Abstract
In order to understand travelers' willingness to take Taiwan's High Speed Rail (HSR) and its antecedents, this study adds two constructs - novelty seeking and trust - to the model of theory of planned behavior (TPB). The study collected research data from a university in northern Taiwan, resulting in an effective data of 300 subjects. Results indicate that attitude, perceived behavioral control, and subjective norm are found to have positive effects on the behavioral intention of taking HSR. Furthermore, novelty seeking and trust also have positive influences on attitude and three antecedents of the intention in taking HSR respectively. Theoretical and marketing implications are derived.
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