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Costruzione di modelli di scelta discreta ibridi per misurare gli effetti delle strategie informative sulla scelta del modo di viaggio contestualmente agli aspetti latenti

机译:构建混合离散选择模型来衡量信息策略对旅行模式选择和潜在方面的影响

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摘要

Road traffic is now the main culprit of air pollution in urban areas, due to the emissions of the combustion products of fuels and their subsequent chemical transformation, as well as to the evaporation of unburned hydrocarbons. Transport accounts for 25% of CO2 emitted globally, and is also one of the few sectors where emissions have continued to grow, oil consumption between 1973 and 2010 increasing by 110% (IEA, 2011) and CO2 by 44 %. (IEA, 2009; Banister et al., 2012). Several actions and measures have been developed to try to mitigate the harmful emissions produced by the transport sector and in particular by road traffic. These largely concern vehicle technology, type of fuel, economic tools and institutional controls. Although powerful, these measures have not been proved to be sufficient to solve the problem (Schwanen et al., 2011).udIn recent years, research has consequently increasingly focused the attention on measures and policies that affect individuals’ behaviour and in particular what motivates their decisions. Providing information is the measure most used to promote behaviour change (Abrahamse and Matthies, 2012): "A person who has an attitude that suggests that it would be consistent for him or her to use the car less cannot bring about behaviour change if that person does not know how to change" (Ampt, 2003). It has been observed that measures that increase individual’s awareness can produce enduring changes, being the result of mindful decisions. This is at the basis of the concept of "Soft Measures", also referred to as "Voluntary Travel Behaviour Change" (VTBC) programmes (Ampt, 2003) or "Smarter Choices" (Cairns et al., 2004), i.e. programmes aimed at motivating the voluntary reduction of car use. VTBC programmes provide information typically on: a) the negative (mainly environmental) effects of current behaviour and b) how individuals can change their current behaviour to mitigate the negative effects.udThe types of information provided in these studies are mostly: travel time, mileage travelled, travel cost, time spent in non-working activities, CO2 emitted, calories burned. These studies assess the overall effectiveness of the programme, comparing the number of trips by car before and after the implementation of a soft measure. None of them have however examined which of the information provided actually leverages behaviour change. Understanding to what extent specific soft measures contribute to shape individuals’ preferences, is crucial for defining the best policy for fostering changes toward sustainable modes.udOf the environmental effects, the information about the impact on the CO2 emitted is probably the most effective measure (and more understandable than other measures like for example PM10). The information on CO2 has often been used in VTBC programmes, and it is widely recognised that individuals are less likely to adopt environmentally friendly behaviour if this information is not provided. However research to date has not yet made it possible to disentangle its efficacy as a soft measure.udAs far as the information on health effects is concerned, the typical measure tested is the number of calories burned. This is a relatively easy measure to test, because it is easy to quantify and for the individuals easy to associate with the effects on their health. However, from the health literature it seems that rather than the calories burned, stress represents the real plague of modern society. Wener et al. (2010) found also that car commuters showed significantly higher levels of reported stress and more negative moods compared to trainudcommuters. None of the studies however assess the effect of the information, i.e. to what extent being aware of the stress caused by driving has an impact on individuals’ decision to change transport mode.udTherefore the objective of this thesis work is to contribute to the development of a programme for voluntary travel behaviour change, and to study the extent to which each single element of the soft measure contributes to the overall awareness. The study focuses in particular on the effect that information on pollution and individual stress has on the choice to shift from private car to Park and Ride (P&R). To try and disentangle the effect of these two components a Stated Preference (SP) experiment was built where the reduction of CO2 and the reduction of stress are attributes included in the experimental design.udThe ability to perceive, or to be conscious of something and to react to it (i.e. awareness) can differ from one person to another depending on their psychological stance toward environment and stress. Many studies have accounted for the effect of environmental attitude mainly in mode choice or type