Abstract
The purpose of this study is to investigate the effects of Weibo on travel choice behavior. The involved data were obtained from a stated preference questionnaire survey conducted both in Nanjing and on the internet. The personal attributes, the travel attributes and the Weibo attributes were concluded. Three BL models under three kinds of traffic information issued by Weibo were conducted to analyze the interrelationship between travel choice behavior and its influencing factors. The estimation results showed that the personal attributes had very different effects on travel choice behavior. Along with the comprehensiveness of the traffic information released by Weibo, the effects of personal attributes gradually weakened, while the effects of travel attributes became stronger. The contents of the traffic information released by Weibo had a great impact on travel choice behavior. These findings have important meanings to establish an efficient traffic guidance system with multitudinous modes.
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