绿色出行新动力：杭州Z世代群体的地铁接驳认知及行为研究

New Driving Force for Green Travel: Research on the Perception and Behavior of Generation Z towards Metro Feeder in Hangzhou

摘要: 随着城市化进程的加速，地铁接驳公交作为缓解交通拥堵和实现“双碳”目标的关键环节，其优化研究具有重要意义。本文以杭州市为例，采用扎根理论方法，通过对Z世代青年的深度访谈和实地观察数据分析，揭示该群体对接驳公交的认知特征与行为机制。研究发现：1) 不同职住距离和交通区位的Z世代群体出行交通选择存在较大差异：远距通勤者换乘效率敏感，核心区居民抱怨高峰期拥挤，城乡结合部群体遭遇接驳空白；2) Z世代出行决策受便利性、经济性、舒适度和稳定性影响最为明显；3) 现有服务在数字化适配和弹性调度方面存在不足。基于“用户认知–行为意愿–环境策略”三螺旋模型，从四个维度提出系统性优化方案：1) 规划优化：构建“主干线 + 微循环”的接驳网络，在城乡结合部试点需求响应式“云班车”；2) 运营提效：开发智能调度系统，实现“固定班次 + 预约制”的混合运营模式；3) 技术创新：打造“杭城绿行”智慧平台，集成AR实景导航、碳足迹计算和实时拥挤度查询等功能，配套光伏供电的智能候车亭，提升用户体验；4) 文化推广：建立碳普惠激励机制，开展“绿色通勤周”等活动，培育低碳出行文化。为城市绿色交通体系建设提供代际视角的决策参考。

Abstract: With the acceleration of urbanization, metro feeder buses have become a critical component in alleviating traffic congestion and achieving the “dual carbon” goals, making optimization research in this field particularly significant. Taking Hangzhou City as a case study, this paper employs the grounded theory method to analyze in-depth interviews and field observation data of Generation Z youth, revealing their cognitive characteristics and behavioral mechanisms regarding feeder bus services. The research findings indicate that: 1) There are significant differences in the transportation choices of Generation Z groups with different working, living and transportation locations: long-distance commuters are sensitive to transfer efficiency, residents in the core area complain of congestion during peak hours, and groups in the urban-rural fringe encounter a gap in connection. 2) The travel decisions of Generation Z groups are primarily influenced by convenience, cost-effectiveness, comfort, and reliability; 3) Current services exhibit deficiencies in digital adaptation and flexible scheduling. Based on the “user cognition-behavioral willingness-environmental strategy” triple helix model, a systematic optimization scheme is proposed from four dimensions: 1) Planning optimization: Construct a connection network of “trunk lines + microcirculation”, and pilot demand-responsive “cloud shuttle buses” in the urban-rural fringe areas; 2) Operational efficiency improvement: Develop an intelligent dispatching system to achieve a hybrid operation mode of “fixed shifts + appointment system”; 3) Technological innovation: Build the “Hangzhou Green Travel” smart platform, integrating functions such as AR real-scene navigation, carbon footprint calculation, and real-time congestion query, and be equipped with smart bus shelters powered by photovoltaic power to enhance user experience; 4) Cultural promotion: Establish a carbon benefit incentive mechanism, carry out activities such as “Green Commuting Week”, and cultivate a low-carbon travel culture. It provides an intergenerational perspective on decision-making references for the construction of urban green transportation systems.