The integrated model of theory planned behavior, value, and image for explaining public transport passengers' intention to reuse

Purpose - The purpose of this paper is to investigate the simultaneous effect of attitude, subjective norm, perceived behavioral control (PBC), perceived value, and image on public transport passengers' intention to reuse. Design/methodology/approach - The empirical data were collected through survey. The respondents of the survey are 293 public transport passengers in Tangerang, Indonesia. Multiple regressions analysis was performed to test the conceptual model and the proposed hypotheses. Findings - The findings showed that attitude, subjective norm, and image influence public transport passengers' intention to reuse. However, this research also found that perceived value and PBC does not influence public transport passengers' intention to reuse significantly. Research limitations/implications - The survey was only conducted at one area in Indonesia. In addition, convenience sampling method was employed. These conditions may cause that the research results cannot be generalized to the other contexts. Therefore, replication research is needed to test the stability of the findings in the other contexts. Practical/implications - Public transport service managers need to pay attention to attitude, subjective norm, and image in order to ensure public transport passengers' intention to reuse public transport services. Originality/value - This study is believed to be the first to develop and test public transport passengers' intention to reuse model that integrated theory of planned behavior with perceived value and image.