The Analyzing of Factors Effecting the Willingness to use Metro in Hanoi

Transcription

1 The Analyzing of Factors Effecting the Willingness to use Metro in Hanoi Nguyen Quang Vinh, Ph.D., Dong Do University, Vietnam. Do Viet Thanh, Ph.D. Candidate, Maritime University, Vietnam. Abstract The aim of this research is to find out the factors affecting the willingness to use Metro in Hanoi. There are 237 sample were put in to system to analysis the reliability, and explore factor analysis. From the results of multivariate regression analysis with indicators beta shows that these factors areeffecting the willingness to use Metro in Hanoi. Specifically, 1) Subjective norm (Beta =.258); (2 Awareness the usefulness, (Beta =.181) 3) Environmental awareness (Beta =.176) and 4) Cognitive behavioral (Beta =.147). Finally, conclusion and recommendation are also discussed in this study. Key Words: TAM model, willingness to use, Hanoi Metro JEL Classification: R41, L91, G 14 1

2 1. Introduction In recent years, the Vietnamese government is defining the work of ensuring traffic and safety is a key task and urgent order, most often to curb and reduce traffic accidents and traffic congestion in urban areas generally in particular. Especially Hanoi and Ho Chi Minh City. Specifically, promoting the improvement and development of infrastructure, organizing and operating arrangements traffic guidance, strengthen communication, enhance the sense of observing the law when in traffic and traffic of cultural construction. Therefore, the situation of traffic jam had positive changes, several points, the location of traffic jams stretching basically was settled, gradually restoring order traffic safety and order urban, help reduce traffic congestion, reduce travel times through interchange of media, risk score that traffic jams occur each year has been gradually pulling down (as 2013, in Hanoi also has 57 risk points of traffic jams; Ho Chi Minh city has 50 points...). Public transportation vehicles are considered a key factor for the development of sustainable transport systems. Pathways help to reduce traffic congestion, environmental pollution, traffic accidents and so on... (Heath and Gifford, 2002, p. 2154). Although alot of money to invest in public transportation vehicles in the world but there is little research projectsthe attitude and behavior of people for Pathways, especially in emerging countries development (Joewono, Susilo and Santosa, 2009). In many countries, the number of predicted passenger volume is always higher than the actual number that people use. For example, In Taiwan, after more than two years in operation since September 2008, in the city Metro system Kiaohsiung rate increased only people using Pathways to 9.6% from 5%, while the rate of use of motorcycles remain 50% (Shyr, Hsiao, and Andersson, 2010). Therefore, to promote the economic benefits of the project Metro, should have a specific research based on empirical evidence to find out the factors that affect the intention to use this Pathways, thereby Put forth appropriate solutions. Urban railway not only brought changes in infrastructure, public transport systems, but also affect lifestyle and quality of life of people, contributing to building the image of a Capital civilized, modern, comparable to the capital of other countries in the region and the world. This study is carried out with the objective of modeling the factors affecting the intention to use the Metro of people in the Hanoi city and the impact of these factors on the intention to use. From Advance the solutions that help encourage people to use the Metro was officially put into operation. 2. Literature Review 2.1 Definitions Metro: according to the Management Board of metro roads, Metro's trains run on rails in the urban road transport is City Metro system in Hanoi includes underground section and sky. Intent: according Ajzen, I. (1991, p. 181) will be considered, "including factors that affect motor behavior of each individual; these factors show the willingness or effort that each individual will spend to commit to use something". 2

