## 5 Before and after Travel-Mode Choice Model Analysis
### Travel-Mode Choice Model Analysis after the Opening of Wanda Shopping Plaza  
In this multinomial logit model, 2117 trips of 1017 individuals collected from the second survey (after the opening of Wanda) are studied. We have sufficient samples to estimate significant travel time and cost coefficients, thus a multinomial logit model is used instead of a mixed logit model, which can allow parameters to be distributed. The choice set includes nine travel modes: bike, bus, car, metro, moped, motorcycle, shuttle, taxi, and walking. Compared to the survey before Wanda shopping plaza's opening, we spread the previous six modes into nine modes in the survey after Wanda's opening to make it closer to how people perceived travel modes and easier for the respondents to understand. There was no new mode added. For example, public transit was split into bus and metro. This was because, when the survey before Wanda shopping plaza's opening was conducted, some respondents did not fully understand what exactly public transit was. Thus, we made it clearer by offering bus and metro as two modes in the survey after Wanda's opening. Another example of this was that motorcycle/moped was treated as one single mode in the survey before Wanda's opening. To make it clearer, we split motorcycle and moped into two modes. The model includes the male dummy variable (1 for male and 0 for others) and the retired dummy variable (1 for retired people and 0 for others) because only these two variables are significant among all demographic characteristics. The adjusted rho-square, 0.726, shows that the model is acceptable. For mode preference and demographic characteristics, the model shows that after the opening of the shopping plaza, males tend to travel by motorcycle, moped, and bike, while before, they tended to travel by car (Table 3). A reasonable inference is that the opening of the shopping plaza near Jinhexincheng brings about shorter travel distances for the residents to go shopping; thus, people are more likely to choose short-distance travel modes such as motorcycle, moped, and bike. The retired tend to choose moped and car, while they preferred motorcycle/moped, shopping shuttle, and transit before (Table 3). The reduced choice of shopping shuttle and transit is perhaps also because people are making fewer visits to shopping plazas that are far from the residential area after the shopping plaza near Jinhexincheng opened. \begin{table}
\begin{tabular}{l l l} \hline \hline  & **Before the Opening of Wanda** & **After the Opening of Wanda** \\ \hline Sample Size (trips) & 304 & 2117 \\ Time Value (CNY/min) & 0.41 & 0.51 \\ Mode Preference for Male & car & motorcycle, moped, and bike \\ Mode Preference for Retired & motorcycle/moped, shopping shuttle, and transit & moped and car \\ Consumer surplus difference on average (relocates’ minus non-relocates’) for & \(-\)2.67 CNY & \(-\)5.72 CNY \\ shopping-related trips & (121 shopping-related trips) & (530 shopping-related trips) \\ Travel equity (measured by consumer surplus) for shopping-related trips & Relocatees always have a lower travel quality for shopping-related trips no matter whether before or after the opening of Wanda Shopping Plaza \\ Travel quality distribution for & & \\ shopping-related trips; \(x\)-axis is the E (consumer surplus) minus constant & & \\ \hline \hline \end{tabular}
\end{table} 
Table 3: Comparison of Time Value, Mode Preference, and Travel Equity Before and After the Opening of Wanda. In Table 2, the \"after\" model shows that the time value is 0.51 CNY/min (i.e., 30.75 CNY/hour or 4.94 USD/h). This falls into the Chinese value of time range, which is 0.15-0.57 CNY/min (i.e., 9-34 CNY/hour or 1.44-5.46 USD/h) according to the Chinese value-of-time literature (see Table 2 bottom). Thus, the time value is sensible and the model is acceptable. Table 3 combines the two model results of the samples before and after the opening of Wanda Shopping Plaza.