Influence of psychological factors on mode choice behaviours: Case study of BRT in Khon Kaen City, Thailand

This study integrates psychological factors according to Theory of Planned Behaviour (TPB) and habit as latent variables together with service attributes as explanatory variables, in order to explore the effects of psychological factors on mode choice behaviours of choosing Bus Rapid Transit (BRT) system. The planned BRT project in Khon Kaen city was selected as a case study. A total of 600 private vehicle and public transport users were randomly surveyed by a Stated Preference (SP) exercise and psychological questionnaire that measured a series TPB factors and habit to use private vehicle. Hierarchical regression analysis results reveal that intention of using BRT was mainly determined by subjective norm. However, travellers who have habit of using their private vehicles would less intention to use BRT. This results also showed mode (BRT) choice behaviours was affected by not only service attribute factors (travel time and cost), but also perceived attitude and social pressure. This psychological factor significantly affects BRT demand. Therefore, the BRT planning should be integrated with psychological factors. The findings of this study would help to understand commuter's behaviour and suggest for BRT planning in Asian developing countries where motorcycles and cars are dominant modes of travel. (C) 2017 The Authors. Published by Elsevier B.V.