Abstract
This study attempts to develop a comprehensive framework by integrating the theory of planned behavior (TPB) and latent class choice model, with aim to understanding how mode-use habits moderate the process underlying commute mode choice. By designating habit as the covariate in the class membership model, three segments with unique mode-use habit style are obtained. First, heterogeneity in the effects of socio-demographic variables and TPB-related cognitive factors on commute mode choice across segments are empirically confirmed. Second, by directly including the whole TPB framework into the choice model, the decision-making mechanism underlying commute mode choice is explicitly reflected, which significantly varies with respect to specific mode choice in each segment. Either “a habitual and automatic behavior” or “a deliberate and rational decision” is finally determined. This study provides an empirical support to the moderating role of mode-use habit in the commute mode choice process, with a particular focus on its moderating role in the effect of TPB-related factors. The findings suggest that strategies to manage transport modes ownership and usage must be targeted towards specific population groups in order to gain effectiveness.
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Notes
The review of Haustein and Hunecke (2013) claimed that four basic classes of variables have been used to segment the population, including travel behavior, spatial variables, socio-demographic variables, together with attitudinal variables (or other psychological variables). It is common that the four sets of segmentation variables are separately utilized. Also, the ‘pure’ attitude-based segmentation has got an increasing application (e.g., Haustein et al. 2018; Kim and Mokhtarian 2018) since they are emphasized to be relevant predicators for explaining mobility behavior, which lies on a consistent theoretical foundation (Diana and Mokhtarian 2009; Prato et al. 2017).
Originally, an additional LCCM with no mode-use habit covariates in the class membership model was also presented. It was expected to provide additional evidence to the role of habit in commuting mode choice by comparing the two models and interpreting the differences in terms of the extent to which the choice behavior is to be labeled as deliberation versus automation. One anonymous reviewer pointed out that behavioral intention and habit variables are probably quite strongly correlated with each other (Møller and Thøgersen 1970; Verplanken and Aarts 1999). As a result, the estimation of effects will shift when one set of variables is removed from the model. In this case, interpreting the shifts in behavioral items is not warranted. Hence, it is determined to characterize the process underlying commute mode choice based on the results with habit variables included the latent class model. This is also the most common approach in previous studies.
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This research is supported by the National Natural Science Foundation of China under Grant No. 71701125, Social Science Planning Research Project of Shandong Province under Grant No. 20DGLJO12, and the Fundamental Research Funds of Shandong University under Grant No. 2019GN008. The authors would like to express their appreciation to anyone who has provided suggestions and comments on this paper.
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Fu, X. How habit moderates the commute mode decision process: integration of the theory of planned behavior and latent class choice model. Transportation 48, 2681–2707 (2021). https://doi.org/10.1007/s11116-020-10144-6
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DOI: https://doi.org/10.1007/s11116-020-10144-6