Abstract: To study the influence of multi-modal guidance information on the travel mode of commuters from the viewpoint of trip chain, A Revealed Preference (RP) and Stated Preference (SP) survey was carried out to get the revealed and stated trip chain data. Then a mixed logit model, which takes scale parameter difference, heterogeneity and reference dependence effect into account, was established. A simulation method was proposed to complete estimation. The estimation results show that the introduction of scale parameter difference is helpful to explain the unobvious variance differences between RP data and SP data when they are combined together; the adoption of heterogeneity and reference dependence effects are not only conductive to measure the impacts of some variables, whose random preferences vary obviously across individuals, more accurately, but also benefits to reflect the preference distribution of random variables. The accuracy and predictive capacity of the mixed logit model considering the three aspects are better than the multinomial logit model and the ordinary mixed logit model. It is also manifested that multi-modal guidance information service contributes to encourage commuters to shift from car trip-chain to other modes, and helps to ease traffic congestion at source.

Key words: engineering of communication and transportation system, combined travel mode, mixed logit model, trip chain, combined data, traffic information, scale parameter