Behavioral theory and transportation cycling research: Application of Diffusion of Innovations

Abstract

Abstract Background Diffusion of Innovations (DOI) theory may be applicable to studying transportation cycling adoption. This study assessed the association between two DOI theory constructs – perceived compatibility of transportation bicycling (the extent to which transportation bicycling is perceived as being consistent with existing values, norms, past experiences, and self-perception of potential adopters) and DOI stage of adoption of transportation bicycling – in population of downtown Austin employees. DOI and Transtheoretical Model (TTM) approaches to staging were also compared. Methods Survey data were collected via the Internet. Stage of adoption of transportation bicycling was assessed for each participant using both DOI and TTM staging approaches, as was a five-item DOI-based perceived compatibility of transportation bicycling score. Differences in perceived compatibility and sociodemographic characteristics across DOI stages were assessed. Differences in the distribution of participants and perceived compatibility across DOI and TTM stages were also assessed. Results Of the 803 employees invited, 295 (36.7%) completed the survey. Higher perceived compatibility was associated with being male, younger age, and higher education. Perceived compatibility was associated with DOI stage, and accounted for 45% of the variance across stages. As hypothesized, more participants were classified in TTM stage 1 than in DOI stage 1 (77% vs. 60%, p p Conclusions DOI theory may be relevant to understanding and promoting cycling for transportation. The TTM approach may undercount participants who are ready for action-oriented interventions. Interventions to increase transportation bicycling could benefit from an explicit focus on increasing the perceived compatibility of this behavior, and from utilizing the DOI staging approach to classify participants into stages that match their readiness for action.