Research On The Choice Behavior Of Multimodal Freight Service Considering The Heterogeneity Of Shipper And Cargo

With the construction and improvement of China's comprehensive transport system,the multimodal transport is growing rapidly.The alternative transport schemes are becoming more and more abundant,which brings about the problem of choosing multimodal freight transport services.In the face of different freight services,shippers not only pay attention to the time and cost of transport,but also to the convenience and safety in the transport process.In addition,different types of shippers,due to their previous shipping experience and different perceptions of various freight services,have incomplete understanding of freight information,which leads to the differences in their preferences when choosing freight services.Different types of goods have different attributes,physical and chemical properties,which also determines the different preferences of the same type of shipper when consigning different goods.This paper comprehensively considers the influence of freight service attributes,cargo attributes,and shipper characteristics on the shipper's freight service choice,and analyzes the preference information of different shippers and different cargo categories for freight service.This paper constructs a freight service choice model that considers shipper and cargo heterogeneity to effectively reveal the heterogeneity of different types of shippers' choice behavior when shipping different goods.By studying the shipper's choice behavior of freight services,this paper can help transportation companies to enhance the accuracy of freight marketing and improve the effectiveness of freight service countermeasures.Eventually,the purpose of saving enterprise costs,enhancing enterprise competitiveness,and reducing social logistics costs can be achieved.The main work of this paper includes:(1)From the aspects of freight service attributes,cargo attributes,shipper characteristics,etc.,the paper qualitatively analyzes the factors affecting the shipper's freight service selection behavior,and proposes the shipper's decision-making process when selecting freight service.(2)Aiming at the differences in the requirements of freight services for goods with different attributes,the paper builds a cargo response matrix based on the quantitative theory.According to the clustering results,the paper divides the goods into six categories,including time-sensitive goods,high value-added goods,ordinary small goods,large goods,bulk goods and dangerous goods.(3)Fully considering the influence of the shipper's perception,attitude and other cognitive activities on the shipper's choice behavior,the paper establishes a structural equation model.Based on the structural equation model,the paper analyzes the potential connections between various variables and the influence of latent variables related to the shipper's psychological factors in order to realistically describe the shipper's behavior preference characteristics.Combined with the structural equation model,a freight service choice model based on the improved generalized random minimum regret model is established to effectively reveal the heterogeneity of different types of shippers' choice behavior when consigning different goods.(4)Combined with the SP investigation method,the multimodal transport freight service choice behavior is investigated.Based on the survey results,the freight service choice model established in this paper is calibrated,and the calibration results are compared with those of the benchmark model.The analysis finds that the freight service choice model established in this paper is significantly better than the benchmark model and can more accurately describe the shipper's choice behavior.(5)Based on the freight service selection behavior model,taking the actual multimodal transport service network between Shanghai and Hamburg as an example,the demand of different multimodal transport services is predicted.According to the prediction results,the paper discusses the differences between different types of shippers when consigning different types of goods for different multimodal freight services.