Abstract:This work studies the driver response to variable message signs (VMS) based on the structural equation model. First, this study analyzes drivers’ travel habits and the reliability of VMSs. Then, the technology acceptance model is introduced to test the measurement model with two evaluation indexes of reliability and validity. 347 questionnaires are collected to form the dataset for the hypothetical testing of the proposed model. The results show that information reliability has a significantly positive impact on perceived usefulness and perceived ease of use, and the impact on the latter is greater than that on the former, while travel habits have no significant impact on perceived usefulness. Perceived usefulness and perceived ease of use have a significant positive impact on drivers’ behavior intention. This study can provide a theoretical basis and technical support for the traffic management department to scientifically release VMS information.