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This study integrated psychological factors, according to the Theory of Planned Behaviour (TPB), and habit as latent variables, together with service attributes as explanatory variables, in order to explore the effects of psychological factors on mode choice behaviour. The planned Bus Rapid Transit (BRT) system in Khon Kaen city, Thailand, was selected as a case study. A total of 600 private vehicle and public transport users were randomly surveyed by a Stated Preference (SP) exercise and psychological questionnaire that measured a series of TPB factors and habits of using private vehicles. Among the psychological factors, hierarchical regression analysis results revealed that intention to use BRT was mainly determined by the subjective norm. However, travellers who have a habit of using their private vehicles had less intention to use the BRT. The results also showed that mode (BRT) choice behaviours were affected by not only service attribute factors (travel time and cost), but also perceived social influence. Therefore, BRT planning should be integrated with this psychological factor. The findings of this study would help to understand commuter’s behaviour and suggest for BRT planning in Asian developing cities where motorcycles and cars are dominant modes of travel.

Influence of psychological factors on mode choice behaviour: Case study of BRT in Khon Kaen City, Thailand