Abstract:

Halo effect is a special irrational psychological phenomenon, which can be used to improve public transit passenger satisfaction. This paper considers that the salient dimension halo effect index should have three new other basic characteristics besides satisfying the greatest effect coefficient of overall satisfaction. A new method of distinguishing salient dimension halo effect index based on multiple features is proposed to overcome the defects of misidentification of a single feature sometimes. Based on the public transit passenger satisfaction data of Wuhan in 2017, this paper uses two-factor and decision tree method to identify the potential significant dimension halo effect index, narrows the identification range, and uses the sub-satisfaction index to influence the proportion of the population, the relationship between the average score and the overall satisfaction, the coefficient of effect on the overall satisfaction, the variance of the score and so on. The significant dimension halo effect index is identified. It is found that the public information service has a reverse halo effect on 55.42% of passengers. Improving public transit information service can significantly improve the satisfaction of dissatisfied passengers.

Key words: urban traffic, public transit information, halo effect, public transit satisfaction, decision tree, dentification method

摘要：

光环效应是一种特殊的非理性心理现象，可利用其改善公交乘客的满意度.本文认为显著维度光环效应指标除了满足对总体满意度作用系数最大外，还应新增 3个基本特征，据此提出了一种新的基于多个特征的显著维度光环效应指标辨识方法，克服了单个特征有时错误识别的缺陷.基于 2017年武汉市公交乘客满意度数据，利用双因素和决策树法辨识潜在的显著维度光环效应指标，缩小辨识范围.利用各分项满意度指标的影响人群比例，评分均值与总体满意度关系，对总体满意度的作用系数，评分方差等精确辨识了显著维度光环效应指标. 研究发现，公交信息服务对 55.42%的乘客具有反向光环效应.改善公交信息服务可显著提高不满意乘客的满意度.

关键词: 城市交通, 公交信息, 光环效应, 公交满意度, 决策树, 辨识方法