Hamed Omrani - Ph.D, Road Management and Transportation Organization,Tehran,Iran
Amir Reza Mamdoohi - Associate professor, Tarbiat Modares University, Tehran, Iran
Seyed Ehsan Jafarinasab - Ph.D student, Iran university of science and Technology,Tehran, Iran

Since shopping trips constitute the majority of non-mandatory trips in Tehran and purchasingclothing items is the main purpose of such trips, travel behavior with regard to shoppingcenters should be investigated. A limited number of past studies have considered tasteheterogeneity in clothing shopping trips. This research contributes to the literature byinvestigating the role of socio-economic, built-environment, lifestyle, attitude, andbehavioral factors on taste variation in mode choice in clothing shopping trips. The resultsare based on a total of ۳۹۱ questionnaires distributed among customers in four clothingshopping centers in Tehran during May ۲۰۱۶. In the first step, principal components analysisis employed to identify latent variables such as safety, convenience, and flexibility. A mixedlogit model is carried out due to its ability to test heterogeneity among individuals anddetermine its possible sources. The modeling results indicate that several socio-economic,travel mode attributes and attitude factors have a significant effect on mode choice in clothingshopping trips. On the other hand, travel time and male gender in the bus mode areheterogeneous variables among the parameters with random normal distribution coefficientsin clothing shopping trips. Moreover, the results of the random coefficient analysis indicatethat individuals with recreational-oriented shopping attitudes are the main source ofheterogeneity in mode choice in clothing shopping trips. The findings suggest that promotingpolicies such as parking management, especially in central business districts, and developingpublic transit stations based on Transit Oriented Development increase the likelihood ofpublic use.

Attitude, lifestyle, built- environment, behavioral, Mode Choice, clothing