英文摘要 |
In recent years, there has been a great threat of road traffic injury to pedestrians. China is one of the countries that involved most serious road traffic accidents all over the world. At the same time, pedestrian’s illegal phenomenon is very common in China. Due to the high risk as well as the frequency of pedestrian’s violation behaviors, it’s important to explore the psychological factors of their violation intention, which play an important role in improving pedestrian’s safety.
Based on the self-construal theory and a focus theory of normative conduct, the purpose of the current study is to explore the influence mechanism of personal norm and descriptive norm on pedestrian’s unsafe behavior intention. In study one, we adopted an experimental design to explore the effect of two norms on pedestrian’s violation intention, as well as the potential mediating role of anticipated regret and risk perception on the relationship between two norms and violation intention in the simulation of a real-world traffic situation. In study two, a questionnaire survey was conducted to investigate the effect of pedestrian’s daily traffic-related norms on pedestrian’s violation intention, the mediating role of anticipated regret and risk perception, as well as the moderating effect of independent self-construal and interdependent self-construal on the relationship above.
Results showed that Chinese pedestrian’s descriptive norm was more negative than personal norm, and both personal and descriptive norms significantly predicted pedestrian’s unsafe crossing-behavior intention. Meanwhile, both anticipated regret and risk perception had significant mediating effect. Specifically, personal norm had an effect on intention through anticipated regret, and descriptive norm had an effect on intention through anticipated regret and risk perception. At the same time, self-construal moderated the relationship above. Compared with pedestrians were low on independent self-construal, when pedestrians were high on independent self-construal, personal norm had a stronger effect on the intention through the anticipated regret. Compared with pedestrians were low on interdependent self-construal, when pedestrians were high on interdependent self-construal, descriptive norm had a stronger effect on the intention through the anticipated regret and risk perception. The current research has a practical contribution for pedestrian safety intervention and the design of safety advertisements. |
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