A Study of Air-Rail Passenger Travel Choices Empowered by Network Technology

发展空铁联运是提升综合交通效率的关键，而旅客选择行为受网络技术深度影响。本文结合在线票务系统、电子支付等数字化服务特征，构建包含安全性、舒适性、便捷性、灵活性和经济性的旅客满意度指标体系，通过SEM-Logit模型分析航空、高铁及空铁联运的选择偏好。研究发现：便捷性(如智能购票、换乘导航)是影响旅客选择交通方式的核心因素，当便捷性上升一个统计水平，旅客选择高铁与航空的概率分别为空铁联运的4.38倍和2.25倍；经济性(如动态票价策略)是空铁联运的突出优势。基于电子商务视角，提出优化在线支付流程、整合客户数据提升个性化推荐、利用社交媒体精准营销等策略，为空铁运营商提供数字化升级路径。The development of air-rail is the key to improve the efficiency of comprehensive transportation, while passenger choice behaviour is deeply influenced by network technology. This paper combines the features of digital services such as online ticketing system and e-payment, constructs a passenger satisfaction index system that includes safety, comfort, convenience, flexibility and economy, and analyses the choice preferences of air, high-speed rail and air-rail through SEM-Logit model. It is found that: convenience (e.g. intelligent ticketing, transfer navigation) is the core factor affecting passengers’ choice of transport mode, when convenience rises by one statistical level, the probability of passengers choosing high-speed rail and aviation is 4.38 times and 2.25 times higher than that of air-rail, respectively; and economy (e.g. dynamic fare strategy) is the outstanding advantage of air-rail. Based on the e-commerce perspective, strategies such as optimising the online payment process, integrating customer data to enhance personalised recommendations, and using social media for precision marketing are proposed to provide a digital upgrade path for air-rail operators.