Online information-sharing: A qualitative analysis of community,trust and social influence amongst commuter cyclists in the UK |
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| Institution: | 1. School of Software, Dalian University of Technology, Dalian 116620, China;2. Department of Computer Science, Missouri University of Science and Technology, Rolla, MO, USA;1. Delft University of Technology, Transport and Logistics Group, Faculty of Technology, Policy and Management, Jaffalaan 5, 2628BX Delft, The Netherlands;2. Institute for Transport Studies, University of Leeds, 36-40 University Road, LS2 9JT Leeds, UK;3. Eindhoven University of Technology, Urban Planning Group, Faculty of Architecture and the Built Environment, P.O. Box 513, 5600 MB Eindhoven, The Netherlands;1. Department of Personality, Evaluation and Psychological Treatment, Faculty of Psychology, University of Valencia, Valencia 46022, Spain;2. Research Institute on Traffic and Road Safety (INTRAS), University of Valencia, Valencia 46022, Spain;3. Laboratory for Experimental Psychopathology, UCLouvain, Place Cardinal Mercier, 10, B-1348 Louvain-la-Neuve, Belgium;4. Human Physiology and Sports Physiotherapy Research Group, Vrije Universiteit Brussel, Pleinlaan 2, B-1050 Brussels, Belgium;5. Department of Technology, ESIC Business and Marketing School, Madrid, Spain;6. Mobility, Logistics and Automotive Technology Research Centre (MOBI), Vrije Universiteit Brussel, Pleinlaan 2, B-1050 Brussels, Belgium;1. Department of Psychology, The University of Bath, Claverton Down, Bath BA2 7AY, United Kingdom;2. Welsh School of Architecture, Cardiff University, Bute Building, King Edward VII Ave, Cardiff CF10 3NB, United Kingdom |
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| Abstract: | Research into the use and behavioural effects of travel information has concentrated on top-down information from transport providers, but little is known about the role of informal information, shared through word-of-mouth, in everyday travel behaviour. Social interactions about travel may exert not only an informational influence, whereby beliefs are updated based on the experience of other individuals, but also a more subtle normative influence: conveying information about norms of behaviour within a particular social milieu. This research aimed to explore, using a qualitative approach, the social processes which occurred when a group of 23 commuter cyclists interacted with one another through a specially designed, map-based website over six weeks, sharing their routes and other cycling-related information. Methods comprised observation of website interactions, participant questionnaires and semi-structured interviews; the analysis drew on the theory of normative and informational social influence, and self-categorisation theory. It was found that the process of sharing information could perform not only a functional role in diffusing instrumental travel information, but also a social one whereby perceived in-group membership and high levels of trust reinforced positive views of cycling as a commuter mode. Both roles were found to offer particular encouragement to those who were new to cycling or new to a particular workplace. This suggests that ‘user-generated’ information may hold potential as one of the tools for promoting sustainable travel within a group setting such as the workplace. |
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