Factors Influencing Risky Riding Behaviors among P-Hailing Riders in Malaysia

Suwarna Subramaniam, Hanis Zulaikha Mohd Zin, Jie Shang, Ahmad Nazrul Hakimi Ibrahim, Muhamad Nazri Borhan, Ahmad Firdhaus Arham

Abstract

The impact of the COVID-19 pandemic has increased the demand for food delivery services and riders’ jobs. This increases the trend of motorcycle crashes among p-hailing riders. This research seeks to determine the factors influencing risky riding behaviors among p-hailing riders in Kajang, Selangor. A novel model framework is proposed by adopting Ajzen’s theory of planned behavior. We modified the theory of planned behavior by adding two new constructs: conformity tendency and traffic environment. The respondents in this study were 211 riders from Kajang, Selangor. The data were analyzed using multiple linear regression models and showed that the main attitudinal constructs, namely attitudes, subjective norms, and perceived behavioral control, had a significant positive and direct influence on the riders in behavioral intention, but attitude showed a stronger significant value than the other two. In addition, the conformity tendency and traffic environment have a positive impact on behavioral intention with a strong significant value (P≤0.001). Perceived behavioral control has the least influence on behavioral intention. However, behavioral intention has a profound positive and direct effect on risky riding behavior with strong significance. It also contributes beneficial information that authorities, policymakers, planners, and researchers can use to develop effective strategies to avoid the rise in p-hailing crashes in Malaysia.

 

Keywords: p-hailing, theory of planned behavior, food delivery, road safety.

 

https://doi.org/10.55463/issn.1674-2974.50.11.10


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