数字平台环境下低碳出行服务的用户选择行为研究

Research on User Choice Behavior of Low-Carbon Mobility Services in Digital Platform Environments

摘要: 在数字平台深度嵌入出行服务供给的背景下，跨城通勤逐步演化为一种典型的电子商务型服务消费行为。本文以上海及其周边通勤城市为研究对象，基于调研数据构建序贯结构方程–巢式Logit (SEM-NL)两阶段模型，系统分析碳约束条件下数字平台政策工具、心理认知与现实约束对跨城通勤方式选择的影响机制。结果表明，低碳出行意图在用户服务选择中处于核心地位，主要受碳约束感知与平台化政策认知驱动；通勤时间与出行费用仍构成重要现实约束。情景模拟显示，在合理区间内，碳税与平台补贴、信息推送等数字化工具协同实施，可显著提升低碳出行服务的选择比例，并在减排效果与用户接受度之间形成较优平衡。研究揭示了电子商务背景下跨城通勤服务的低碳行为机理，为数字出行平台治理与“双碳”目标下的差异化政策设计提供实证参考。

Abstract: With the deep integration of digital platforms into the provision of mobility services, cross-city commuting has gradually evolved into a typical form of e-commerce-based service consumption. Focusing on Shanghai and its surrounding commuting cities, this study constructs a two-stage Sequential Structural Equation Model-Nested Logit (SEM-NL) framework based on survey data to systematically analyze the mechanisms through which digital platform policy instruments, psychological perceptions, and practical constraints influence users’ mode choice under carbon constraints. The results indicate that low-carbon travel intention plays a central role in users’ service selection, primarily driven by perceptions of carbon constraints and awareness of platform-based policy measures. Meanwhile, commuting time and travel cost remain important practical constraints in decision-making. Scenario simulations further show that, within a reasonable range, the coordinated implementation of carbon taxation and digital platform tools—such as fare subsidies and information nudging—can significantly increase the adoption of low-carbon mobility services, achieving a favorable balance between emission reduction effectiveness and user acceptance. This study reveals the behavioral mechanisms underlying low-carbon mobility service choices in an e-commerce context and provides empirical evidence to support differentiated policy design for digital mobility platform governance in pursuit of carbon neutrality goals.