Decision-Making Behavior in Choosing School Transportation Services for Children

The objective of this research is to examine the decisionmaking behavior of parents in choosing school transportation for their children and allocating new school transportation routes. The data is collected through online surveys using Google Forms in today's Thai society. Parents commonly opt to transport their children to school using private vehicles, leading to traffic congestion and air pollution. The study identifies various factors influencing parents' transportation mode choices for their children, such as parents' occupations, distance between home and school, transportation expenses, and students' ages. The researcher analyzes the collected data using structural equation modeling (SEM) to understand its core components, which affect parents' decisions regarding school transportation and route allocation of new bus routes to reduce traffic congestion and air pollution.