Understanding the behavioral intention of the rural population to use demand-responsive transport services

Global efforts to reduce carbon emissions include endeavors to raise the use of public transport means. In rural areas, this poses a distinctive challenge. Demand-responsive transport (DRT) services are a form of public transport that is regarded as a potential contribution to the required mobility behavior change. They mainly utilize small floor buses and require a pre-booking of each trip (via internet, app or telephone). Despite the growing number of active DRT services and trial operations, occupation numbers remain small. To understand this gap, this study investigates latent constructs that influence the behavioral intention of inhabitants living in rural regions to use DRT services. For this purpose, a questionnaire based on the Unified Theory of Acceptance and Use of Technology was adapted, tested independently through an exploratory factor analysis and distributed in Austria. The sample (n = 186) was subjected to a structural equation model. Results show that performance expectancy and attitude towards public transport have a significant impact on the behavioral intention of inhabitants to use DRT services in rural regions, whereas the attitude towards private cars was insignificant. Inter alia, we suggest concentrating on the determination of people's specific everyday mobility needs in rural areas, analyzing and optimizing the public transport offer as an interrelated system, and communicating its benefits more efficiently.