Abstract:

Formulating the complementary intervention strategies of pricing strategies to enhance the individual's green travel intention is one useful mean to improve the effectiveness of pricing strategies. According to the stage model of self-regulated behavioral change, a conceptual model is proposed in this paper to analyze travelers’mode choice decision-making process under pricing strategies. Using the investigated psychological data of mode choice decision, the differentiated psychological characteristics of commute and non- commute modes choice decisionmaking under congestion pricing and reward strategies are explored based on structural equation model framework. Then regarding to the psychological characteristics of motivation formation stage, planned behavior stage, and implementation plan stage in the mode choice decision-making process, complementary measures of pricing strategies are proposed, respectively, to provide theoretical support for auxiliary decision support for pricing strategies implementation.

Key words: urban traffic, pricing strategies, travel mode, decision-making processes, green travel, complementary measures

摘要：

从提高个体在价格调控策略下的绿色出行意向入手，制定价格调控策略的辅助措施是提升价格调控策略有效性的重要手段.本文基于出行决策行为变化自调节阶段模型，构建了价格调控策略下的居民出行方式决策过程概念模型.利用拥堵收费和奖励策略下的出行方式决策心理调查数据，基于结构方程模型，对比分析了拥堵收费和奖励策略下不同机动化出行习惯强度个体通勤与非通勤出行方式决策心理的差异化特征.最后，针对出行方式决策过程中动机形成阶段，计划行为阶段，以及实施计划阶段的心理特征，分别提出了价格调控策略的辅助措施，为价格调控策略实施提供了更好的辅助决策支持.

关键词: 城市交通, 价格调控, 出行方式, 决策过程, 绿色出行, 辅助策略