Institute of Transportation, MOTC

　　This study applies the MOA theory to compare the consumer behavior of mass transit users between residents in an area with good public transport service versus one with poor service, and to determine the influent factors on the consumer behavior in using mass transit. A questionnaire was developed and disseminated to a random sample of passengers. The sampled passengers were first categorized into groups by indices of mass transit service development/quality, and based on the theory of MOA, to reveal the different behaviors of mass transit usage in the two areas. Second, an integration of discrete choice model and structural equation module was then developed by LISREAL, to determine the impacts of social-economic variables, modal attributes, behavioral intentions, habit, and involvement on consumer behavior. Residents in the area with good mass transit services were found to have better opinions on mass transit. Behavioral intention was found to have the most significant impact in the two areas. According to the results, improving mass transit services would not only increase intention to use mass transit, but would also increase the market share of mass transit.