北航yl6809永利“工程管理论坛”系列讲座 （2025年第2期，总第55期）
讲座题目：Travel Behavior Analysis with Rational Inattention Model
讲座时间：2025.03.14（周五）10:00-12:00
讲座地点：新主楼A 1148
主讲人：蒋格格 副教授，中山大学智能工程学院
主持人：田琼 教授
讲座嘉宾 简介
蒋格格，中山大学智能工程学院，副教授，主要从事动态交通网络中的交通流建模与仿真的研究工作，研究方向为随机交通网络下的交通行为分析，交通流量预测，交通管控，交通经济学分析等。研究场景包括低空经济相关交通问题、城市交通走廊下的早通勤问题、不完全信息下的路径选择及行程规划问题、出行者风险偏好问题等，主持国家自然科学基金委员会青年项目，广东省面上项目，深圳市科技创新局优秀科创人才培养项目等。荣获第四届全国高校教师教学竞赛三等奖，广东省高校教师教学创新大赛产教融合组特等奖。
讲座概要
With the rapid advancement of information technology, travelers often utilize traffic information to understand traffic conditions and optimize their travel choices. However, decision-makers have limited capacity to process information, and acquiring, absorbing, and processing information all incur costs. Consequently, they rationally neglect certain relatively insignificant factors, extracting only a small portion of the vast information available to aid their decisions. The theory of rational inattention introduces the concept of information cost, reflecting the total cost travelers incur to obtain traffic information. Travelers make a two-step decision based on the cost of information and the utility improvement it brings: first, they decide on an information strategy, and then, based on the acquired information, they assess traffic conditions to make travel choices. Compared to the assumption of complete rationality, the behavioral assumption of rational inattention is more realistic. This study considers the rational inattention behavior of travelers under the influence of traffic information, models travel behaviors such as departure time, route choice, and travel mode, and analyzes and evaluates traffic network congestion. This further refines the theoretical framework of dynamic traffic networks, offering significant theoretical value and practical implications for urban management control and sustainable development.
