摘要
为探究居民对自动驾驶网约车的使用意愿及其影响因素,采用SEM进行路径分析以揭示其潜在作用机理。在TAM和TPB的框架下,首次引入PR潜变量,构建TAM-TPB-PR整合模型,通过优化适配指标来调整模型路径关系,最终建立自动驾驶网约车使用意愿的结构方程模型。并通过线上线下相结合的方式,设计并实施问卷调查,收集受访者的社会经济属性及其对自动驾驶网约车的心理变量特征等信息。在500份有效问卷数据的基础上,进行了信度和效度检验,以确保数据的可靠性和研究结果的有效性。随后根据路径假设检验和中介效应检验明确心理潜变量之间的作用关系,并以武汉市为例进行实证研究。研究结果表明,此模型具有良好的适配性(CMIN/DF=2.568,RMSEA=0.056),能够解释使用意愿总方差的76.2%。路径分析结果显示,使用态度、感知行为控制和主观规范是对自动驾驶网约车使用意愿影响最直接的3个因素,其直接效应分别为0.559、0.317和0.122。感知有用性和感知易用性受到主观规范的正向影响,并通过态度正向影响使用意愿。感知有用性和感知风险对自动驾驶网约车使用意愿的直接效应不显著,而感知有用性通过态度对使用意愿的间接效应显著。根据研究结果,提出以下建议:政府通过政策激励和基础设施建设提升消费者使用意愿;企业利用智能技术增强用户体验并降低使用风险;媒体通过创新宣传手段提升公众认知;政府、企业、媒体三方协同,推动自动驾驶网约车的健康发展。
In order to explore residents′willingness to use ARHS(Autonomous Ride-Hailing Service)and its influencing factors,SEM was used to conduct path analysis to reveal its potential mechanism.Under the framework of TAM and TPB,the potential variables of PR were introduced for the first time to construct a TAM-TPB-PR integrated model.Through optimizing fit indices,the model′s path relationships were adjusted to establish the SEM for analyzing the intention to use ARHS.Through a combination of online and offline methods,a questionnaire survey was designed and implemented to collect the information about the socioeconomic attributes of respondents and their psychological variables on ARHS.On the basis of the data collected from 500 valid questionaires,reliability and validity tests were carried out to ensure the reliability of the data and the validity of the research results.Through hypothesis testing and mediating effect testing,the relationships between psychological latent variables were clarified.An empirical study was conducted with Wuhan as the case.The analysis results indicate that the model demonstrates a good fit,with CMIN/DF=2.568 and RMSEA=0.056,and explains 76.2%of the total variance in the intention to use ARHS.The results of the path analysis indicate that attitude,perceived behavioral control,and subjective norms are the three most direct factors influencing the intention to use ARHS,with direct effects of 0.559,0.317,and 0.122,respectively.Perceived usefulness and perceived ease of use are positively influenced by subjective norms and affect usage intention through attitude.Although perceived usefulness and perceived risk do not have significant direct effects on the intention to use ARHS,perceived usefulness significantly mediates intention through attitude.Based on the research findings,the following recommendations are proposed:governments should promote consumers′intentions to use through policy incentives and infrastructure development;enterprises should leverage smart technologies to enhance user experience and reduce risks;and the media should raise public awareness through innovative promotional strategies;collaboration among these three parties is crucial for advancing the development of ARHS.
作者
张厚伟
孙泰屹
ZHANG Houwei;SUN Taiyi(School of Automotive and Transportation Engineering,Wuhan University of Science and Technology,Wuhan 430065,China)
出处
《交通运输研究》
2024年第5期39-51,共13页
Transport Research
基金
湖北省自然科学基金项目(2024AFB826)。
关键词
交通管理
TAM-TPB-PR
结构方程模型
自动驾驶网约车
使用意愿
traffic management
TAM-TPB-PR
SEM(Structural Equation Modeling)
ARHS(Autonomous Ride-Hailing Service)
use intention