Intercity Travel Mode Selection Research Based On Goal Frame Theory Behavioral

With the advancement of economy,it has become a necessary requirement for China to realize green and healthy social development.The action plan for carbon peak before 2030 formulated by the State Council clearly points out that the green and low-carbon action of transportation is aimed at creating an efficient,cohesive,quick and comfortable mass transit service system and actively guiding the public to choose green and low-carbon means of transportation.Considering that the scale of intercity travel continues to grow year by year,which causes increasing energy consumption and pollutant emission,there is great need to study the law of resident’s intercity travel so as to lay a solid theoretical foundation for advocating green and low-carbon intercity travel.On the basis of goal frame theory,this thesis focuses on the choice behavior of intercity travel mode.Firstly,it summarizes the theoretical basis of goal frame theory from the planned behavior theory,value-belief-norm theory and emotion-related theory as well as clarifies the applicability of the goal frame theory in the study of choice behavior of intercity travel mode.Then,with the research framework determined,it makes uses of questionnaire survey data to analyze the relationship between the latent variables of the goal frame theory and the choice intention of five intercity travel modes through the structural equation model.The results show that the choice intention of the three types of mass transit,including general-speed railway,high-speed railway and intercity bus,is affected by the acquisition goal frame,the normative goal frame,and the hedonic goal frame from most to least.Besides,the choice intention of two types of private transport,including private cars and intercity network cars is more affected by the acquisition goal frame and hedonic goal frame,but less affected by the normative goal frame.Furthermore,the choice of all the intercity transport but general-speed railway is significantly affected by the travel habits.Next,this thesis analyzes the choice behavior of intercity travel mode through building the SEM logit model with goal frame theoretical latent variables and the multiple logit model without latent variables,and determines the superiority of SEM logit model through comparing the model fitting results.According to the fitting results of SEM logit model,groups with low education,low income and no car prefer public transport.In addition,groups with full-time or freelance occupations and groups travelling for leisure and entertainment tend to choose cars.In fact,individual environmental protection norms can effectively encourage residents to choose public transport,while hedonic emotion answers for their renouncement of this choice.Moreover,according to the theory of color travel behavior,this thesis divides the travel mode choice behavior into green travel,two types of gray travel and red travel.Through analyzing the relationship between green travel motivation and behavior based on the latent variables of the goal frame theory with the SEM logit integration model,it comes to the conclusion that travel habits and subjective norms can effectively encourage residents to choose public transport for the green travel or the two types of gray travel behavior.Besides,the acquired attitude can promote groups with environmental motivation to choose green travel and hedonic emotion is still an important factor that hinders residents from making this choice.Finally,this thesis puts forward suggestions on advocating mass transit travel from four aspects,namely,strengthening normative goals,meeting hedonic goals,improving gain goals and cultivating mass transit travel habits.