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A Cross Asian Country Analysis in Attitudes Toward Car and Public Transport

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A Cross Asian Country Analysis in Attitudes Toward Car and Public Transport Journal of the Eastern Asia Society for Transportation Studies, Vol.9, 2011 A Cross Asian Country Analysis in Attitudes toward Car and Public Transport Hong Tan VAN Satoshi FUJII Lecturer Professor Department of Civil Engineering, Ho Chi Department of Urban and Environmental Minh City University of Technology Engineering, Kyoto University 268 Ly Thuong Kiet, District 10, Ho Chi C1, Nishikyo-ku, Kyoto 615-8540, Japan Minh City, Vietnam Fax: Fax: +84-8-39930083 Email: [email protected] Email: [email protected] Abstract: The first aim of this study was to do an exploratory investigation of dimensions of attitudes toward car and public transport in six Asian countries (Japan, Thailand, China, Vietnam, Indonesia, and the Philippines). The second aim was to find out determinants of the dimensions as well as of the possible differences of attitudes across countries. Attitudes toward car and public transport by 1,118 respondents in six countries were measured by 31 beliefs in form of pairs of opposite adjectives. The results of principle component analysis yielded three factors of attitudes toward car and public transport, namely: Symbolic affective, Instrumental, and Social orderliness. The result of comparison between attitudes toward car and public transport in each country indicated that the contrary between car and public transport may transcend cultures. ANOVA also revealed that there were great divergences across countries in the all three dimensions of attitudes toward car and public transport. Key Words: Attitude toward transport modes, Symbolic affective, Instrumental, Social orderliness. 1. INTRODUCTION Motorization is now occurring in many countries with different rates. Except for some countries like Japan that completely motorized, the rise of vehicle ownership presently can be seen in many Asian countries (Morichi, 2005). Rapid developing of car fleet soon makes the whole transport system of these countries overload, thus obstructing the mobility. In addition, from the view point of possible global warming effects in the near future, motorization in such pre-motorized countries is quite serious problems. Therefore, recent transport policies in some developing Asian countries have started to focus on raising public awareness about sustainable transport, together with promoting public transport use (Pardo, 2006). For the sake of this strategy, it is important to know how Asian people feel about car and public transport. This is of course because that understanding people’s attitude will be the basic for the forecasting of people’s intention and behavior, as implied by Ajzen (1991)’s theory of planned behavior. With this recognition, this study will aim at finding out determinants of the dimensions as well as of the possible differences of attitudes across countries. The dimensions of attitudes toward car and public have been examined in some previous studies. Accordingly, researchers on the benefit of travel mode use have so far shared common acknowledgment that car and public transport generally possess three functions: 411 Journal of the Eastern Asia Society for Transportation Studies, Vol.9, 2011 Symbolic, Instrumental, and Affective. First of all, a motivation of travel mode choice, especially with regard to car, is derived from symbolic value (Victoria Transport Institute, 2005). Symbolic status, in other word, is the expression of personal identity (Dittmar, 1992). Many studies have confirmed the contribution of this attribute to car use or consumption (Jensen, 1999 etc.). Among them, studies by Steg (2003), Ibrahim (2003) etc. went further with the comparison of the status symbol between car and public transport. They came to the same conclusion that car confers more status value than public transport does. Other important dimensions of benefit of vehicle are instrumental and affective factors, mostly focused in past studies. Many attributes have been used to examine these two aspects. Among them, monetary cost, convenience, complexity, speed etc. were described as instrumental aspect while freedom, excitement, enjoyment, relaxation and pleasance etc. were mostly referred to affective utility of travel modes (Steg, 2003; Ibrahim, 2003; Hiscock et al, 2002). Instrumental aspects are mainly related to functional attributes (Dittmar, 1992) whereas affective motives can be considered as deeper or emotional feelings (Steg, 2005). Previous studies also found that symbolic and affective factors have strong relation (Hiscock et al., 2002). This may be due to an association in respondents’ mind between the two conception of symbolic status and affection. Gatersleben (2009) concluded that symbolic values “may evoke feelings of positive arousal” and “were mainly related to feeling stimulated”. Steg also supported this notion. Through the results of factor analysis in two of her studies (Steg, 2005; Steg et al., 2001), she repeatedly reported a connection between symbolic and affective factors. It should be noted that the literature review above has sketched out the attitudes toward travel modes in Europe countries. Therefore, in different regions or countries such as Asia with disproportion in development level and diversity in culture and social life among countries, a study about the attitudes toward travel modes may yield different aspects. For this reason, in this article, various aspects of attitudes toward car and public transport of people in six countries in Asia including Japan, Thailand, China, Vietnam, Indonesia, and the Philippines were analyzed and compared. 