Causal complexity for passengers’ intentions to re-ride

Abstract

This study explores the relationship among service range, ride convenience, motivation to ride, satisfaction with facilities, service satisfaction, and intention to re-ride. The conveyance of interest is the Puyuma Express because its transport service last year carries out the overall electrified era in eastern Taiwan and its vast passenger capacity breaks the record over the past 128 years. The very high passenger capacity includes passengers who are on their first ride but, to a much greater extent, passengers who are re-riding. This fact motivates this research. This work involves a carefully designed questionnaire, and uses both web-based and paper-based questionnaire surveys to collect data. The number of valid samples thus obtained was 228. Multiple regression analysis (MRA) and fuzzy set qualitative comparative analysis (fsQCA) are utilized to test proposed research framework. The two methods yield completely different results. MRA reveals that satisfaction with facilities, service satisfaction, ride convenience, and service range are together responsible for the strong intentions of passengers to re-ride. FsQCA identifies seven complex antecedent paths that are responsible for strong intentions to re-ride. The latter explains outcome more comprehensively than the former. The motivation to ride is an important condition in fsQCA and should not be eliminated as MRA suggests. This empirical study elucidates the causal complexity for passengers’ intentions to re-ride, and contributes to theory and practice in the domains of both transportation marketing and consumer behavior.