The effects of rational and habitual factors on mode choice behaviors in a motorcycle-dependent region: Evidence from Taiwan

This paper aims to explore the effects of rational and habitual factors on mode choice behaviors in a motorcycle-dependent region. Both a discrete choice model and theory of planned behavior (TPB) are employed to examine mode choice behaviors. A sample was obtained from two major cities in Taiwan to examine the contextual effect of public transport development. The empirical results reveal that psychological (rational and habitual) factors have stronger influences on mode choice behaviors than socio-economic factors, and furthermore that habitual factors explain traveler mode choice behaviors better than rational ones. The contextual effect with regard to public transport development is found to be significant for motorcyclists' mode choice behaviors. The practical implications of the results of this study are discussed.