2. METHODOLOGY 2.1. Participants In these six countries, engineering students in universities including Tokyo Institute of Technology (Tokyo), Chulalongkong University (Bangkok), Nankai University (Tianjin city), Bandung Institute of Technology (Bangdung city), Ho Chi Minh (HCM) City University of Technology, HCM City University of Architectures, and Hong Bang University (HCM city), University of the Philippines-Diliman (Metro Manila) were targeted as respondents for this survey. Among these six survey places, only Tokyo, Japan has fully-coved and well- organized public transport system with rail and public comprising of about 36% share. Other cities like Bangkok, Metro Manila and Tianjin also have a highly-invested bus system and few rail lines which atract a lot of low/average income people using, while HCM City and Bangdung have just at the initial step of investment on the bus system thus share of bus use is still low. Except for Japan, all other five countries have kinds of para-transit operating 412 Journal of the Eastern Asia Society for Transportation Studies, Vol.9, 2011 together with conventional bus and those modes of transport also a main transport mode for the poor. All surveys were implemented in the end of 2005. In Japan, the participants were 403 students widely recruited from Tokyo Institute of Technology (Tokyo) by offering each an equivalent incentive of 1.5 USD; totally 402 questionnaires were usable. In Thailand, China, Indonesia the Philippines and Vietnam, engineering students in some classes and year levels in, respectively were selected and the surveys were implemented under the helps of those class lecturers. Only those students who agreed to participate were distributed the questionnaires. In Thailand, 100 respondents handed back their filling out forms, while this number was 107 in China. In Indonesia Vietnam, and the Philippines respectively, total 122, 209 and 178 questionnaires received were all usable. The response rate in all surveys was considered 100%. Descriptive statistic of those samples can be referred in Table 1. Table 1: Descriptive statistic of samples in Japan, Thailand, China, Vietnam, Indonesia, & the Philippines Sex Age Driving license Car ownership Sample N % % % % not % % not Mean SD men women having having having having Japan 402 91 9 20.35 2.08 50 50 10 90 Thailand 100 87 13 21.09 1.66 75 25 53 46 China 107 61 39 20.67 2.08 6 94 2 98 Vietnam 209 84 16 21.99 2.37 10 90 1 99 Indonesia 122 88 12 19.67 2.06 56 44 10 90 Philippines 178 53 47 19.16 1.70 26 74 10 89 Note: In case of a less than 100% sum, the remaining percentage is attributed to missing cases. 2.2. Questionnaire To measure attitudes toward travel modes, Osgood’s semantic differential technique with five- point bipolar adjective scale was used. The image of car and public transport modes were elicited in the respondent’s mind by large size printed words of “Automobile” and “Public transport” in the instruction part, then the questionnaire showed randomly-arranged beliefs in form of pairs of opposite adjectives which covered several aspects of travel modes such as symbolic, instrumental, affective, social moral attributes. In total, 32 beliefs were used in common for both two modes of car and public transport (see Table 2). For example, “austere- luxury” were used to measure symbolic status dimension; “inconvenient-convenient” for instrumental aspect, and “destructive-constructive” were to examine social moral factor. Many of similar measures have been widely used in literatures for investigating the images of car and public transport. For example, for car use Lupton (2002) found that convenience, independence and freedom, control are positive aspects of car. Steg et al. (2001) used a list of 60 attractive and unattractive features of car which covered not only instrumental but also symbolic features of car use. Steg (2003, 2005) did similarly by asking respondents to judge both car and public transport on instrumental, affective and social-symbolic scales, for example convenience, independence, flexibility, comfort, speed, reliability, pleasure and status, freedome, stress, cosiness, control, arousal...Hiscock et al (2002) found psycho-social benefits such as undesirable social contact, privacy, personal space and violence are judged better for car than for public transport. For each mode, respondents were asked to use intuitive feeling, quickly evaluate to what 413 Journal of the Eastern Asia Society for Transportation Studies, Vol.9, 2011 extent those adjective pairs match with the image they have about that mode. The purpose of this was to obtain the salient beliefs that highest related to that travel mode.
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