Travel mode choice behavior: an integrated framework of social psychology and marketing theory

Abstract

Current travel behavior research can be divided into three main fields: marketing, social psychology, and land-use, which are derived from different theories and beliefs. Even though, constructs from different theoretical frameworks, such as travel satisfaction and attitudes, have been previously studied together, few studies have analysed how a set of constructs from different theories would interact and influence the formation of behavioral intentions and user loyalty. In this sense, the main goal of this research entailed developing a comprehensive framework based on a systematic review of both marketing and social psychology theories as to investigate the formation of behavioral intentions and loyalty bonds towards two commute travel modes, namely commuting by car and by public transport. To this end, a survey was developed and applied in Curitiba, Brazil regarding perceived value, perceived quality, travel satisfaction, user loyalty, attitudes, social and personal norms, perceived behavioral control, behavioral intentions and habit. The collected data was used to test and validate the integrated framework through a two-step approach based on both confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results highlighted that the formation of behavioral intentions and loyalty bonds across the samples occurred differently. For instance, attitudes, perceived quality, personal norms, perceived behavioral control, and travel satisfaction were the constructs with the largest effect on the main variable in the car sample. On the other hand, perceived value, travel satisfaction, attitudes, perceived quality, perceived behavioral control, and personal norms were the most relevant in the public transport sample. Overall, the main advantage and contribution of the integrated framework is being able to connect the influence of marketing constructs, which are commonly used by public managers, to social psychology factors, which are key to the development of behavioral intentions and habit. Therefore, aiding the planning of more detailed, strategic and adaptable public policies that could be applied to achieve more sustainable cities.