3 In this study, the willingness is people intention behaviour to use the Metro systerm in Hanoi. So, this study use the theoricall of action plan to developed the model and hypothesis for testing the factors effecting the willingness to use the metro systerm of Hanoi people. Theory of planned behavior (Ajzen, 1991) is the development and improvement of rational action theory. TRA - Theory of reasoned action is Ajzen and Fishbein developed since 1977and are considered pioneering theories in the field of social psychological. TRA model shows behavior are determined by the intention to carry out such acts. The relationship between intention and behavior have been given and tested empirically in a lot of research in many fields (Ajzen, 2002; Sheppard, Hartwick, &Warshaw, 1988). Two major factors affecting the intention is personal attitude and subjective standards. The arrival of Metro in Hanoi can be viewed as a transport service to bring new technology features. One useful tool in explaining the intention to adopt a new product is accepted technological model TAM. According Teo, Su Luan, and Sing (2008, p. 266), TAM model has successfully predicted 40% of the use of a system. Since Metro is a new product in the Hanoi traffic system. This study the proposed model combines TPB and TAM is appropriate to explain the factors that influence the intention to use the Metro. This model has been proven fact in the study of Chen, and Chao, (2011) of its intention to use the KMRT system in Kaohsiung city, Taiwan. 2.2 The Factor Effecting the Willingness to use Hanoi Metro System Besides the elements recognizing the usefulness of Metro, Cognitive behavioral control and subjective Standard, researchers also considered other factors capable of affecting the intent to use. That is the appeal factor of alternative products, environmental awareness and demographic factors. The above factors are proposed based on matching reality in Vietnam and based on the previously studied. Julander and Soderlund, (2003, p. 4) defines conversion barriers are economic costs, social, psychological make difficult customers change suppliers pair. Conversion barriers are divided into 3 categories, including (1) the appeal of alternative products, (2) the relationship between the individual and (3) conversion cost awareness. So, for the elements the attractiveness of alternative products, the study refers only to technological development. Heath and Gifford, (2002, p. 2159) studied the relationship between awareness of the harm caused by cars and the use of people's cars Netherlands. The survey results show that car owners with vehicles higher cognitive use less cars more frequently. In the study of factors affecting the behavior of options moving vehicles in Nordlundand Garvill, (2003). Show that factor Awareness environmental and other problems caused by car may affect the intention to reduce car use by local people. Therefore, to study and propose elements of environmental awareness in the research model. Hypothesis 3

4 H1: Awareness the usefulness of Metro has positive impact on Willingness to use Metro H2: Subjective norm has positive impact on Willingness to use Metro H3: Cognitive behavioral has positive impact on Willingness to use Metro H4: Environmental awareness has positive impact on Willingness to use Metro 3. Methodology The scales are constructed and developed from the theoretical basis and research models. This scale is translated into Vietnamese from the scales have been used in studies that are announced in advance. So, prior to the official formation of scale for research objectives and in-depth interviews were conducted to confirm the object are interviewed to understand the concepts are the content and meaning of words. Scale was used in the study was 5 Likert scale with level of popularity as follows: strongly agree, agree, normal, disagree and strongly disagree. The use of this scale in the socioeconomic study for the economic problems in society are most identifiable aspects. Sample size: Provisions on the sample under Bollen (1989) is on a variable sample rate observed to ensure a minimum of 5: 1. Under the provisions of Bollen, the minimum number is 100 samples. Sample: The study is carried out according to methods found direct questionnaire and ed to people who are living in Hanoi. The release questionnaires directly be implemented in a number of companies (for objects which office workers), the youth culture and a number of universities in addition, the object is the person to take the bus, the study also be carried out at the bus stations. 4. Results and Discussion 4.1 Respondent Profile Total 350 questionnaires were sent to respondents who is living in Hanoi, 273 questionnaires were collected of which 237 is valid questionnaire count for (86,9%); there were 36 sample is invalid questionnaires (13,1%) due to lack of information. Valid questionnaires reached 97% rate of the sample size. The result shows that, there are 55.3 % respondent in this study is male and female is 44.7%. Related to age of respondent, the result shows that people below 20 year old is 3.8%, from year old is 49.4%, year old is 36.3 count for the young age of respondent in this study and people who is over 50 year old is 10.5%. In this study, the vehicle that respondent is using also asked, the result indicate that respondent who is using their own vehicle (Car, Moto ) is 46. %, and people who use Public vehicle for transformation inside city in this study is 54% indicate the high rate of public vehicle using in this study, this is the good sign for sky train project in Hanoi. Related to education of respondent, this study shows that people who have Master or more is 8.9%, respondent who have Bachelor degree is 52.3% and below bachelor degree is 38.9%. Total 237 respondents who joined in this survey, there are 17.3% of respondent is retire respondent, respondent who is student is 32.1% and respondent who is on job counted for 50.6% 4

