Modeling Travelers’ Acceptance of Variable Message Signs: A Hierarchical Hybrid Choice Model
Publication: Journal of Transportation Engineering, Part A: Systems
Volume 146, Issue 12
Abstract
This study aims to develop a framework that integrates the technology acceptance model (TAM) into a route-switching model of travelers’ response to variable message signs (VMS). In addition to the parsimonious TAM constructs (perceived usefulness, perceived ease of use, and behavioral intention), the model is extended with latent variables that are specific to travelers’ response to VMS (perception of information quality, attitude towards route diversion, and familiarity with the network). The model also takes into account the causal relationships among the latent variables. The obtained framework is then incorporated into a route-switching model to form a hierarchical integrated choice and latent variable model. The model is tested with stated preference data from 339 Chinese road users. The results show that all six latent variables have direct and/or indirect effects on route-switching behavior according to the hypothesized relationships. Route choice attributes and individual characteristics also affect travelers’ decisions. The theoretical and practical implications of the findings are also discussed.
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Data Availability Statement
Some or all data, models, or code that support the findings of this study are available from the corresponding author upon reasonable request (data set and whole survey in Chinese and English).
Acknowledgments
This work is supported by the National Natural Science Foundation of China under Grant No. 51478085.
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Journal of Transportation Engineering, Part A: Systems
Volume 146 • Issue 12 • December 2020
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© 2020 American Society of Civil Engineers.
History
Received: Mar 18, 2020
Accepted: Jul 6, 2020
Published online: Sep 19, 2020
Published in print: Dec 1, 2020
Discussion open until: Feb 19, 2021
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