Insight into Commuters:

Research on the Behavior and Mind of Consumers in Transit

Abstract

In this study, commuters refer to consumers that use transit, especially train. They include railway users, consumers shopping in or near the stations and the audience for out-of-home (OOH) advertising and traffic advertising. While the commercial environment around the stations is increasingly fulfilling, and the information environment in transit is changing rapidly due to the spread of smartphone and digital signage, commuters are becoming important potential consumers and targets of communication. The aim of this research is to improve service in the stations and the facilities around said stations and to find effective ways to communicate with commuters by understanding their behavioral and psychological characteristics.