Study On Travel Choice Behavior Of Ride-hailing Users Based On A Hybrid Choice Model

As a new mode of transportation for Internet + shared travel,ride-hailing makes people’s travel more diverse and affects people’s life satisfaction to a certain extent.However,there is little quantitative analysis of the specific impact of ride-hailing passenger satisfaction on life satisfaction.In addition,few existing studies on ride-hailing take into account the psychological latent variables that will also play a decisive role in people’s travel mode choice.Therefore,this paper first uses the travel behavior data of ride-hailing passengers in Dalian in 2018 to analyze the relationship between ride-hailing passengers’ socio-economic characteristics,service quality of ride-hailing,passenger satisfaction and life satisfaction by constructing a multiple indicators multiple causes model,and then corrects the deviation in the research on the relationship between satisfaction caused by users’ perceived heterogeneity caused by different socio-economic characteristics.Further explore the factors affecting the satisfaction of rideailing passengers and whether ride-hailing is a means of transportation to improve people’s well-being.Secondly,this paper analyzes the travel choice behavior of ride-hailing users by using the hybrid choice model which can take into account the psychological latent variables.In order to study the impact of heterogeneity on people’s travel choice behavior,the mixed logit model is used in the discrete choice model of the hybrid choice model.Furthermore,the impact of travel attributes,personal socio-economic attributes and psychological latent variables of ride-hailing users’ satisfaction on their choice of travel mode is studied.Research shows that passenger satisfaction has a significant positive impact on life satisfaction,the improvement of ride-hailing passenger satisfaction helps to improve people’s well-being.The total effect of service quality satisfaction on passenger satisfaction of express and hitch is different.The heterogeneity of ride-hailing passengers has effects on the service quality,passenger satisfaction and life satisfaction of express and hitch respectively,and the action rules are different.This paper finds that the hybrid choice model considering psychological latent variables has higher accuracy than the mixed logit model.It is concluded that the service perception of psychological latent variables will directly affect people’s travel choice behavior.Through the analysis of the elasticities,it is concluded that ride-hailing has the main substitution effect on private cars and taxis.Ride-hailing premium is flexible,and increasing the premium will reduce the market share of ride-hailing.This study verifies the interaction mechanism between passenger satisfaction and life satisfaction in the field of ride-hailing,which can provide policy basis for the development of ride-hailing.And this paper also studies the internal mechanism affecting urban residents’ choice of ride-hailing and the demand characteristics of urban residents,which will help to understand people’s demand for ride-hailing and provide reasonable suggestions for the healthy and orderly development of ride-hailing platform.