What Motivates Drivers to Comply with Speed Guidance Information at Signalized Intersections?

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This study explored the intrinsic motivation of drivers most likely to accept guidance information at signalized intersections by using a mixed model approach. The proposed approach contains a multiple-indicator multiple-cause model (MIMIC) with a latent class analysis (LCA). The MIMIC model was used to quantify intrinsic motivations according to individual heterogeneity. From a group similarity perspective, the LCA was employed for the latent classification of drivers. The features and possibility of accepting guidance information of each class were also analyzed according to the intrinsic motivation of drivers. Data were collected from the stated preference online surveys, in which the questionnaire was designed according to the diffusion of innovation, in 2015 and 2019 in China. Four subjective perceptions of drivers were identified: the perception of innovating guidance information, the perception of convenience regarding guidance information transmission, the perception of surrounding complexity, and the individual innovation. The estimation results show that age, driving experience, education levels, and familiarity with road network are significant factors of compliance behavior. The proportion of conservatives gradually decreased from 2015 to 2019, while the proportion of early followers and late followers increased through market penetration, familiarity with the Internet of vehicles, and social networks in the same period. This prevalence demonstrates that guidance information at signalized intersections is gradually becoming acceptable in China.