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Does your attitude change after exposure? Evidence from a pilot with e-bikes at TU Delft
30 October 2019
Danique Ton
Dorine Duives
Kees van Goeverden
Cathelijn Dijk-Koekkoek
Serge Hoogendoorn
Why the pilot?
• Vision Mobility and Accessibility of TU Delft
• Sustainable and CO2 neutral
• 10% reduction of car use in favor of bicycle and public transport in 2025
• Pilot: Travel to campus the other way
• Goal: investigate to what extent current car users are willing to shift to more sustainable
modes of transport
2
The other way?
3
E-bike Public Transport Working at home
- 8 weeks test period
- Minimum use per week/block
Why this research?
• Attitudes and behaviour
• Ajzen (1991) attitudes influence behaviour
• Kroesen et al. (2017) behaviour also influences attitudes
• Research Question
• Does your attitude towards a mode change after exposure?
• Research goal
• Investigate changes in attitudes of current car commuters after testing the e-bike
4
Attitude
Behaviour
Who participates in the pilot?
5
Employee/Student @ TU Delft
Bicycle / Public Transport / Walking CarMost used
commuting mode
Participates
in the pilotWilling to
change
Car
loving
Participants are:
- More likely employee
- More likely over 25 years
- Less likely living in Delft
How to measure attitudes?
• Likert scale questions
• Using an e-bike is:
• Comfortable
• Relaxing
• Time saving
• Safe
• Flexible
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• Fun
• Prestigious
• Healthy
• Cost saving
Research methodology
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E-bike testers
Non e-bike testers
Attitude towards
e-bike
Attitude towards
e-bike
Attitude towards
e-bike
Attitude towards
e-bike
H1
H4
H2
H3
Survey 1 Survey 2
Time
Hypotheses
1. e-bike testers = non e-bike testers before the pilot
2. e-bike testers > non e-bike testers after the pilot
3. e-bike testers after > e-bike testers before
4. non e–bike testers after = non e-bike tester before
8
Sample
9
Block 1 (March – May) Block 2 (May – July) Block 3 (Sept – Oct) Block 4 (Oct – Dec)
No. of e-bikers 99 100 101 100
No before survey
on attitudes
In before survey only
e-bike or bike
Only 30 participants that
answered both before and after
for e-bike
Preliminary research!
More data coming in later
Average attitudes
10
1
1,5
2
2,5
3
3,5
4
4,5
5
Comfort Relax Time saving Safe Flexible Fun Prestigious Healthy Cost saving
E-bike testers (before) Non e-bike testers (before) E-bike testers (after) Non e-bike testers (after)
Positiv
eN
egative
Hypothesis 1: E-bike = non e-bike before pilot
• Independent Samples t-test
• The attitudes are statistically similar before the pilot
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Hypothesis 2: E-bike > non e-bike after pilot
• Independent Samples t-test
• Attitudes on relaxing, flexibility, and fun are more positive among e-bike testers
• Safety is exception!12
Hypothesis 3: e-bike after > e-bike before
• Repeated Measures General Linear Model
• Attitudes on comfort, relaxing, time saving, safety, and fun are more positive
13
Hypothesis 4: non e-bike before = non e-bike after
• Repeated Measures General Linear Model
• Non e-bikers have statistically similar attitudes before and after
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Conclusions
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E-bike testers
Non e-bike testers
Attitude
Attitude
Attitude
Attitude
+ Relaxing, Flexibility, Fun
- Safety
+
Survey 1 Survey 2
Time
=
=
Comfort,
Relaxing,
Time saving,
Safety,
Fun
What’s next?
• Add data of participants Block 3 and Block 4
• Expand the sample
• Add data of survey 3
• Does the effect reverse or does it stay?
• Do they actually change their behaviour afterwards?
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Survey 1 Survey 2
Time
Survey 3
Attitude
Behaviour
N = 30 N = 231
Thank you! Questions?
Danique Ton
Dorine Duives
Kees van Goeverden
Cathelijn Dijk-Koekkoek
Serge Hoogendoorn