5 4.2 Reliability Analysis According to Nunnally and Bernstein (1994), the scale research should be a preliminary assessment by Cronbach's alpha coefficient. Cronbach's alpha coefficient of variation value in the range [0-1]. Cronbach's alpha coefficient as high as possible, however if Cronbach's alpha coefficient is too large (> 0.95) showed more variation in scale no different from each other. Scale reliability Cronbach's Alpha well as variability in the range of 0.70 to If Cronbach's Alpha is > = 0.60 is acceptable scale in terms of reliability. The variables used Cronbach's alpha measure correlation coefficient of total variable> = 0.30 is satisfactory, if a variable has a correlation coefficient of total variation <0.30, the variable measuring unsatisfactory. Table 1: Cronbach's Alpha Result Variable Number Cronbach's Alpha Awareness the usefulness Subjective norm Cognitive behavioral Environmental awareness Willingness to use metro From the 1 shows the Cronbach's Alpha result of 6 variables, this result indicates that all variable (Awareness the usefulness, Subjective norm, Cognitive behavioral, Environmental awareness, Willingness to use metro) Have good internal consistent with Cronbach's Alpha from.800 to Factor Analysis Factor analysis was performed with 16 observation variables of independent factors that achieved results as follows: KMO = coefficient (between 0.5 and 1) should assert factor analysis in this study is consistent. The significance of Bartlett's Test. With significance level Sig. = <0.005, correlated variables in the overall. Total % variance extracted by> 50% said 04 factors extracted explain % variation of the data set. Rotated Component Matrix removed the variable with loading factor coefficient less than 0.5. The remaining factors are factor loaded> 0.5: ensure the practical implications of EFA. Looking at the table 2, the influence of 04 factors were extracted from the observed variables of the scale components. Table 2 : Rotated Factor Matrix of the Independent Variables Component USEFULL1.739 USEFULL2.735 USEFULL3.724 USEFULL4.863 USEFULL5.821 USEFULL6.725 Subject1.778 Subject2.802 Subject

6 Subject4.807 Cognit1.891 Cognit2.861 Cognit3.895 Environ1.862 Environ2.857 Environ Variables Correlation Pearson correlation analysis to determine the linear relationship between the dependent variable and the independent variables before conducting regression analysis. Correlation analysis was performed between the dependent variable is Willingness to use metro and the independent variables are: Awareness the usefulness, Subjective norm, Cognitive behavioral and Environmental awareness Correlation analysis results presented in Table 3 shows that the independent variables have strong linear correlation with the dependent variable, the correlations are statistically significant at the 1% level of significance achieved. Moreover, the correlation coefficient between the independent variables are not too large value, so the possibility of multicollinearity phenomenon is negligible. USEFULL 1 Table 3: Variable Correlation USEFULL Subject Cognit Environ Willing Subject Cognit Environ.132 * Willing.336 **.364 **.241 **.351 ** 1 *. Correlation is significant at the 0.05 level (2-tailed) **. Correlation is significant at the 0.01 level (2-tailed) 4.5 Regression Regression analysis will determine the linear regression equation, with the beta found to confirm a causal relationship among the dependent variable Willingness to use metro and the independent variables are: Awareness the usefulness, Subjective norm, Cognitive behavioral and Environmental awareness to determine the degree of influence of each factor in the Willingness to use metro in Hanoi. Analyzed using multiple linear regression of SPSS 22.0 software with the method put into a turn (Enter). Assumptions and factors influencing the cost of the service unit in apartment buildings with linear correlation, regression equation for theoretical models as follows Willing = β 0 + β 1 USEFULL+ β 2 Subject + β 3Cognit+ β 4 Environ + є Results of regression analysis with SPSS 20.0 software with regression results are as follows: The analytical results show that models the correlation coefficient R2 = and R2 adjusted is.370. The index is to ensure safety in the assessment of the suitability model (not to exaggerate the relevance of the model). With adjusted R2 = > 0.3, the model is considered suitable by 37%, it means 37% of Willingness to use metro is explained by the independent variable. 6

