Predicting travel intention to take HSR among college students

To understand travelers’ willingness to take High Speed Railroad (HSR) and its antecedents, this study added two constructs- novelty seeking and trust- to the model of theory of planned behavior (TPB). Research data was collected in a survey of 300 college students from a university in northern Taiwan. Results indicated that attitude, perceived behavioral control, and subjective norm were found to have positive effects on behavioral intention of taking HSR. Furthermore, novelty seeking and trust also have positive influences on these antecedents of taking HSR intention. Theoretical and marketing implications were derived.