| Summary: | 碩士 === 國立交通大學 === 運輸科技與管理學系 === 99 === This study was conducted to explore the factors that influence drivers’ intention of using driving video recorder. Based on the theory of planned behavior (TPB), this study explored how the constructs of subject norm, attitude, and perceived behavior control affect drivers’ intention to use driving video recorder. Furthermore, this study tried to add two constructs of “traffic risk aversion” and “willingness to pay” into the model. The Structural Equation Model (SEM) was then used to verify the paths between the constructs. The study results indicate that attitude, perceived behavior control, subject norm and willingness to pay all influence drivers’ intention of using driving video recorder, and traffic risk aversion significantly affects attitude. Some marketing strategies to promote driving video recorder are also suggested based on the findings of study results.
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