Research on College Students' Travel Mode Choice Behavior Considering Peer Effect

Investigating the behavior of college students in choosing off-campus travel mode is of great significance for enhancing the off-campus travel environment, increasing their social engagement, and further promoting their physical and mental health development. However, previous studies neglected the influence of peer groups on individual travel mode choices. To address the lack of uniform standard for defining effective peer groups among college students, this study employs a roommate relationship quality scale to identify effective peer groups. Data on off-campus travel preferences across different travel scenarios are collected via questionnaire surveys. To further explore the role of peer effects in travel behavior decision-making, we introduce a peer matrix adjusted by relationship strength based on relational quality and psychological traits, and construct multiple network econometric linear models to capture peer effects. Potential endogeneity issues were addressed though combining fixed effects and two-stage least squares, and the optimal model for identifying and measuring peer effects is determined through model evaluation. Finally, based on the model calibration results, the influence and potential mechanisms of dormitory groups on individual college students' off-campus travel mode choice are analyzed. The results show that, compared to generalized econometric models and local aggregation models, the local average model incorporating relationship strength demonstrates greater robustness in identifying and measuring peer effects. As travel distance increases and time constraints relax, the influence of peer-related behaviors on college students' individual travel mode choicesthat is, the endogenous peer effect-decreases. Factors such as peers' monthly living expenses, number of family members, possession of a driver's license, openness and environmental awareness have significant exogenous peer effects on individual travel mode choices. Furthermore, extroverted individuals exhibit more pronounced conformity-based peer effects compared to introverted ones, and in entertainment contexts, open-minded individuals show stronger than conservative individuals. The research extends the boundaries of relevant theories and provides empirical evidence for the targeted guidance and group-specific interventions aimed at promoting low-carbon travel among college students.