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Buses represent the main mode for intercity passenger transportation in China. In recent years, a multichannel ticketing strategy has been widely employed in the bus passenger transportation industry. However, the mechanisms and key drivers of the channels through which bus passengers purchase tickets are underexplored. Thus, the aim of this study is to empirically apply an integrated choice and latent variable (ICLV) approach to analyze ticketing channel choice behavior and the heterogeneous preferences of bus passengers. The variables incorporated in the model include the socioeconomic characteristics of passengers, trip attributes, and latent attitudes with 12 ordinal indicators. Based on the data of 1800 participants collected from the city of Beijing, China, this study develops a ticketing channel choice ICLV model merging a discrete choice model with a structural equation model. The key factors that affect the channel preference are further discussed through a comparison with a conventional multinomial logit (MNL) model. The results reveal that the three attitudinal variables have a significant influence on ticketing channel choice. Furthermore, this study indicates that perceptual differences exist due to various socioeconomic and trip characteristics. Personal privacy is a major obstacle that prevents passengers from choosing online channels, especially for older passengers and those with lower education. [ABSTRACT FROM AUTHOR]