Page 214 - 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

THE EFFECT OF PSYCHOLOGICAL FACTORS ON TRAVELER’S
INTENTION: A CASE STUDY OF BIKE SHARING SYSTEM IN
KHON KAEN UNIVERSITY, THAILAND
Identification number: AYRF2019-031
3
2
1
Tanathip CHUJHIT , Wichuda SATIENNAM , Thaned SATIENNAM
1,2,3 Department of Civil Engineering, Faculty of Engineering, Khon Kaen University, Thailand
E-mail: Tanatip.c@kkumail.com 1
E-mail: wichsa@kku.ac.th 2
E-mail: sthaned@kku.ac.th 3

Abstract
Bike sharing system has received great attention recently in Khon kaen university, Thailand. This
paper investigates intention to use bike sharing system of campus user. A sample of 396 participants
completed a questionnaire that measurement a series of factors according to the Theory of Planned Behavior
(TPB). Structure equation models (SEM) technique is used to test causal structure of the models. The results
showed that attitude and subjective norm are influential factors to the intention to use bike sharing system on
campus. This study helps to understand the factors that affect the intention of using bike sharing in non-bike
culture community.

Keywords: Bike Sharing System, Theory of Planned Behavior, Non-bike culture community

1. INTRODUCTION
Khon Kaen University is a non-bike culture The psychological theory that is popular in
community. However, during 2017 - 2018, there was describing rational behavior is the Theory of Planned
a pilot project of bike sharing system operated in the Behavior (TPB) (Ajzen, 2006). For cycling
university area. The project allows students and behavior, cycling behavior is born from the cycling
university’s staff to have biking experience on intention. Factors that influence the cycling intention
campus for 1 full year. In addition, company’s consists of attitude toward cycling, cycling
statistics reveal that the response and statistics of the subjective norm, and perceived cycling ease. These
use of bike sharing system are among the highest factors will directly affect the intention to cycling as
when compared to other trial projects in Thailand. shown in Fig. 1.
To get useful information to promote cycling in
the future, this is a significant opportunity to study
bicycling behavior. This study, therefore, aim to
reveal factors affected to the intention to use bike
sharing system on campus for the non-bike culture
community context.

2. Literature review
Literature reviews found factors influence to the
use of bike sharing including users' characteristics,
transport system characteristics, and latent factors.
The first group, user’s characteristics are sex, age,
and income (Efthymiou et al. 2013; Prieto et al.
2017). The transport system characteristics include
time and cost (Rietveld and Daniel 2004; Hunt and
Abraham 2007; Efthymiou et al. 2013). Latent
factors are mostly those psychological factors such
as cycling attitude, interest in bicycle technology, Fig. 1 Structure model theory planned behavior
cycling subjective norm, and perceived cycling ease (Ajzen, 2006)
(Kaplan et al. 2015).

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