How habit moderates the commute mode decision process: integration of the theory of planned behavior and latent class ch
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How habit moderates the commute mode decision process: integration of the theory of planned behavior and latent class choice model Xuemei Fu1
© Springer Science+Business Media, LLC, part of Springer Nature 2020
Abstract This study attempts to develop a comprehensive framework by integrating the theory of planned behavior (TPB) and latent class choice model, with aim to understanding how mode-use habits moderate the process underlying commute mode choice. By designating habit as the covariate in the class membership model, three segments with unique mode-use habit style are obtained. First, heterogeneity in the effects of socio-demographic variables and TPB-related cognitive factors on commute mode choice across segments are empirically confirmed. Second, by directly including the whole TPB framework into the choice model, the decision-making mechanism underlying commute mode choice is explicitly reflected, which significantly varies with respect to specific mode choice in each segment. Either “a habitual and automatic behavior” or “a deliberate and rational decision” is finally determined. This study provides an empirical support to the moderating role of mode-use habit in the commute mode choice process, with a particular focus on its moderating role in the effect of TPB-related factors. The findings suggest that strategies to manage transport modes ownership and usage must be targeted towards specific population groups in order to gain effectiveness. Keywords The theory of planned behavior · Latent class choice model · Habit · Moderating effect · Commute mode
Introduction With the continuous increase in traffic volume, governors have been endeavored to implement mobility management programs in order to keep the congested and disordered traffic situations from getting worse, which also contributes to environmental protection by relieving the emissions from motorized vehicles. However, effective intervention development largely depends on whether or not modifiable psychological determinants of mode choice could be recognized (Bartholomew et al. 2001). * Xuemei Fu [email protected] 1
School of Management, Shandong University, No. 27, South Shanda Road, Licheng District, Jinan 250100, China
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During the past decades, the importance of incorporating psychological factors into the traditional discrete choice models has been increasingly recognized, which are expected to significantly increase the behavioral interpretation by revealing the decision process inside the “black box” of discrete choices. Nevertheless, a majority of studies only focused on limited number of latent factors at a time. In particular, individual’s perceptions and attitudes have been mostly accounted for, of which only the direct impacts on the discrete choice behavior are considered Glerum et al. 2014; Daly et al. 2012; Johansson et al. 2006). However, as implied in the theory of planned behavior (TPB), these psychological factors indirectly play a role in behavioral decision through the effect they h
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