影响交通信息支付意愿的关键因素实证研究

以GPS应用为代表的信息服务收费开始受到关注,文中就该问题从交通行为科学的角度进行了探讨,首先就问题解决的前提条件设计了个体特征、信息价值,信息采纳和支付意愿4个隐变量,并根据文献研究和实践经验,分别给出了描述这4个隐变量的可量化的19项显示指标,由此利用结构方程建模技术,建立了反映这些隐变量和显示指标间关系的模型,然后通过问卷调查所收集到的数据,使用LISREL软件进行了分析和计算,并根据计算结果的拟合度,确认了结构方程模型的适用性.研究结果表明,信息价值与信息采纳之间的影响关系最弱,而个体特征对其余3个变量的影响都非常显著.

Empirical Study of Critical Factors Influencing Willingness to Pay for Travel Information Service

From the application of GPS, travel information service has received more attention than ever before. In view of travel behavior, the paper puts forward four latent variables based on past literature and practices, including personal characteristics, information value, information adoption and willingness to pay for information service. Corresponding manifest indicators are given to measure the above four latent variables, and a structural equation model is established to describe those relationships of the variables. The raw data are acquired through questionnaires, and the software LISREL has been utilized to make a-nalysis and final model evaluation. The results show that there has been weak relation between information value and information adoption, which is contrary to our common sense, whereas, a strong link exists a-mong personal characteristics and other three variables, information value, adoption and willingness to pay. A summary is concluded and further research direction is pointed out.