Banjannasin is a city crossed by several rivers. It makes the river transport becomes one of alternative transportations. In the development, the interest in the river transport is decreasing. One of the reasons is due to the influence of lifestyle that is the changing attitudes toward the river transport. This research is intended to obtain what kind of lifestyle affecting the interests in river transport. The analysis used two models of Partial Least Squares (PLS) approach; they are Second Order Confinnatmy Factor Analysis and Full Latent Variable Model. The river transports which become the objects of the research are the existing river transport and planned river transport suited to the will of the users. The results of the analysis obtained that the trip maker in addressing both the existing and planned river transports are influenced by the prestige, reputation, arrogance, skepticism and social status as well as the influence from their relatives and from the environment of the trip makers. There is a shift to a more supportive attitude towards the planned river transport. Key words: River, transport, lifestyle, PLS, shift