Abstract
This paper identifies salient beliefs that influence e-bike couriers’ traffic violation behavior based on the theory of planned behavior (TPB). Two surveys were conducted in Nanjing, China, in 2018. The first survey extracted the key psychological beliefs, which were used to design a questionnaire. The second survey assessed TPB components and reported e-bike couriers’ traffic violation behavior. A structural equation model was adopted to analyze the data. The results revealed that attitudes, descriptive norms, and perceived behavioral control explained 55.7% of the variance in intention to perform traffic violation behavior, and intentions together with perceived behavior control accounted for 28.5% of the variance in self-reported violation riding behavior. All of the belief composites had strong direct impacts on their respective TPB constructs. Salient beliefs were applied to develop effective intervention strategies. Age, education level, whether one possessed a driver’s license, and past traffic violation behaviors had significant effects on belief composites and behavior. The quantitative analysis results obtained in the study can provide theoretical support for designing more effective interventions for reducing the traffic violation rate of e-bike couriers.
Highlights
With the rapid development of e-commerce and the logistics industry, demand in the logistics market is dramatically increasing
A large number of empirical studies have confirmed that traffic psychology factors are effective predictors of violation behaviors, and in-depth study of the cause-and-effect relationship between psychological factors and violation behaviors can provide a theoretical foundation for the design of interventions. [5,6,7,8]
Semantic differential scales were applied to evaluate the constructs of the theory of planned behavior (TPB), including attitude, injunctive norms, descriptive norms, perceived behavioral control, behavioral intention, and traffic violation behavior
Summary
With the rapid development of e-commerce and the logistics industry, demand in the logistics market is dramatically increasing. Basic TPB constructs, including attitude, subjective norm, and perceived control, could usually explain 0.10–0.55 of the variance of intention. Few studies have investigated the psychological factors of e-bike couriers’ traffic violation behavior To fill these gaps, in this paper, we predict and explain e-bike couriers’ self-reported traffic violation behavior with the standard TPB. We investigate whether demographic variables directly affect traffic violation behavior and examine the relationship between personal characteristics and various constructs of beliefs. (1) e constructs of the TPB measured in advance predict the self-reported traffic violation behavior over the following week (2) e relations between salient beliefs regarding traffic violation behavior and the constructs of the TPB are significant (3) E-bike couriers’ demographic variables directly or indirectly affected traffic violation behavior e remainder of this paper is structured as follows. The “Discussion” section summarizes the significant findings and suggests avenues for future research
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