Online information-sharing: A qualitative analysis of community, trust and social influence amongst commuter cyclists in the UK

Research into the use and behavioural effects of travel information has concentrated on top-down information from transport providers, but little is known about the role of informal information, shared through word-of-mouth, in everyday travel behaviour. Social interactions about travel may exert not only an informational influence, whereby beliefs are updated based on the experience of other individuals, but also a more subtle normative influence: conveying information about norms of behaviour within a particular social milieu. This research aimed to explore, using a qualitative approach, the social processes which occurred when a group of 23 commuter cyclists interacted with one another through a specially designed, map-based website over six weeks, sharing their routes and other cycling-related information. Methods comprised observation of website interactions, participant questionnaires and semi-structured interviews; the analysis drew on the theory of normative and informational social influence, and self-categorisation theory. It was found that the process of sharing information could perform not only a functional role in diffusing instrumental travel information, but also a social one whereby perceived in-group membership and high levels of trust reinforced positive views of cycling as a commuter mode. Both roles were found to offer particular encouragement to those who were new to cycling or new to a particular workplace. This suggests that ‘user-generated’ information may hold potential as one of the tools for promoting sustainable travel within a group setting such as the workplace.

► Word-of-mouth interactions about travel convey normative as well as ‘factual’ information.
► We observe information-sharing amongst cyclists on a real-world, map-based website.
► We find that that information-sharing strengthens in-group identity and trust.
► Social influence occurs and positive views of commuter cycling are reinforced.
► Online, user-generated information offers a tool for encouraging sustainable commuter travel.