Effects of Attitudes and Socioeconomic and Travel Characteristics on Stated Route Diversion

At present, the application of the variable message sign (VMS) is considered an undeniably practical tool for providing travel information to motorists. Several studies have attempted to examine the effects of socioeconomic and travel characteristics on diversion behavior; however, the direct investigation of the extent of motorists’ attitudes, in conjunction with the aforementioned variables, has not been given much attention. Therefore, the primary objective of the present study is to gain a better understanding of the interrelationships between the likelihood of route diversion, attitudinal variables, and several exogenous factors such as motorists’ socioeconomic status and travel habits. In this study, a structural equation model is developed based on empirical data on road users in Bangkok, Thailand. Derived from factor analysis, three attitudinal variables, namely, awareness of the VMS, VMS comprehension, and perceived VMS usefulness, are extracted and incorporated into the structural equation modeling framework. Modeling results suggest a direct relationship between stated route diversion and two of the attitudinal variables, that is, VMS comprehension and perceived usefulness of the VMS; the awareness of VMS is not found to be a direct determinant of the decision to divert a route. Exogenous variables that appear to be of statistical significance include education, gender, age, daily mileage, and trip purpose. Unlike those in past studies, none of the socioeconomic variables in this study appears to directly influence plans to divert a route. The model estimation results are discussed and practical implications are provided.