of fuel-vehicle choice. However, other latent effects other than attitude are relevant. In particular, in terms of environmental awareness and the information provided, personal norm measures a very interesting aspect as they evaluate the moral rule (and obligation) that lead individuals to act rightly or wrongly towards the environment. As for stress, the way individuals perceive stress caused by traffic and the way they perceive the information about stress are particularly relevant for the study.udIn particular the contribution of this thesis work is to define the methodology to use within a VTBC programme to account for all the above-mentioned aspects. The methodology used thus comprises a SP survey where soft measures information is directly included as attributes in the SP tasks presented to the individuals, a survey that follows the theory of planned behaviour (Ajzen, 1991) to specifically measure psychological aspects that could influence the impact of the information provided and/or mode choice.udThe use of information attributes in the SP is not common and deserves further consideration. The major challenges in including the information about CO2 and stress as attributes concern how they should be presented to respondents in order to be clearly understood. We devoted special attention to studying the best way to present the soft measures in the SP survey. In particular we tested the following aspects: 1) whether to use images alone, only text or both; 2) the type of information that should be included in the text. The major difficulty lies in explaining to people what the information provided means; 3) the type of context to be included in the images; 4) whether to use abstract or real images i.e. cartoons or real people.udLastly, to analyse the data collected, several hybrid choice models (HCM) have been estimated so as to assess the effect of awareness and psychological aspects in the discrete choice between car and P&R.udThe results show that 1) the utility to P&R increases with the level of awareness attained thanks to the information about the light rail alternative, 2) the more individuals consider receiving information about stress useful, the more they tend to behave sustainably, choosing P&R, 3) those aspects associated with stress would appear to have a greater influence on travel choice than environmental aspects.The thesis work highlighted the importance of being able to completely evaluate the behavioural process so as to enhance the effectiveness of VTBC programme implementation. An incorrect evaluation of the definition and implementation of measures, as well as of all those attributes influencing travel behaviour, could impair the effectiveness of those measures, and in terms of modelling, result in inaccuracy in travel demand forecasting.
机译:由于燃料燃烧产物的排放及其随后的化学转化,以及未燃烧的碳氢化合物的蒸发,道路交通现在是城市地区空气污染的主要原因。运输占全球二氧化碳排放量的25%,也是排放量持续增长的少数几个行业之一,1973年至2010年间的石油消耗量增长了110%(IEA,2011年),二氧化碳排放量增长了44%。 (IEA,2009; Banister等,2012)。为了减轻运输部门,特别是道路交通产生的有害排放,已采取了一些行动和措施。这些主要涉及车辆技术,燃料类型,经济工具和制度控制。尽管功能强大,但尚未证明这些措施足以解决问题(Schwanen等,2011)。 ud近年来,研究因此日益将注意力集中在影响个人行为,特别是影响个人行为的措施和政策上。激励他们的决定。提供信息是最常用的促进行为改变的措施(Abrahamse和Matthies,2012年):“一个态度表明,减少使用汽车的习惯是一致的人,如果该人不能改变行为,不知道如何改变”(Ampt,2003年)。已经观察到,提高意识的措施可以产生持久的变化,这是明智决策的结果。这是基于“软措施”概念的基础,也称为“自愿旅行行为改变”(VTBC)程序(Ampt,2003年)或“ Smarter Choices”(Cairns等人,2004年),即旨在鼓励自愿减少汽车使用。 VTBC计划通常提供以下信息:a)当前行为的负面(主要是环境)影响,以及b)个人如何改变当前行为以减轻负面影响。 ud这些研究提供的信息类型主要是:出行时间,行驶里程,旅行成本,非工作时间,排放的二氧化碳,燃烧的卡路里。这些研究评估了该计划的总体有效性,比较了实施软性措施前后汽车出行的次数。但是,他们都没有检查提供的哪些信息实际上利用了行为更改。了解具体的软措施在多大程度上有助于塑造个人的偏好,这对于定义最佳政策以促进向可持续模式的转变至关重要。 ud在环境影响中,有关对二氧化碳排放影响的信息可能是最有效的措施(并且比其他措施(例如PM10)更易于理解。 VTBC计划中经常使用有关CO2的信息,并且众所周知,如果不提供此信息,则个人不太可能采取环保行为。但是,迄今为止,尚未有研究能够将其功效作为一种软手段来加以解决。 ud关于健康影响的信息,所测试的典型手段是燃烧卡路里的数量。这是一个相对容易测试的方法,因为它易于量化,并且对于个人而言,也很容易与其健康影响相关联。然而,从健康文献来看,压力不是燃烧卡路里,而是代表现代社会的真正灾难。 Wener等。 (2010)还发现,与乘火车通勤的人相比,乘车通勤者表现出明显更高的报告压力水平和更多的负面情绪。然而,这些研究都没有评估信息的效果,即在多大程度上意识到驾驶造成的压力会对个人改变交通方式的决定产生影响。 ud因此,本论文的目的是为发展做出贡献。自愿旅行行为改变计划的内容,并研究软措施的每个要素在多大程度上有助于整体意识。该研究特别关注有关污染和个人压力的信息对从私家车转向停车和乘车(P&R)的选择的影响。为了试图弄清这两个组成部分的影响,我们建立了状态偏好(SP)实验,其中二氧化碳的减少和压力的减少是实验设计中包括的属性。 ud感知或意识到某些事物和能力的能力对它做出反应(即意识)可能因人对环境和压力的心理立场而异。许多研究主要在模式选择或燃料车辆选择类型中解释了环境态度的影响。但是,除了态度以外,其他潜在影响也很重要。特别是在环保意识和提供的信息方面,个人规范衡量了一个有趣的方面,因为他们评估了导致个人对环境采取正确或错误行为的道德准则(和义务)。至于压力,个人对交通造成的压力的感知方式以及对压力信息的感知方式与本研究特别相关。 ud尤其是本论文的工作是确定在VTBC计划中使用的方法来说明对于所有上述方面。因此,所使用的方法包括一次SP调查,在该调查中,软测量信息作为属性直接包含在提供给个人的SP任务中;该调查遵循计划的行为理论(Ajzen,1991年),专门测量可能影响影响的心理方面 ud在SP中使用信息属性并不常见,值得进一步考虑。将有关二氧化碳和压力的信息作为属性包括在内的主要挑战涉及如何将其呈现给受访者以便被清楚地理解。我们特别注意研究在SP调查中介绍软措施的最佳方法。特别是,我们测试了以下方面:1)是单独使用图像,还是仅使用文本,还是同时使用两者; 2)文本中应包含的信息类型。主要困难在于向人们解释所提供信息的含义; 3)要包含在图像中的上下文类型; 4)是使用抽象图像还是真实图像,例如卡通图像还是真实人物。 ud最后,为了分析收集到的数据,已经估计了几种混合选择模型(HCM),以评估意识和心理方面在离散选择之间的影响。结果表明:1)由于有关轻轨替代品的信息,P&R的效用随意识水平的提高而增加; 2)越来越多的人认为接收有关压力的信息有用,他们倾向于表现得更多可持续地选择P&R,3)与压力相关的那些方面似乎比环境方面对旅行选择的影响更大。论文工作强调了能够完全评估行为过程以提高VTBC计划有效性的重要性实施。对措施的定义和实施以及影响旅行行为的所有那些属性的错误评估可能会损害这些措施的有效性,并且在建模方面会导致旅行需求预测的准确性。

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    Sottile Eleonora;

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