Citation

Lirn TC, Sheu JB. Transp. Res. F Traffic Psychol. Behav. 2009; 12(5): 404-416.

Copyright

(Copyright © 2009, Elsevier Publishing)

DOI

10.1016/j.trf.2009.06.001

PMID

unavailable

Abstract

This research's objectives are to identify major factors influencing offshore student-commuters' transportation mode-choice and to develop simple Logit choice models prior and post a major air disaster. The total trip time, trip cost, ease of access to a transportation mode, student-commuters' household income, and the risk perceived by student-commuters using different transportation modes are found to have impacts on their mode-choice behaviour. Several logit model specifications were tested. The research reveals student-commuters' transportation mode-choice behaviour significantly changed post the May 2002 Penghu air accident. Reduction in airfares (which most airlines used to promote their services after the air-crash) was less attractive to passengers than convincing them that airline services were safe. Therefore, any post-disaster airline marketing campaign aimed at student-commuters should change from reduced fare promotion to service safety promotion.