LINKING CONSUMER ATTITUDES TO BUS AND CARPOOL USAGE

This study explores the relationships among beliefs, feelings and behavior toward transportation alternatives. Two previously collected surveys of bus and carpool riders were analyzed using two-stage least squares. Structural models of the influence of ratings of bus and carpool features and of the overall liking of buses and carpools on behavior were constructed. It was found that the relationship between rated convenience and comfort and behavior is mediated by their relationship to overall liking or modal affect. Modal affect was also consistently found to be a strong predictor of behavior. Moreover, at least for buses, modal affect influences behavior over and above the influence of rated convenience and comfort on behavior. The implications of these results for transportation planners and researchers is discussed. © 1979.