Research On Public Willingness To Pay For Customized Bus Based On Discrete Choice Experiment

In recent years,with the acceleration of the urbanization process in China and the rapid growth of motor vehicles population,traffic congestion has become an important factor that seriously restricts the smooth development of urban transportation.Facing the severe traffic congestion situation,prioritizing the development of public transportation has become Effective means.However,the contradiction between high-quality and diverse travel demand and the low-quality of traditional bus service and single mode is becoming increasingly prominent.Therefore,customized bus services that are efficient,convenient,comfortable and environmentally friendly have gradually appeared our vision.As a new type of public transportation service model,customized buses are faced with the problem of limited routes,low frequencies,low public attention and lack of attractiveness.In view of the above problems,this paper studies the public’s willingness to pay for customized bus from the micro perspective of travel needs,which provides a theoretical basis for bus companies to develop customized bus diversified popularization strategies.Firstly,based on travel distance(short / medium / long)and travel purpose(commuting / non-commuting),combining six travel scenarios.By selecting customized bus characteristics and their levels,use orthogonal designing to conduct the discrete choice experiments.Secondly,the whole process of willingness to pay is divided into two discrete choices of willingness to take a customized bus and willingness to pay.Based on MNL model to construction of payment willingness evaluation model and analyze various factors that affect the public’s willingness to pay for customized bus.Finally,a comparative analysis of the public’s willingness to pay for customized bus characteristics in multiple travel scenarios.Results indicate that: in the choice behavior of whether to take a customized bus,gender,age,income and travel distance have a significant impact;in the choice behavior of willing to pay,the fare,in-vehicle time,the last walking distance and environment has a significant impact.passengers are willing to pay￥6.35 to shorten the last mile walking distance in work trips,while the willingness to pay in non-work trip is only￥2.89.In terms of scenarios of different travel distances,passengers in the short-distance travel scenario are more concerned about the last mile walking distance and in-vehicle time;and they are willing to pay a higher price for improving bus environment in the medium and long-distance travel scenarios.