Exploring the subscribing behavior of customized bus passengers: Active users versus inactive users

IF 2.8 3区 经济学 Q1 ECONOMICS
Jiangbo Wang , Toshiyuki Yamamoto , Kai Liu
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引用次数: 2

Abstract

Understanding the mechanism of continuous subscribing behavior is vital to the operation and even survival of customized bus (CB) systems. Capturing the differences in subscribing behavior of active and inactive users and developing targeted and differentiated marketing strategies accordingly will help to improve the user retention rate. The results of this study revealed differences in the subscribing behavior between active and inactive users and the influence of a wide range of factors on the subscription behavior between the two groups, such as area-related and individual characteristics. Travel distance presents an inverted “U” shape effect on the propensity to use CB with the vertex at around 16 km for active users and 28 km for inactive users, which is a further finding of the monotonic positive effect indicated by the existing studies. For every RMB 10 cheaper CB trip, the likelihood that an active user holds a higher “propensity” to use CB services will increase by 8%. The cost advantage will attract novelty-seeking travelers to try CB services occasionally, but cannot convert them into high-frequency users. The passengers who started to subscribe to the CB service in winter are more likely to travel by CB frequently no matter in active and inactive user groups. The findings of this empirical study lay a theoretical foundation for ridership retention and marketing orientation of the customized and demand-responsive transit services.

探索定制公交乘客的订阅行为:活跃用户与非活跃用户
了解持续订阅行为的机制对定制总线(CB)系统的运行乃至生存至关重要。捕捉活跃用户和非活跃用户订阅行为的差异,并据此制定有针对性和差异化的营销策略,将有助于提高用户留存率。本研究的结果揭示了活跃用户和非活跃用户之间订阅行为的差异,以及区域相关和个人特征等一系列因素对两组用户之间订阅行为的影响。出行距离对CB使用倾向的影响呈倒“U”形,活跃用户的顶点在16 km左右,不活跃用户的顶点在28 km左右,这是对已有研究表明的单调正效应的进一步发现。每便宜10元的转客行程,活跃用户拥有更高“倾向”使用转客服务的可能性将增加8%。成本优势将吸引追求新奇的旅行者偶尔尝试CB服务,但无法将他们转化为高频用户。无论在活跃用户群还是非活跃用户群中,冬季开始订阅CB服务的乘客更有可能频繁乘坐CB出行。实证研究结果为定制化和需求响应型公交服务的客流保持和营销导向提供了理论基础。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.10
自引率
12.50%
发文量
31
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