Research On Travel Mode Choice Based On The Theory Of Planned Behavior

With increasing urbanization speed,the problems of traffic jams and environmental pollution they caused are becoming more and more serious. Although the government has been paid equal attention to the road infrastructure construction and traffic system management recent years, but we did not get a reasonable solution to urban transport problems, because the conflict between traffic supply and demand has not been fundamentally resolved, and that is why transportation demand management(TDM) is introduced and has been paid more and more attention. Studying residents’ behavior about choosing travel modes and exploring the psychological mechanism of choice based on the concept of TDM has very important significance for formulating scientifically and implementing effectively the strategy of travel demand management, which aims to guide residents to travel reasonably and optimize travel mode share.In this paper, the residents’ psychology of their travel demand and travel mode choice behavior is analyzed in a penetrating way, with thinking over the familiar factors. Accordingly, the research hypotheses as well as the theoretical models are built based on the Theory of Planned Behavior(TPB), with respect to chose a mode for travel, including Bus, Car,(e-)Bicycle and Walk. For measuring TPB variables of every mode, the questionnaires are constructed with subdivision- oriented idea, and then are applied to make sampling surveys in Zhangdian District. Whereafter, the related data is collected for analyzing the quesionnaires’ reliability and validity rely on SPSS. After that, running AMOS to conduct structural equation model(SEM) analysis, with the purpose of verifying and modifying the models, finally, the models are confirmed. The results show, the questionnaires’ reliability and validity are adequate to make further analysis, the models’ goodness of fit achieved favourable level; in every model of travel mode choice, the path coefficients from subjective norms to behavior intention are minimal, especially in the Car’s the number is negative; and in every model of travel mode choice, with regard to attitudes toward behavior and perceived behavior control, the number of path coefficients are positive. With those results, some conclusions can be obtained as follows.TPB can explain domestic urban residents’ behavior intention of choosing common travel modes, and the degree of this explanation is comparatively high by means of detailing regulatory variables. Bus users’ choice intention is mostly affected by the attitude, with respect to(e-)Bicycle and Walk users’ intention, perceived behavior control has the most significant influence. In all four models, subjective norms’ influence is less than the attitude and perceived behavior control, especially for car users, its enhancement could slightly weaken the choice intention.According to those conclusions, some suggestions are theoretically proposed for transportation decision-maker in terms of the attitudes, subjective norms, perceived behavior control, with considering every mode’s characteristic.