Choice behavior of container shippers for port hinterland transportation

ObjectivePort hinterland transportation constitutes an important component of container multimodal transport. Accurately analyzing the freight mode choice behavior of shippers is crucial for optimizing and enhancing end-to-end supply chain services. Focusing on shipper demands and segmenting market based on cargo categories help carrier enterprises develop refined freight service products, thereby enhancing their competitiveness.MethodFirst, four categories of cargo were classified based on the dimensions of cargo value and timeliness requirements. Then, incorporating shippers' enterprise-specific attributes as well as their attitudes and perceptions towards each transportation service option during mode selection, a structural equation model reflecting shippers' psychological latent variables was constructed. Subsequently, by integrating observable variables, e.g., transportation cost, time, and cargo value with shippers' psychological latent variables, a discrete choice model was developed to fit freight mode choice behavior.ResultThe cargo classification method based on value and timeliness can effectively reflect shippers' differentiated service requirements. Shippers' transportation mode choice decisions exhibit heterogeneity across four cargo categories.ConclusionThe proposed model provides a theoretical basis and decision-making support for port hinterland transportation enterprises to identify customer preferences and optimize service solutions. Accordingly, carrier enterprises can perform market segmentation, design transportation products combining standardization and personalization, and optimize service provision by leveraging policies and platform resources, thereby better aligning with end-to-end supply chain and enhancing their own competitiveness.