公交信息的乘客光环效应
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摘要
光环效应是一种特殊的非理性心理现象,可利用其改善公交乘客的满意度.本文认为显著维度光环效应指标除了满足对总体满意度作用系数最大外,还应新增3个基本特征,据此提出了一种新的基于多个特征的显著维度光环效应指标辨识方法,克服了单个特征有时错误识别的缺陷.基于2017年武汉市公交乘客满意度数据,利用双因素和决策树法辨识潜在的显著维度光环效应指标,缩小辨识范围.利用各分项满意度指标的影响人群比例,评分均值与总体满意度关系,对总体满意度的作用系数,评分方差等精确辨识了显著维度光环效应指标.研究发现,公交信息服务对55.42%的乘客具有反向光环效应.改善公交信息服务可显著提高不满意乘客的满意度.
Halo effect is a special irrational psychological phenomenon, which can be used to improve public transit passenger satisfaction. This paper considers that the salient dimension halo effect index should have three new other basic characteristics besides satisfying the greatest effect coefficient of overall satisfaction. A new method of distinguishing salient dimension halo effect index based on multiple features is proposed to overcome the defects of misidentification of a single feature sometimes. Based on the public transit passenger satisfaction data of Wuhan in 2017, this paper uses two-factor and decision tree method to identify the potential significant dimension halo effect index, narrows the identification range, and uses the sub-satisfaction index to influence the proportion of the population, the relationship between the average score and the overall satisfaction, the coefficient of effect on the overall satisfaction, the variance of the score and so on. The significant dimension halo effect index is identified. It is found that the public information service has a reverse halo effect on 55.42% of passengers.Improving public transit information service can significantly improve the satisfaction of dissatisfied passengers.
Halo effect is a special irrational psychological phenomenon, which can be used to improve public transit passenger satisfaction. This paper considers that the salient dimension halo effect index should have three new other basic characteristics besides satisfying the greatest effect coefficient of overall satisfaction. A new method of distinguishing salient dimension halo effect index based on multiple features is proposed to overcome the defects of misidentification of a single feature sometimes. Based on the public transit passenger satisfaction data of Wuhan in 2017, this paper uses two-factor and decision tree method to identify the potential significant dimension halo effect index, narrows the identification range, and uses the sub-satisfaction index to influence the proportion of the population, the relationship between the average score and the overall satisfaction, the coefficient of effect on the overall satisfaction, the variance of the score and so on. The significant dimension halo effect index is identified. It is found that the public information service has a reverse halo effect on 55.42% of passengers.Improving public transit information service can significantly improve the satisfaction of dissatisfied passengers.
引文
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[11]薛薇,陈欢歌. Clementine数据挖掘方法及应用[M].北京:电子工业出版社, 2010.[XUE W, CHEN H G.Clementine data mining method and application[M].Beijing:Electronics Industry Press, 2010.]
[2] WU X, CAO J, HUTING J. Using three-factor theory to identify improvement priorities for express and local public transit services:An application of regression with dummy variables in the Twin Cities[J]. Transportation Research Part A, 2018(113):184-196.
[3]陈坚,傅志妍,钟异莹.心理因素影响的公交方式选择行为模型[J].交通运输系统工程与信息, 2017, 17(3):120-126.[CHEN J, FU Z Y, ZHONG Y Y. Bus behavior choice behavior model influenced by psychological factors[J]. Transportation System Engineering and Information Technology, 2017, 17(3):120-126.]
[4] THORNDIKE E L. A constant error in psycho logical ratings[J]. Journal of Applied Psychology, 1920(4):25-29.
[5] FISICARO S A, LANCE C E. Implications of three ausal models for the measurement of halo error[J]. Applied Psychological Measurement, 1990(14):419-429.
[6] WIRTZ J. An examination of the presence, magnitude and impact of halo on consumer satisfaction measures[J]. Journal of Retailing and Consumer Service, 2000(7):89-99.
[7]陆奇斌,赵平,王高,等.消费者满意度测量中的光环效应[J].心理学报, 2005, 37(4):524-534.[LU Q B,ZHAO P, WANG G, et al. Halo effect in consumer satisfaction measurement[J]. Journal of Psychology,2005, 37(4):524-534.]
[8]王兴元,朱强.原产地品牌塑造及治理博弈模型分析:公共品牌效应视角[J].经济管理, 2017(8):133-145.[WANG X Y, ZHU Q. Game model analysis of brand building and governance in origin:from the perspective of public brand effect[J]. Economic Management, 2017(8):133-145.]
[9]王舒扬,吴蕊,高旭东.融资期望违背后的晕轮效应:基于海归创业者的创业环境满意度研究[J].科学学研究, 2018, 36(3):484-492.[WANG S Y, WU R, GAO X D. Halo effect behind financing expectation violation:Based on the entrepreneurial environment satisfaction of returnees entrepreneurs[J]. Science Research, 2018, 36(3):484-492.]
[10] NAKAYAMA M, SUTCLIFFE N G. Exploratory analysis on the halo effect of strategic goals on IOS effectiveness evaluation[J]. Information&Management,2005, 42(2):275-288.
[11]薛薇,陈欢歌. Clementine数据挖掘方法及应用[M].北京:电子工业出版社, 2010.[XUE W, CHEN H G.Clementine data mining method and application[M].Beijing:Electronics Industry Press, 2010.]