The influence of YouTube content on travelers’ intentions to use Hyperloop trains: Using trust transfer theory

초록

Although Hyperloop rail, a revolutionary mode of intercity passenger transport, has received considerable attention on YouTube, little is known about the extent to which potential travelers trust both YouTube content and the proposed Hyperloop transit service. The purpose of this study is to examine the effect of YouTube coverage on trust in, attitude toward, and risk perception of Hyperloop travel. Guided by the trust transfer theory, the study explores how trust transference leads to travel intention. With a total of 760 respondents taking part in a video experiment, the results show that trust successfully transfers from YouTube coverage to Hyperloop transit systems and subsequently influences the intentions of viewers to use Hyperloop trains. Although attitude is also reported to affect intention directly and positively, perceived risk has no such direct effect on intention. The study's findings reveal that attitude mediates the affiliation between YouTube coverage, Trust in YouTube content, perceived risk, and intention. This research has theoretical and practical implications for academics and practitioners involved in the development of Hyperloop transit systems. © 2022 Hong Kong Society for Transportation Studies

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