Abstract
The psychological factors are important factors to understand mode choice behavior. This paper proposes an integrated model combining psychological factors according to the Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) to explain the travelers' intention of using the planned LRT in Khon Kaen city. A sample of 337 participants was administered a questionnaire survey that measured a series of construct based on TPB and TAM. Structural equation models (SEM) technique is used to test causal structure of the models. The results showed that the psychological factors accounted for a significant part of the variance in the intention to use LRT. Attitude and subjective norm are influential factors to LRT choice intention. The perceived ease of use is an important motivational factor behind attitude. The outcomes of this study help to understand travelers' behavior and some effective ways can trigger traveler'intention to use LRT are discussed.
