Perceived Safety Risk and Information Search Behaviour for Rapid Transit Travel : A Descriptive and Explanatory Case Study of Stockholm’s Rapid Transit System

Sammanfattning: By using perceived risk theory to research consumers' feeling of safety in rapid transit, this study brings insight to the limited research area of consumer perceived risk of travelling by rapid transit in the context of unsafe and unpleasant incidents and its effect on consumer search behaviour. The existing models of risk induced information behaviour are mostly relevant for complex decisions. Hence when considering the service characteristics of rapid transit, the established literature is limited which makes it difficult when predicting search behaviour outcomes. From a practical essence, one identified barrier that limits the full potential usage of rapid transit is consumers perceived risk. Problem oriented policies have been implemented to address these issues. However, these initiatives need to be assessed in conjunction with understanding consumer behaviour and risk. Formed by the experiential nature of service, consumers want to reduce risk by processing information. Thus, the purpose of the research is to gain a better understanding of the perceived risk of rapid transit travel with regards to personal safety and exploring its effect on consumer information search behaviour. To address the purpose, the following research questions were stated and tested through hypothesis. RQ1 How do consumers view the perceived risk of rapid transit with regards to unsafe and unpleasant events? RQ2 How does the perceived risk of rapid transit with regards to personal safety, affect consumer search behaviours? By conducting extensive literature search, a theoretical framework could be concluded. Consisting of theories and models from the marketing literature with emphasis towards consumer behaviour and perceived risk. Empirical data was gathered and tested against the theoretical basis using a quantitative method of questionnaire survey and yielded 117 respondents. The empirical data was analysed using multivariate methods where the results were compared against the literature. The study can conclude that established theories and models can partially be used to understand perceived risk and information search behaviour in the context of rapid transit. The concluded results suggest safety as an important buying goal when selecting transportation mode. Although a perception of risk is present when travelling by rapid transit. The perceived risk can also be concluded to affect information search behaviour. Where increased perceived risk also increases information search. The information search can both be through active and passive information acquisition. Where passive search is deemed as the dominant search behaviour. This could partially be explained through rapid transits purchase characteristics of being habitual buying, with an iterative process of passive absorption. Lastly, natural dominant channels are considered most useful to acquire information and past experience the single most useful source. Moreover, the theoretical implications are significant in the view of understanding consumers' search behaviour when dealing with perceived risk of travelling by rapid transit. In a practical sense the implications are significant when considering the importance of understanding perceived risk in conjunction with consumer search behaviour when implementing strategies. Further research, however, is needed to understand perceived risks underlying relations to consumer search behaviour when dealing with habitual buying behaviour and unique service environments.