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Trans. Planning Journal
| Title | Application of Involvement Theory on Mode Choice Behavior |
|---|---|
| Author | Wen-Tai Lai and Jin-Long Lu |
| Summary | Since the construction of public transportation infrastructure is time consuming and expensive, the use of low cost marketing strategies to raise the market share of public transportation is gradually being emphasized, and there are some successful cases. However, in past studies, findings concerning whether the marketing method of pricing discount or travel information provision was an effective way to increase public transportation ride ship were not consistent. This study tried to introduce the involvement theory, applied widely in the field of marketing, segmented the travelers according to their involvement in public transportation, and used the theory of planned behavior (TPB) to construct the behavior model. The model results indicated that the travelers’ mode choice behaviors varied by their involvement level. In order to analyze the effect of heterogeneity further, this study built a discrete choice model based on travelers’ revealed preference data and performed price elasticity analysis. The results showed that the effects of pricing discount on increasing public transportation rider ship to travelers with higher level of involvement are significantly greater than those travelers with lower level of involvement. |
| Vol. | 37 |
| No. | 2 |
| Page | 237 |
| Year | 2008 |
| Month | 6 |
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