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Abstract In light of theory of planned behavior (TPB), the study explores the factors influencing the willingness to take highspeed rail (HSR) with the addition of three constructsnovelty seeking, trust and past behavior and develops a model to investigate potential travelers’ HSR usage intention. 329 sample data including college students and workers are empirically tested by applying structural equation model and multiple group analysis is conducted with vocation as a moderator variable. Results indicate that attitude, subjective norm and perceived behavior control have direct positive effects on the intention of taking HSR, of which attitude plays the most significant role, followed closely by subjective norm. Furthermore, novelty seeking and trust, as well as past behavior also have indirect and direct positive effects on HSR usage intention, respectively. In addition, there exists some difference in effects induced by vocation variable between various sample groups. On the basis of research findings, several management suggestions are derived.
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Received: 14 December 2012
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2014, Vol. 11 
