Purpose

This paper aims to inform the promotion of sustainable modes of transport. For this purpose, it deploys a means-ends framework as a type of second-order cybernetics and uses it to explore cognitive transport mode choice structures.

Design/methodology/approach

The empirical study relies on a purposive sample and a qualitative research methodology known as laddering. It is aimed at the identification and comparative analysis of the cognitive means-ends structures of transport users.

Findings

The results reveal more positive and complex associations for the car than for public transport. Two main positive means-ends structures are identified for public transport, one related with the relaxation and the other with doing useful things while travelling. Dominant positive structures for the car are related with self-confidence, satisfaction and personal freedom. Negative means-ends structures in addition reveal important justifications and rationalizations for car use.

Practical implications

Based on the identified distinct means-ends elements and structures, this study holds important implications for developing a communications strategy and policy interventions seeking to promote public transport.

Originality/value

Means-ends theory is proposed as an integrative cybernetic framework for the study of stakeholders’ (customers’) mental models. The empirical study is the first to concurrently and comparatively examine positive and negative means-ends chains for the car and for the public transport modes.

中文翻译：

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理解认知运输模式选择结构：作为一种二阶控制论的手段-目的链

目的

本文旨在为促进可持续交通方式提供信息。为此，它部署了一个手段-目的框架作为一种二阶控制论，并用它来探索认知交通模式选择结构。

设计/方法/方法

实证研究依赖于有目的的样本和称为阶梯的定性研究方法。它旨在识别和比较分析交通使用者的认知手段-目的结构。

发现

结果显示，与公共交通相比，汽车具有更多积极和复杂的关联。公共交通有两种主要的积极手段-目的结构，一种与放松有关，另一种与旅行时做有用的事情有关。汽车的主要积极结构与自信、满足感和个人自由有关。消极的手段-目的结构还揭示了汽车使用的重要理由和合理化。

实际影响

基于确定的不同手段-目的要素和结构，本研究对制定旨在促进公共交通的传播战略和政策干预措施具有重要意义。

原创性/价值

手段-目的理论被提出作为研究利益相关者（客户）心理模型的综合控制论框架。实证研究是第一个同时比较研究汽车和公共交通方式的积极和消极手段-目的链的研究。