7 ANOVA analysis showed that F = is significant at level, suggesting that building the regression model is consistent with the data collected and the factors are statistically significant at the 5% significance. Thus, the factors for the independent variable in the model with factors related to the dependent variable. Table 4: Multiple Variable Result Standardized Unstandardized Coefficients Coefficients Model B Std. Error Beta t Sig. 1 (Constant) USEFULL Subject Cognit Environ R 2 / Adjusted R 2.38/.37 F/Sig /0.00 From the table 4shows total 04 factors that affect the Willingness to use metro of Hanoi people are included in the regression model, all four factors have impacted on Willingness to use metro of Hanoi people: Awareness the usefulness, (Beta =.181), Subjective norm (Beta =.258), Cognitive behavioral (Beta =.147) and Environmental awareness (Beta =.176) with the P value significant at <0.05 level. The regression equation for model as flow: Willing = USEFULL +.258Subject Cognit+.176Environ + є The regression equation shows that four factors in the model are positive influence on Willingness to use metro of Hanoi people. And the degree in order from high to low as follows: 1) Subjective norm (Beta =.258); (2 Awareness the usefulness, (Beta =.181) 3) Environmental awareness (Beta =.176) and 4) Cognitive behavioral (Beta =.147). This means, in the context of other factors constant, then when factors Subjective norm improved by 1 unit, the Willingness to use metro of Hanoi people level will increase units; when factor Awareness the usefulness improved by 1 unit, the Willingness to use metro of Hanoi people level will increase.181 units. When Environmental awareness improved by 1 unit, the Willingness to use metro of Hanoi people level will increase.176 units and Cognitive behavioral improved by 1 unit the Willingness to use metro of Hanoi people level will increase.147). So this study indicates that hypothesis H1; H2; H3 and H4 are supported by the model 5. Conclusions and Recommendations This study is carried out with the objective of modeling the factors affecting the intention to use the Metro of people in the Hanoi city and the impact of these factors on Willingness to use Metro of Hanoi people. This study indicates that hypothesis H1; H2; H3 and H4 are supported by the mode. 7

8 Research methodology of the research is to use the theory from the previous studies in the world on the role of the intention to act and the factors affecting the intention. The contribution of this research is combined with theories from previous studies, researchers had to build models and test the practicality model in Hanoi. Through factor analysis methods, researchers have formed four groups of factors that affect the intention to use Metro of Hanoi people; Recognizing the usefulness of Metro, Cognitive behavioral control, subjective Standards and Environmental Awareness. Based on the findings, several measures proposed to improve the system intends to use Metro of Hanoi people. Firstly, for the awareness factor of Metro useful, research results show that factors in time "to save time" and "time autonomy" with the highest level of influence. Therefore, the proposed recommendations for the Management Board of urban railway is need to address the time factor of Metro users. Planning at the station should be open and fair, avoid waiting, jams up and down the vehicle. In addition, regular information and updates on the schedule, the travel time of each Metro line on the mass media to help people can control and autonomy in terms of time when using the Metro. Research shows that ticket prices are also factors of importance to the intention of the people to use Metro. Need to build a reasonable price mechanism, based on studies of the willingness to pay of people to be able to just offset the operating costs, has attracted many people to use the Metro. In terms of convenience, the survey results in shows that people responded that the plan did not go through the Metro daily commute route. Realizing the Metro in the future will not meet all travel needs of most of the people, so the solution of transit capabilities between existing facilities is necessary. Public transport planning should propose to restructure the feeder buses to Metro stations to increase convenience for those migration route is inconsistent with Metro. In addition, the need to build a park for personal vehicles in several major stations or stations start going into the downtown area. So, will reduce traffic congestion in the downtown area. Solution "Park and Ride" (parking and travel) are quite common in developed countries on public transport. In addition to increased convenience, the study suggested considering using electronic tickets instead of paper tickets for Metro bus today. Authors observed when using the Metro in Singapore showed that passes Metro has incorporated many features, has to pay when buying, just to take the bus. The advantage of this electronic card helps avoid losses fares, convenient to use and synthesize information on the migration route, travel time of users. This source of information is essential for the study of trends and needs of the people using the Metro in the future. Finally, the planning should consider the commercial center, entertainment around the main station for added convenience and attract people to use the Metro. Second, to factor environmental awareness, research results show that when people are aware of the environment they intend to use the Metro High. Municipal governments should develop programs propaganda aimed to raise awareness about the environment, for all classes of people. 8

