Abstract: In order to enrich the variable relationship in the existing college students’ bus choice model, based on the planned behavior theory, the intermediary variables personal preference and experience regret were added to the theoretical framework of behavior intention determined by three variables: behavior attitude, subjective norms and perceived behavior control. The college students’ bus choice model considering 7 latent variables and 21 observation variables was established to reveal the interaction mechanism between latent variables after adding 2 new variables. Finally, the actual data of four universities in Taiyuan were used in the proposed model. The model calibration results show that behavior attitude has a negative impact on college students’ bus choice behavior, which is different from previous studies. Both personal preference and experience regret have a significant impact on intention and choice of bus travel, but contrary to the regret theory, the experience regret has a positive effect on bus selection.

Key words: traffic and transportation engineering; university students; theory of planned behavior; personal preference; experience regret; bus choice model

摘要： 为丰富已有的大学生公交选择模型中的变量关系，基于计划行为理论，在行为态度、主观规范及知觉行为控制3个变量决定行为意向的理论框架加入中介变量个人偏好和体验后悔，构建了考虑7个潜变量，21个观察变量的大学生公交选择模型，来揭示加入2个新变量后潜变量之间的互动机理，最后，以太原市4所高等院校的实际数据运用于模型中。模型标定结果显示：行为态度对大学生公交选择行为呈现了与以前研究不同的负向影响；个人偏好和体验后悔都对公交出行意向和公交选择出行具有显著影响，但与后悔理论相悖，体验后悔对公交选择有正向效应。

关键词: 交通运输工程;大学生；计划行为理论；个人偏好；体验后悔；公交选择模型