An environmental concern motivates intention to use free bus services: An empirical study in Malaysia  

Oleh:

Jayaraman, K. ; Ng, Chee Hin ; Stocker, Klaus ; Kiumarsi, S.

Jenis: Article from Proceeding
Dalam koleksi: SIBR-Thammasat 2014 Conference on Interdisciplinary Business & Economics Research June 5th- 7th, 2014 di Emerald Hotel Bangkok, page 1-18.
Topik: Intention to Use Free Bus; Moral Obligation; Perceived Usefulness; Subjective Norm
Fulltext: b14-120.pdf (144.34KB)

Isi artikel

The free bus concept is one of the strategies used in many countries to reduce traffic congestion problems. In Australia, free bus has been introduced in selected places to protect the nature of the city but not for office commuters. Malaysia is unique in the sense that the free bus service is funded by government as an alternative for commuting to ease traffic woes problem. The purpose of this study is to identify the factors influencing the utilization of free bus service since the free bus is underutilized by 55 percent after two years of its implementation in Malaysia. This study examines the relationship between five independent variables, namely perceived ease of use (PEOU), perceived usefulness (PU), moral obligations (MO), subjective norms (SN) and financial incentives (FIN) on the intention to use the free bus service. From the current empirical study of 142 respondents, 60.6% have been using free bus services and 39.4% were the non-users. The results show that PEOU, PU, MO and SN were the factors that are significantly influencing the intention to use free bus. It is worthwhile to mention that FIN is not statistically influencing the intention to use free bus. It clearly indicates that people will not take it for granted anything that is given free of cost. The findings strengthen the application of Decomposed Theory of Planned Behavior (DTPB) in predicting Malaysian commuters’ behavior. The research findings also indicate that people started realizing the environmental problems and the ultimate benefits of using bus for primary travel to resolve the traffic congestion.

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