benefit transfer among the traveller groups is 66.67%,the travel system can not only maintain the expected level of travel cooperation,but also the travel expenses of the travellers in the system regardless of the travel mode selected is lowest.