关键词: 城市交通, 出行行为, 前景理论, 小汽车通勤者, 奖赏措施, 惩罚措施

Abstract:

Rewarding and charging strategies are important to solve the problem of traffic congestion. On the basis of a survey in Beijing, this paper conducts an exploratory research for the travel mode choice behavior under these two strategies. The results show that more car commuters choose to travel during off-peak hours under the rewarding strategy, and there is a better effect for car travelers to give up their car trips under the punishments measures. Based on Prospect Theory, most of travelers' choices are "gains" under the rewarding measures, while under the charging measures, most face "loss". Different groups show different risk preference in travel choices. In order to attract more car commuters to transfer to travel during off- peak period, rewarding measures are more suitable for middle- income groups and punishments measures are more applicable for high- income groups. For guiding more car commuters to transfer to use other travel modes, the two measures work more effectively to lowincome groups. The conclusions will provide information for producing traffic demand management policy.

Key words: urban traffic, travel behavior, Prospect Theory, car commuters, rewarding measures, punishments measures