Exploring the Effect of Social Marketing Strategies on Drivers’Intentions of Drunk Driving- An Empirical Study for Taipei City

• Main Authors: Chun-Che Yu, 游俊哲
• Other Authors: Hsin-Li Chang
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/97406704217963460742

碩士 === 國立交通大學 === 運輸科技與管理學系 === 91 === Drunk driving is commonly recognized as an important factor affecting the occurrence of traffic accidents. Most of studies for drunk driving preventive strategies were mainly focused on the applications of enforcement and penalty. Little attention has been placed on exploring the effect of policy promotion on reducing the drivers’ intensions of drunk driving. The aim of this study was conducted to explore the effect of information consciousness on drunk driving behavioral intentions by employing the theories of planned behavior and social marketing. We started this study by developing a conceptual framework for the behavioral intentions of drunk driving, and then formulated the relationship between six developed constructs by Confirmatory Factor Analysis (CFA) and path analysis of Linear Structural Relations (LISREL). A set of questionnaires was designed to collect the relevant information about the adult drivers, who were randomly sampled from the telephone directory of residents in Taipei city and had the experience of drinking, in order to verify the developed model. The study results showed the gender, age, marital status, as well as the amount and frequency of drinking had significant effects on drunk-driving behavioral intentions. Furthermore, the information consciousness, comprehension to regulations, confidence to policy implementation, and risk perception for drunk driving were also found to have significant effects on drunk-driving behavioral intentions. The perceived behavior control for drunk driving was found to be the most important factor affecting drivers’ drunk-driving behavioral intentions. However, the effects of information consciousness on the risk perception and perceived behavior control for drunk driving were not significant as expected. In sum, the effect of policy promotion on reducing drivers’ drunk driving behavioral intentions in Taipei City has been somewhat achieved. According to the study results, some suggestions are drawn in this study. Different promotion strategies are suggested to apply to different market groups in terms of gender, age, marital status, and drinking behaviors. Furthermore, the marketing programs are supposed to be diversified and promoted through various marketing channels like communities and the Internet. At last, an assessing, auditing, and controlling mechanism for policy promotion should be established so as to evaluate the performance regularly and revise marketing strategies if necessary.