Behavioral Factor Analysis of Road Pricing Measures Acceptance in Chiang Mai Urban Area

Abstract

Socio–economic growth in Chiang Mai province can affect the development of trade, land use, commerce and household. Also, it can increase the number of trips to the Central Business District (CBD) area and cause traffic congestion in the inner area of Chiang Mai city. Previous studies present an effective policies such as toll road, and Area Pricing in Singapore and London. However, the implementation of those schemes seems to be difficult and needed the acceptance of road users in other cities. Therefore, this research aims to analyze factors influencing the acceptance of Pricing Scheme in Chiang Mai province. Interviewed motorcycle and private car users are collected by 120 examples randomly. Then, various factors related to the Area Pricing Scheme are analyzed using Exploratory Factor Analysis technique. The analysis results indicate that the sets of variables such as awareness of consequences, anticipated emotion, subjective norm and past behavior can significant the acceptability of Area Pricing Scheme in Chiang Mai.