Title :
Predicting travel intention to take HSR among college students
Author :
Hsiao, Chun-Hua ; Yang, Chyan
Author_Institution :
Dept. of Bus. Adm., Vanung Univ., Taoyuan
Abstract :
To understand travelerspsila willingness to take High Speed Railroad (HSR) and its antecedents, this study added two constructs- novelty seeking and trust- to the model of theory of planned behavior (TPB). Research data was collected in a survey of 300 college students from a university in northern Taiwan. Results indicated that attitude, perceived behavioral control, and subjective norm were found to have positive effects on behavioral intention of taking HSR. Furthermore, novelty seeking and trust also have positive influences on these antecedents of taking HSR intention. Theoretical and marketing implications were derived.
Keywords :
railways; travel industry; high speed railroad; marketing; northern Taiwan; planned behavior theory; travel intention prediction; Attitude control; Bismuth; Cities and towns; Economic indicators; Educational institutions; Humans; Predictive models; Rails; Safety; Tin; HSR; TPB; attitude; behavioral intention; novelty seeking; perceived behavioral control; subjective norm; trust;
Conference_Titel :
Management of Innovation and Technology, 2008. ICMIT 2008. 4th IEEE International Conference on
Conference_Location :
Bangkok
Print_ISBN :
978-1-4244-2329-3
Electronic_ISBN :
978-1-4244-2330-9
DOI :
10.1109/ICMIT.2008.4654486
