吉林大学学报(工学版) ›› 2018, Vol. 48 ›› Issue (1): 98-104.doi: 10.13229/j.cnki.jdxbgxb20161198

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Use of public transit information market segmentation based onattitudinal factors

HOU Xian-yao1, 2, 3, CHEN Xue-wu1, 2, 3   

  1. 1.Jiangsu Key Laboratory of Urban ITS, Southeast University, Nanjing 210096, China;
    2.Jiangsu Province Collaborative Innovation Center of Modern Urban Traffic Technologies, Southeast University, Nanjing 210096, China;
    3.School of Transportation, Southeast University, Nanjing 210096, China
  • Received:2016-11-07 Online:2018-02-26 Published:2018-02-26

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Abstract: To identify travelers with different preferences on using public transit information, the market segmentation was conducted using attitudinal factors. Based on survey data of Nanjing, first the attitude latent variables were determined by factor analysis, and the relationships among the attitude latent variables were analyzed by structural equation modeling. Then, the K-means clustering method was employed to segment the travelers' use of public transit information. Four variables including willingness to use public transit, reliability of public transit information, accessibility of public transit information, and perception toward public transit information were selected as clustering variables to segment the use of public transit information market into five sub-markets. Travelers in the same sub-market have similar travel preferences, while those in different sub-markets have distinct preferences. Differences of the attitudinal factors and characteristics of public transit travel choices in each sub-market were examined, and the policies that serve different sub-markets were proposed to improve public transit information service.

Key words: engineering of communications and transportation system, market segmentation, K-means clustering, public transit information, structural equation modeling

CLC Number: 

  • U491.1
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