2015_EJRNL_PP_Hongmei_Zhou_1.pdf
Terbatas Irwan Sofiyan
» ITB
Terbatas Irwan Sofiyan
» ITB
This paper aimed to examine pedestrians’ self-reported violating crossing behavior intentions by applying
the theory of planned behavior (TPB).Westudied the behavior intentions regarding instrumental attitude,
subjective norm, perceived behavioral control, the three basic components of TPB, and extended the
theory by adding new factors including descriptive norm, perceived risk and conformity tendency to
evaluate their respective impacts on pedestrians’ behavior intentions. A questionnaire presented with a
scenario that pedestrians crossed the road violating the pedestrian lights at an intersection was designed,
and the survey was conducted in Dalian, China. Based on the 260 complete and valid responses, reliability
and validity of the data for each question was evaluated. The data were then analyzed by using the
structural equation modeling (SEM). The results showed that people had a negative attitude toward the
behavior of violating road-crossing rules; they perceived social influences from their family and friends;
and they believed that this kind of risky behavior would potentially harm them in a traffic accident. The
results also showed that instrumental attitude and subjective norm were significant in the basic TPB
model. After adding descriptive norm, subjective norm was no more significant. Other models showed
that conformity tendency was a strong predictor, indicating that the presence of other pedestrians would
influence behavioral intention. The findings could help to design more effective interventions and safety
campaigns, such as changing people’s attitude toward this violation behavior, correcting the social norms,
increasing their safety awareness, etc. in order to reduce pedestrians’ road crossing violations.