A Stage Model for Mode Choice Decision-Making Process Under Congestion Pricing and Reward Strategy: A Case Study in Beijing

This study aims at understanding psychological impacts of congestion pricing and reward strategies on commute travel mode choice using a stated preference survey conducted in Beijing inner districts. Both strategies can potentially promote mode shift from automobile to sustainable travel modes by penalizing automobile usage in congesting pricing or incentivizing sustainable travel modes usage in reward strategy. In addition, an interactive online travel mode choice information tool is designed to provide personalized, trip and mode specified travel time, cost/reward, and physical activity information for both strategies. A stage-based model of mode choice decision-making process is proposed to analyze the impacts of various psychological factors on travel mode choices in response to these strategies. Two structural equation models are estimated based on about 700 participants’ response to each strategy, respectively, to understand the similarities and dissimilarities of psychological impacts of both strategies. Model estimation results show that although the mode choice decision-making process is similar under both strategies, reward strategy has larger psychological impacts on travel mode choices compared to congestion pricing. In addition, these results show that participants’ travel habit, implementation intention, which is their planned decision if some conditions are satisfied, and behavioral intention, which related to their self-commitment to their decision, are three key factors influencing the effectiveness of both strategies on promoting sustainable travel modes. This study provides a blueprint for designing congestion pricing and reward strategies that factor their psychological impacts on travelers to effectively promote mode shift from automobile to sustainable travel modes in China.

• Supplemental Notes:
  • This paper was sponsored by TRB committee ADB10 Standing Committee on Traveler Behavior and Values.
• Authors:
  • Li, Yaping
  • Guo, Yuntao
  • Lu, Jian
  • Li, Yingshuai
• Conference:
  • Transportation Research Board 97th Annual Meeting
  • Location: Washington DC, United States
  • Date: 2018-1-7 to 2018-1-11
• Date: 2018

Language

• English

Media Info

• Media Type: Digital/other
• Features: Figures; References;
• Pagination: 7p

Subject/Index Terms

• TRT Terms: Case studies; Commuting; Congestion pricing; Decision making; Modal shift; Mode choice
• Geographic Terms: Beijing (China)
• Subject Areas: Highways; Planning and Forecasting; Public Transportation;

Filing Info

• Accession Number: 01661315
• Record Type: Publication
• Report/Paper Numbers: 18-05190
• Files: TRIS, TRB, ATRI
• Created Date: Feb 26 2018 1:47PM