基于奖罚措施的小汽车通勤者出行行为研究

奖赏和惩罚措施是解决交通拥堵问题的重要措施,本文基于在北京市的调查,进行 2 种措施下出行选择行为的探索研究,得出奖励措施会使更多的小汽车通勤者转向非高峰出 行,而收费措施对于使其放弃小汽车出行效果更好.基于前景理论的分析显示：奖励措施下,大 部分出行者的方式选择为“收益”;而收费措施下,大部分出行者面临“损失”,不同群体在出行 选择时呈现不同的风险偏好态度.在引导小汽车高峰出行向错峰出行转移时,奖励措施比较适 用于中等收入群体,收费措施比较适用于中高收入群体;在引导小汽车高峰出行向其他方式转 移时,2种措施对低收入群体效果更好.以上结论可为交通需求管理政策的制定提供一些参考.

Car Commuters’Travel Behavior Based on Rewarding and Punishments Strategies

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.