Drivers’ Intention To Speed: A Study Inspired By The Theory Of Planned Behavior

Drivers’ speeding behavior is the most important reason of resulting in traffic accident, atpresent, most studies that have been done in domestic were focusing on analyzing the factors thataffect drivers’ speeding behavior, almost none of them is fact-finding research, what’s more,these researches lack of theoretical support. This study based on the theory of planned behavior,developing the questionnaire in order to explore the factor that influencing drivers’ speedingintention. This study issued a total of500questionnaires, the valid questionnaires are435, theinitial questionnaires are172, and the formal questionnaires are263.The purpose of this study is verifying and testing the theory of planned behavior, exploringwhich factors have significant effect on drivers’ intention to speed; secondly, except the threevariables of the theory of planned behavior, does the added variable-moral norm have asignificant effect on speeding intention; thirdly, based on the beliefs that extracted from drivers,exploring which beliefs have significant on drivers’ attitude, subjective norm and perceivedbehavioral control; last, exploring demography factors’ effect on driver’ speeding intention.The statistical analysis results from questionnaires as below:①The theory of planned behavior has an effective explanation on driver’speeding intention.Three variables of the theory can explain56%of the variation in intention, especially attitudeand subjective have significant effect on intention of drivers, however, perceived behavioralcontrol doesn’t have a significant effect on intention.②As the extra variable that moral norm has a significant effect on drivers’ speedingintention. After added the moral norm variable into the model, the model explains the variationin intention increased14%.③About the salient beliefs that extracted form drivers, some of them have significant ondrivers’ attitude and subjective norm, especially,4salient beliefs of attitude and3salient beliefsof subjective norm have significant on attitude and subjective norm, respectively.④Among the demography factors, the mileage of each year has a significant effect ondrivers’ speeding intention. Other demography factors including gender, age, driving-age, degree of education, having insurance or not, having accident experience or not don’t have significanteffect on drivers’ speeding behavior.