Abstract
In order to investigate the psychological factors of drink-driving behavior, this paper employed and compared the theory of planned behavior (TPB) and the extended theory of planned behavior (Ex-TPB) with regional cultural norm and moral norm. 327 respondents were required to complete the questionnaire and the resultant data were analyzed using the structure equation models based on TPB and Ex-TPB respectively. The result showed that the Ex-TPB was better than TPB in predicting drink-driving behavior. Behavioral intention and perceived behavioral control (PBC) were significantly correlated with the drink-driving behavior, and behavioral intention had the greatest influence on drink-driving behavior(r = 0.874, p <; 0.05). Attitude toward the behavior was the strongest predictor of behavioral intention (r = 0.538, p <; 0.05), and PBC ranked second (r = 0.306, p <; 0.05). The influence of regional cultural norm(r = 0.095, p <; 0.05) and moral norm(r = 0.084, p > 0.05) on behavioral intention were close to the subjective norm(r = 0.098, p <; 0.05). The findings will provide a reference for developing strategies to drink-driving prevention.
Published Version
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