| Summary: | 碩士 === 國立交通大學 === 運輸科技與管理學系 === 100 === This study was conducted to explore the effect of road use value on motorcyclists’ violation riding intention. Through reviewing the literatures related to value, the road use value was then defined and its measurement scale was developed as well. Furthermore, based on the theory of reasoned behavior (TRB), a basic model was constructed by value, attitude, and violation riding intention, which was added with the perceived behavior control as a moderator variable. Finally, the structural equations model (SEM) was employed to conduct the path analysis for the developed model. A total of 271 effective questionnaires collected from the motorcyclists in Tainan area were used for this empirical study. Through the exploratory factor analysis (EFA), six constructs were derived for motorcyclists’ road use value. They are (1) safety, (2) self-accomplishment of style, (3) self-respect (4) a society at peace, (5) cheerfulness and (6) self-fulfillment. The results of path analysis for the developed structural equations model indicated that self-accomplishment of style and cheerfulness had significantly positive effect on motorcyclists’ violation riding intention, but the perceived behavior control and safety value did not have significant influence on violation riding intention. It is expected that the research result would be helpful for reducing violation riding intention on policy making.
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