Analyzing the deviation between bus behavioral intention and actual behavior: a case study in Suzhou, China

Bus priority is critical for promoting sustainable transportation and carbon neutrality. However, a discrepancy between behavioral intention and actual behavior might hinder the effectiveness of bus service improvement strategies. To assure high behavioral intention and consistent travel behavior, this study analyzes the factors that influence these features across different traveler groups. This study divides travelers into four categories depending on their intention and behavior. MIMIC models are designed to investigate factors that influence intention. Furthermore, the study examines factors impacting travel frequency among those with high and low intention. The findings show that 45.6% of travelers have inconsistent intention and behavior. While bus departure frequency affects all travelers, other aspects differ. Timeliness is a critical component in increasing travel frequency among high-intention travelers, while bus service reliability is the primary factor influencing low-intention travelers. These findings provide specific suggestions for different groups to assure bus ridership.