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Understanding the process of decision-making by which an
individual chooses amode is important for researchers in
constructing disaggregate behaviormodels. Most of the existed
researches assumed that all individuals use thesame decision
rule,or seperated them by an attribute and, futher,
explainedone''s decision rule by this attribute.In this study,we
try to use two kinds ofchoice model:compensatory model and non-
compensatory model to make a researchabout one''s choice
behavior.Using two classified rules:outer-classificationand
inner-classification,this study develops a multi-attribute
decision tree,and according to the classified result of this
decision tree,we can explainone''s decision rule(compensatory
or non-compensatory) under different kinds ofsocial background
and travel circumstance.Using the intercity travel data of
Taiwan in 1996, this study built the hybridchoice models
including compensatory and non-compensatory decision rules.
Multinomial logit (MNL) model and Elimination by aspects (EBA)
model were usedto construct these two kinds of decision rule
models in this study, and thepredictive strength and
percent correctly predicted were used asmeasurements.
The empirical results found the following
conclusions:1.Classified models have better statistic
performance than non-classifiedmodels. 2.Non-coessential
groups will use different decision rules.Travellerswho are
younger, with lower income, on non-bussiness trip,or not in a
hurrytend to use compensatory decision rule.Contrastly,
travellers who are older,with higher income, on bussiness
trip , or in a hurry tend to usenon-compensatory
decision rule. 3.Non-coessetial groups differ in
modalchoice.Most of travellers who tend to use compensatory
decision rule choosetrain or bus.Contrastly, travellers who
tend to use non-compensatory decisionrule choose airplane
mostly. 4.As to the viewpoint of modal attributes,
travellers are different from each other.Cost and
convenience are moreimportant to those who tend to use
compensatory decision rule.In contrast,travellers who tend to
use non- compensatory decision rule consider timespent
preferentially.
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