Attapol Arunwuttipong, Parinton Jangtawee, Viwat Vchirawongkwin, Wiyong Kangwansupamonkon, Sanong Ekgasit, Kavin Asavanant
During the outbreak of COVID-19, customers are more concerned with cleanliness as the psychological link to the risk of disease transmission. As a result, demand for public transport has declined significantly over the world. The purpose of this study is to determine the factors that influenced public transport and a willingness to pay a premium for public transport using enhanced disinfection. The online survey was employed with convenient sampling to determine the influencing factor to use public transport and willingness to pay a premium. The findings indicated that attitudes toward cleanliness, subjective norms, perceived efficacy, and perceived usefulness have an effect on the intention to use public transportation. Female passengers may be willing to pay a significant premium, which can be marketable segments for public transit operators.