9 Third, to the subjective factors Standards, the results showed Effect of friends have the greatest impact. Thus, the need to develop advocacy programs using Metro in schools, offices etc.. There are so, thanks to the influence of peers, colleagues will be more individuals intending to use Metro. Fourth, to factor in the attractiveness of private vehicles, elements' autonomy in terms of time, "the most important role. Hanoi people accustomed to use motorcycles, they can predict your travel time. The solution here is how to increase the autonomy of the Metro it's high time to encourage people to use the Metro. Solutions to limit the attractiveness of private vehicles should only apply when the public transport system development and have the ability to meet the travel needs of the people. However, the city government may have limited solutions personal means into the downtown area during peak hours. If you want to go into the downtown area during peak hours, vehicle owners pay higher fees or switching to Metro. Beside there are research limitations should be discussed as flowing; First, the sample size in the study, only 237, it is also less than a quantitative study. Because respondents who are knowledgeable about the Metro should study not be subject to diversify research, mainly focused on students - students and office staff. Second, intending to use is influenced by many factors, but only focus on the subject four groups of factors are Awareness the usefulness, Environmental awareness, Cognitive behavioral and Subjective norm. Results model explains only 37% intend to use. Third limitations is data analysis methods, research tools using multivariate regression analysis to determine the relationship between the independent variables and the dependent variable. However, this analysis does not show that the relationship between the independent variables together. References Ajzen, I. (1991), The Theory of Planned Behaviour, Organization Behaviour and Human Decision Processes, No. 50, pp Ajzen, I. (2002). Perceived behavioral control, self efficacy, locus of control, and the theory of planned behavior. Journal of applied social psychology, 32(4), Ajzen, I., &Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888. Bollen, K. A. (1989). A new incremental fit index for general structural equation models. Sociological Methods & Research, 17(3), Chen, C. F., & Chao, W. H. (2011). Habitual or reasoned? Using the theory of planned behavior, technology acceptance model, and habit to examine switching intentions toward public transit. Transportation Research Part F: Traffic Psychology and Behaviour, 14(2), Heath, Y., & Gifford, R. (2002). Extending the theory of planned behavior: Predicting the use of public transportation. Journal of Applied Social Psychology, 32(10), Heath, Y., & Gifford, R. (2002). Extending the theory of planned behavior: Predicting the use of public transportation. Journal of Applied Social Psychology, 32(10), Joewono, T. B., Susilo, Y., &Santosa, W. (2009). Understanding Travel Behavior of Public Transportation User in Indonesian Metropolitan Area. In The 11th International Conference on Advance Systems for Public Transport. Julander, C. R., &Söderlund, M. (2003). Effects of switching barriers on satisfaction, repurchase intentions and attitudinal loyalty. SSE/EFI Working Paper Series in Business Administration, 1,

10 Nordlund, A. M., &Garvill, J. (2003). Effects of values, problem awareness, and personal norm on willingness to reduce personal car use. Journal of environmental psychology, 23(4), Nunnally, J. C. (1994). Bernstein. IH (1994). Psychometric theory, 3. Sheppard, B. H., Hartwick, J., &Warshaw, P. R. (1988). The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research. Journal of consumer research, 15(3), Shyr, O. F., Hsiao, Y. H., &Andersson, D. E. (2010). How to win passengers and influence motorists? Lessons learned from a comparative study of global transit systems. World Academy of Science, Engineering and Technology, 68(8), Teo, T., Wong, S. L., & Chai, C. S. (2008). A cross-cultural examination of the intention to use technology between Singaporean and Malaysian pre-service teachers: an application of the Technology Acceptance Model (TAM). Journal of Educational Technology & Society, 11(4),