关键词: 交通工程, 接受行为, 社交网络, 交通信息, 混合模型

Abstract: In order to solve the problem of lack of quantitative descriptive methods for influencing factors of traffic information reception behavior in social networks, based on technology reception model and micro-blog user information reception model, the structural equation model was used to quantitatively describe the coupling relationship among latent variables such as information cognition, subjective norms, perceived usefulness, perceived ease of use and willingness to receive information as well as the effect of latent variables on information acceptance behavior. Combined with gender, age and other individual attribute variables, a hybrid discrete model of traffic information reception behavior in social networks was constructed, which considered the interaction of latent variables and explicit variables. Empirical analysis was carried out through questionnaire data. The research results show that: in structural equation model, five latent variables all have a positive impact on information reception behavior, among which reception intention (0.742), information cognition (0.704) and subjective norm (0.641) have a greater impact on information reception behavior; the optimal ratio of the hybrid discrete model is 0.346, and it is 0.145 higher than that of BL model which only considers individual attribute variables.

Key words: traffic engineering, acceptance behavior, social network, traffic information, hybrid model