HSR buying behavior modeling-Taiwan High Speed Railway case

This study identifies the consumer behavior by adopting the theory of planned behavior and the consumer logistics theory to model Taiwan High Speed Railway consumers´ buying behavior. Through 242 effective questionnaires collected and Structural Equation Model analysis adopted, the authors conclude: 1. Trust significantly affects the perceived behavior control, the subjective norm and the attitude, furthermore the intention to ride HSR. 2. The influence of novelty is insignificant. 3. Safety/Cleanness is critical to affect both the efficiency and effectiveness, hence the intention to ride HSR. 4. Connectivity significantly affects efficiency, and the intention to ride HSR, but the impact on effectiveness is negligible. 5. Consumers with different riding purposes and distances respond to the price changes differently. The study concludes with strategic suggestions presented to THSRC for better marketing performance.