How habit moderates the commute mode decision process: integration of the theory of planned behavior and latent class choice model

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.