ارزیابی نقش متغیرهای پنهان فردی در پذیرش سیاست های مدیریت تقاضا (نمونه موردی: طرح ترافیک زوج یا فرد تهران)

Due to the problems caused by personal car use, demand management policies have been developed, which result in reduced use of personal vehicles. It is generally accepted that demand management policies are classified into two types: hard or soft. In the case of soft politics, people tend to be receptive, while being combative to hard policies. In the case of Tehran's odd or even zone, the purpose of the paper is to examine the role of latent components in the acceptance of demand management policies. To address the issue and measure the resistance of individuals to accept the car reduction policy, we designed a stated preference questionnaire and measured the acceptance rate in terms of behavior change. Changes in behavior patterns and the choice of private car mode are methods used to determine acceptance rates. The acceptance of policies can be assessed by identifying their hidden nature via the value-belief-norm theory. In this theory, value influences the norm through belief. So, people who know that they should cut down on the use of the private car are more inclined to accept the use of private cars. Examination of the adoption of private car prohibiting policies under changing behavior in different periods of implementation of a private car is debatable. In this study, more than ۵۰۰ questionnaires were distributed randomly among Tehran citizens including couples or single individuals considering the scope of the traffic plan traveled by transit vehicles. Using the multiple logit model, this study investigates the changes in people's behavior toward accepting the policies of reducing the use of private cars in two short-term and long-term periods. Results show that individual values and norms are effective factors in changing users' behavior over short- and long-term periods.

کلیدواژه ها:

نظریه ی ارزش ، باور ، هنجار ، مدیریت تقاضا ، متغیر پنهان ، تغییر رفتار