Abstract
This study investigates the psychological determinants of purchase intention and purchase behavior of flat rate pricing in public transportation. The motivation for this study is the lack of empirical research on the introduction of flat rate tariffs in public transport. We draw on a sample of 683 German individuals from a two-phase survey. The conceptualization is based on a theory of planned behavior (TPB) approach, which is well established to investigate the underlying causes of purchase decisions. Results especially show significant paths for the insurance and taximeter effects on purchase intention and purchase behavior. This research’s main contribution is the inclusion of flat rate effects in a TPB framework and results demonstrate that flat rate effects can be modeled as predictors of attitude and purchase intention. Results inform decision-making within the transportation sector to emphasize perceived positive effects and mitigate negative effects through effective product management and communication.
