Research on the Application of User Participation in Subway Service Design: Nudge Theory Perspective

In recent years, people have put forward higher requirements for the service environment quality of the rail transit system. In the White Paper on the Development of Capital Smart Metro (2020 Edition), it is mentioned to establish "joint construction, joint governance and sharing, and build a new pattern of urban rail governance". It can be seen that in the aspect of subway service design, the government, subway companies and other parties have made different attempts and explorations. In this context, this paper tries to explore the actual implementation of this concept in the subway service design from the perspective of service marketing, and at the same time, explores the application of user participation in Beijing subway service design based on the Nudge theory. On the basis of a large number of literature reading, this paper innovatively combines Nudge theory, user engagement, and subway services, and distributes questionnaires to collect data, and concludes that the four dimensions of independent variable Nudge theory: Priming nudges, Salience nudges, Default nudges and Social nudges all have a positive promoting effect on the three dimensions of dependent variable user participation: information sharing, cooperative behavior, and interpersonal interaction, which proves that the Nudge theory has a very broad prospect in subway services.