How does the media influence Korean travelers’ intention to use hyperloop trains?

Abstract

Hyperloop is recognized as a pioneering and innovative mode of transportation capable of carrying passengers and goods between cities. Using an extended model of goal-directed behavior, this study focuses on examining the impact of media coverage, safety perception, and novelty seeking on the individual decision-making process to undertake Hyperloop travel mode. The research model is tested using data obtained from 406 potential travelers. Results show that media coverage can positively affect Korean travelers’ safety perception, novelty seeking, attitude, subjective norm, positive emotion, and desire to use Hyperloop trains. Results also indicate that safety perception and desire have positive effects on behavioral intention to use Hyperloop trains. Hyperloop companies can benefit from the power of media to stimulate traveler’s intention to use this new and promising mode of traveling.