The Theory of Planned Behavior: The Role of Descriptive Norms and Habit in the Prediction of Inter-city Travel Mode Choice

Abstract

This paper makes use of a sample of travelers in metropolitan area of Yangtze River Delta to compare psychological predictors of the intention to use four travel modes: the traditional train, the Electric Multiple Unit (EMU), the High Speed Railway (HSR), and the coach. An expanded version of the Theory of Planned Behavior (TPB) containing separate measures of social norms and habit is employed. The results demonstrate that attitude, subjective norm, and perceived behavioral control explained between 33% and 45% of the variance in intention to use various travel modes. In all cases, attitude and subjective norm are important factors and by adding descriptive norm to the original predictors in TPB, the explained variance increased by between 4% and 8%. Furthermore, introduction of habit in model results the much more explained variance in intention. This paper also reports the study which demonstrates the moderating effect of habit on the intention–behavior relationship. Results illustrate that the effect of habit as moderator of intention on behavior in intercity travel modes was weaker than that in in-city travel modes.

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