基于无标度网络的绿色出行选择行为研究

随着我国城市化进程的加快，机动车污染已成为我国城市空气污染的一个主要来源，提倡绿色出行的理念有助于缓解机动车尾气带来的空气污染，那么对于有限理性个体在复杂社交网络中的绿色出行行为意愿的研究以及群体行为的演化则成为了本文的研究焦点。本文基于计划行为理论等建立了基于个体行为态度、感知行为控制、主观规范及行为结果感知等影响因素的个体绿色出行行为意愿模型，运用观点传播动力学及无标度网络构建了个体选择行为交互网络模型。实证及仿真分析表明，个体行为态度因素在居民的绿色出行行为意愿中取值很高，作用显著，行为感知因素则影响较为有限，提高行为结果感知因素与主观规范因素的取值是提高居民绿色出行行为意愿的主要途径；在择优连接原则与网络增长假设条件下，整个网络向着几个中心节点聚集的趋势越来越明显，即网络节点中心化的程度越来越显著；在社会网络中，提高行为主体的信息交互阈值取值、增加行为主体绿色出行交通费用的折扣系数、提升民众采取绿色出行方式时的精神满足感、塑造宣传绿色出行的意见领袖将有利于提高居民的绿色出行行为意愿。

Group Choice Behavior in Green Travel Based on Scale-free Network

At present, China is facing increasingly serious air pollution problems, of which motor vehicle pollution is the main source. And promoting the concept of green travel can help alleviate air pollution caused by vehicle exhaust. Therefore, the research on the green travel choice behavior of limited rational individuals in complex social networks and the evolution of group choice behavior become the focus of this paper. Based on the Theory of Planned Behavior, an individual cognition-behavior model is established that individual green travel intention is influenced by individual behavior attitude, perceived behavioral control, subjective norms and green travel willingness of the previous period. Based on dynamics of opinion spread and scale-free network, an interaction model of individual choice behavior in the network is constructed. Empirical and simulation analysis shows that individual behavioral attitude has a high value ingreen travel behavior willingness, which plays a significant role, while behavioral perception factor has a relatively limited impact. Improving the value of behavioral perception results and subjective normative factors is the main way to improve residents' green travel behavior willingness. Under the optimal connection principle and the assumption of network growth, the trend of aggregation of the whole network towards several central nodes is becoming more and more obvious, which means the degree of centralization of network nodes is becoming more and more significant. In the social network, improving the threshold of information interaction, discount coefficient, the sense of spiritual satisfaction and creating opinion leaders who publicize green travel is conducive to improving green travel behavior willingness.