Developing a Structural Equation Model of Drivers' Preference on Route Diagrams of Variable Message Sign

VMS(Variable Message Sign) helps drivers to choose their path to destinations on roadways. Some types of VMS often provide traffic information with clearly visible and comprehensible graphical route diagrams. Currently many diagramed types of VMS are installed on urban arterial and highways. This type of VMS surely enhances drivers` ability to comprehend traffic route information while they are driving on the roadway. Nevertheless, some of them are presented with so much information and design elements and they sometimes lead to decline of drivers` comprehensible level for traffic information. Drivers would fail to decide their preferable route in this state of information overflow. The purpose of this paper is to develop a drivers preference model for effective design principle including size and height of displaying font, and the amount of information in the route diagram considering driving speed, sex and age of the driver. This model is developed using structural equation modeling techniques. This model considers driver`s emotional factor and, human factor and design component of route diagram. To collect data, we built driving simulator which is able to replicate real driving condition. 72 people who participated in the simulation were selected considering gender and age. The developed model showed that the amount of information, and visibility are more influential factors to the drivers` preference of the route diagram on VMS than design elements such as the shape and the font of the diagram.