Page 185 - Proceeding of Atrans Young Researcher's Forum 2019_Neat

“Transportation for A Better Life:
Smart Mobility for Now and Then”

23 August 2019, Bangkok, Thailand

delivering the right marketing messages 2.2 Psychological Aspects of Travel
(interventions) to the right customers (target Behaviour
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audiences) . Transport researchers adopted the Lewin stated that behaviour is a function
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market segmentation concept and proposed of subjective intrapersonal processes and objective
segments of carpoolers. Neoh et al. proposed three environmental dimensions. Van Acker et al.
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stages of carpooling cycle, namely entrance stage defined these two functions as subjective factors
(the stage where non-carpoolers are turning into (e.g. perception and attitude) and objective factors
carpoolers), maintenance stage (the stage where (e.g. spatiotemporal data, socio-economic and
carpoolers continuingly carpool) and exit stage (the demographic). Deci and Ryan suggested that
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stage where commuters stop carpooling). Park et individuals interpret the objective factors in terms of
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al. proposed three segments of carpoolers: 1) not- the psychological meanings of those factors. Hence,
interested commuters which refer to commuters who the perceptions and evaluations of individuals have
neither use nor consider carpooling 2) potential already captured the characteristics of objective
carpool users which refer to those who do not factors . For example, whether having children in
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currently carpool but have indicated an interest and the household influences the parents’ travel
3) current carpool users which refer to those who behaviour, one can measure the number of children
carpool at least once a week. However, these authors or the parents’ attitude toward having children. Yet,
do not clearly specify the psychological criteria used due to a lack of appropriate data on subjective
for defining stages. factors, most empirical studies on travel behaviour
This manuscript aims to explore and usually consider objective characteristics instead of
conceptualise how carpooling decisions are made in subjective ones . Consistent with research on
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the perspective of commuters. It firstly aims to carpool, researchers indicated that studies on carpool
develop the carpooling cycle based on theories focused on instrumental factors rather than
derived from the transport, social psychology and psychological factors 8-10 . The perceptions and
consumer behaviour literature. This manuscript evaluations of commuters are the interest of this
starts with literature review and is followed by a manuscript.
proposition of the conceptual framework (i.e.
carpooling cycle). An initial validation of the 2.3 The Model Explaining Travel Behaviour
conceptual framework and hypotheses are presented. Van Acker et al. proposed a conceptual
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Finally, further research and contribution of this model of travel behaviour consisting of three
manuscript is discussed. components: spatial (e.g. mental map), socio-
economic (e.g. network composition and physical
2. Literature review distance between network members) and personality
2.1 Carpooling Definition (e.g. attitudes). The model suggests that behavioural
Definitions of carpooling are various decisions are the result of reasoned and unreasoned
dependent on the views of researchers such as asset influences.
provision, roles of participants, relationships of
carpoolers, monetary compensations, profit
generation, lengths of detouring, travel patterns and
trip purposes 3,18 . In this manuscript, carpool refers to
the following: 1) carpoolers have one driver sharing
the use of her/his privately owned car and one or
more riders 2) carpoolers must have similarity in
their origin and destination; thus, both must share a
common route and time 3) they must not live in the
same household 4) riders may or may not share
expenses with the driver and 5) the driver must not Fig. 1 Theory of reasoned action and theory of
aim for profit making but can accept a donation or planned behaviour
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receive some cash just to cover costs. Source: adapted from Fishbein and Ajzen

Reasoned influences affect the initial stage
at which a traveller has initially adopted a particular
behaviour. At this stage, Theory of Reasoned Action

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