Determining the role of self-efficacy in sustained behavior change: An empirical study on intention to use community-based electric ride-sharing
研究整合计划行为理论、技术接受模型和目标框架理论，基于曼谷社区电动共享出行服务用户数据，发现出行自我效能通过引导用户追求享乐和规范目标，促进持续使用行为，但用户付费意愿显著下降。
This study aims to explore the role of travel-related self-efficacy in sustained behavior change. Community-based electric ride-sharing as a pilot project has been introduced to reduce residents’ reliance on private cars in Bangkok, Thailand. This study integrated the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM), and goal-framing theory to explain the cognitive process from intending a trial ride to sustaining behavioral change to substitute present travel modes. A sample of 101 valid responses was collected from the service users. The findings show a pivotal role of travel-related self-efficacy in encouraging users to keep using the promoted service by finding eudaimonic and normative goals during the intervention. Multi-group analysis was further applied to examine the moderating roles of transport mode preferences on hypothesized relationships. Pilot service users showed overall high self-efficacy associated with community-based mobility, and the stated self-efficacy was positively related to the intention to sustain behavior change. However, a drastic decrease was shown in user intention to pay for the service. Additional evidence was given to inform the importance of an affordable mobility service to secure residents’ self-efficacy in daily transport. Based on research findings, this study provides recommendations on practical applications and future research directions.