Familiar Road Loyalty Modeling Considering the Effect of Truckers’ Emotional Value

This paper investigates the internal mechanism of trucker’s willingness to use familiar roads by constructing a structural equation model road loyalty, in which influence “emotional value” is additionally considered. The proposed method can be used understand psychological needs improve level service. Based on questionnaire data, AMOS software was analyze correlations and corresponding parameters among 10 latent variables 30 explicit variables. results show that, addition value as commodity, emotional dependence truckers process using them also has an impact perceived services. index scores that truck drivers’ loyalty does not represent their satisfaction, familiarity with still “forced” first choice most due cost trust reliability unfamiliar when service quality experience do meet truckers’ expectations. variable indicate improvements “road safety” “costs” are key points overall satisfaction freight access.