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Research Project Description |
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A Consumer Logistics Framework for Understanding Preferences for
High-Speed Rail Transportation Project Number: 2206
Principal
Investigator: Dr. Kenneth C. Gehrt, Professor of Marketing, SJSU. MTI Research Associate (RA) Email: gehrt@cob.sjsu.edu Institution: Telephone Number: Email Address: mti@mti.sjsu.edu Project Objective: The purpose of this study is to reach a fuller
understanding of the potential for High-Speed Rail (HSR) usage in the U.S.
There is currently a great deal of interest in developing HSR transportation
for the San Francisco-Los Angeles (SF-LA) corridor. The theoretical framework
of Consumer Logistics (CL) theory will be used to develop of a survey that
will inform efforts to develop and market HSR service for the SF-LA corridor.
The team members have successfully used CL to more fully understand the
choice between traditional, ATM, and online banking. Abstract:
CL theory will be used
to develop “consumer logistics sensitivity profiles” for 1) various
demographic groups, 2) differing proclivities toward various modes of
transportation (HSR, conventional rail, air, and auto), and 3) differing
usage intention levels for HSR. For intercity travel, a great deal of the
convenience phenomenon resides in the activities involving the location, storage, communication, transportation, and transaction
activities. CL applies aptly to these activities (Granzin and
Bahn 1989) and will be used to examine
U.S. (California) perceptions of HSR travel. Behavioral and perceptual data
will be collected to test a CL model of HSR usage intentions along
with usage of competing modes of transportation. Examination of the
structural models will inform the deployment of inter-city HSR service in the
U.S. Task Descriptions:
Review Literature to thoroughly 1) understand
the articulation of “consumer logistics theory” to the case of HSR usage and
2) understand research, and in particular consumer research, related to HSR
usage intention. Task Two: Facility
coordination, respondent screening and recruiting, pre-interview, interview,
and debriefing for interview. Task Three: Develop
questionnaire based on focus group interview results. Task Four: Pretest version
of questionnaire is administered on SJ-SF Caltrain route. This provides
insight regarding the questionnaire and the manner in which it is
administered. Task Five: Descriptive
statistics as means of identifying questionnaire inadequacies and exploratory
factor analysis for preliminary assessment of major constructs. Task Six: Administer
questionnaire. Will include services of graduate student Task Seven: Prepare
questionnaire results for analysis. Will include services of graduate
student. Task
Eight: Structural equation
modeling. Run disaggregation of data (per high/low frequency user and
transportation mode preference categories).
Task
Nine: Draft preparation
and review of manuscripts for MTI and journal publication. Project Dates: Task One: Literature Review May 2003 – August 2003 Task Two: Focus Group July 2003 – September 2003 Task Three: Questionnaire Development August 2003 – October 2003 Task Four: Pretest November 2003
Task Five: Pretest Data Analysis/ Questionnaire Revision December 2003 Task Six: Data Collection January 2004 – March 2004 Task Seven: Data Entry March 2004 - April 2004 Task Eight: Data Analysis and U.S. Japan Comparison April 2004 – June 2004 Task Nine: Prepare Final Report June 2004 – August 2004 Following submission of the draft final report, the
following actions will occur: Copyedit and preparation of Peer Review Draft Peer Review and Author’s Response Final Editing and Pre-Publication Printer’s Blueline Proof and Final Print The estimated time for these to occur will be no less than
two months. Final publication and Web posting: September 2004. Total Budget: $58,458 Yearly: $58,458
Principal Investigator: Dr. Kenneth C. Gehrt, Professor of
Marketing, SJSU. MTI Research Associate (RA) Dr. Mahesh Rajan, Asst. Professor of Marketing, SJSU. MTI
RA SJSU Graduate Student, TBD (Dr. Matthew O’Brien, Asst. Prof. Retail and
Consumer Sciences, Univ. Arizona, MTI RA, will be paid travel expenses for
one consulting meeting.) Technology Transfer Activities: Potential Benefits of the Project:
This study
incorporates CL theory in the context of channels research that hypothesizes
relationships between 1) performance of CL functions, 2) development of
consumer value (efficiency and effectiveness), and 3) satisfaction/usage
intention (with HSR transportation). The results will provide an
understanding of the differences underlying the convenience of HSR,
conventional rail, air, and auto transportation in the SF-LA corridor in
terms of a CL sensitivity profile. The results will show the manner and the
extent to which HSR is likely to lead to customer usage of inter-city
transportation and how HSR line managers, by enhancing their CL capabilities,
can enhance patronage of HSR transportation between SF-LA. Key Words: High-Speed Rail, Transportation Research,
Highways, Land use |
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