Behavioral determinants of public transportation usage intention: evidence for policy intervention in urban Ipoh.

The persistent underutilization of public transportation in urban areas signals a need to move beyond infrastructure-centric solutions and understand the behavioral drivers of mode choice. This study investigates the determinants of public transportation usage intention in Urban Ipoh, Malaysia, by examining the direct and mediated influences of perceived service quality, cost and fare structure, safety and security, and awareness and information. Grounded in the Theory of Planned Behavior, the research proposes social influence as a critical mediator. Using a quantitative survey methodology, data from residents confirm that intention is shaped by a combination of practical service attributes and psychosocial factors. The findings reveal that social influence is the most powerful factor, acting both as a direct determinant and as the primary channel through which other service attributes indirectly affect intention. While service quality and safety perceptions have significant direct effects, the impact of fare structures and information availability is fully mediated through social and safety perceptions. This underscores that travel choices are deeply social processes. Consequently, effective policy requires an integrated approach that pairs tangible service improvements with strategies to cultivate positive social norms, ensuring that public transportation systems are not only operationally sound but also socially resonant and psychologically accessible.