基于知信行理论的外卖配送员交通行为分析

A Traffic Behavior Analysis of Food Delivery Workers Based on Knowledge Attitude Belief Practice Model

为减少外卖配送员道路交通安全事故的发生,对传统知信行理论(knowledge, attitude/belief, practice,KAP)模型进行扩展,引入外卖配送员个体特征和劳动强度2个新变量,以1 610名外卖配送员的有效调查问卷为研究样本,通过对问卷量表进行Cronbach's α信度分析和KMO检验、Bartlett球形度检验效度分析,进行探索性因子分析后构建适用于外卖配送员群体的结构方程模型(structural equation modeling,SEM),并对构建的模型进行适配度检验和路径系数检验。结果表明:外卖配送员的个体认知和主观态度对交通行为产生直接影响,影响系数为0.284和0.209;且个体认知还可通过主观态度,间接影响个体交通行为。外卖配送员个体的劳动强度对交通行为产生直接的负向影响,影响系数为-0.390,具体而言,劳动强度越大,外卖配送员个体的交通安全行为风险越大。同时,通过研究发现,劳动强度已成为引发外卖配送员交通安全事故的重要诱因,而外卖配送员的个体特征、主观态度则是劳动强度的主要影响因素。由于外卖配送员的个体特征存在差异,其个体认知、主观态度、劳动强度及交通行为也会有所不同。而平台企业对不安全交通行为的处罚措施,可以起到规范外卖配送员交通行为的期待效果,进而减少交通违规次数和交通事故的发生。此外,外卖配送员自身的交通安全意识不仅会影响个体交通行为表现,还会对周边外卖配送员的交通安全认知造成负外部影响,进而导致“羊群效应”的产生。

In order to alleviate the occurrence of road traffic safety accidents in the process of food delivery,a structural equation model is constructed based on the extended theory of knowledge,attitude/belief,practice(KAP),and the effective questionnaires of 1610 food delivery workers are taken as samples to quantize the influencing mechanism of factors such as individual characteristics,individual cognition,subjective attitude,labor intensity and traffic behavior of food delivery.A Cronbach'sαcoefficient reliability analysis is conducted on the questionnaire scale,and KMO test and Bartlett sphericity test are used to determine whether factor analysis can be performed.The exploratory factor analysis is carried out,and the principal factors are extracted by the method of feature root greater than 1.The maximum variance rotation method is used to make the factor variables more interpretable.The structural equation modeling(SEM)is used for studying the psychological attribution of traffic behavior,and the fit test and path coefficient test are carried out on the constructed model.The results show that the individual cognition and subjective attitude of food delivery workers directly influences the traffic behavior,The individual cognition and subjective attitude of the deliverymen directly affected their traffic behavior,and the influence coefficients are 0.284 and 0.209.Moreover,individual cognition can also indirectly affect their traffic behavior by affecting their subjective attitude.The labor intensity of individual distributors has a direct negative impact on traffic behavior and the influence coefficient is-0.390.Specifically,the greater the labor intensity,the greater the risk of traffic safety behavior of individual delivery workers.At the same time,the study found that labor intensity has become an important cause of traffic safety accidents of delivery workers,and the individual characteristics and subjective attitude of delivery workers are the main influencing factors of labor intensity.Due to the differences in individual characteristics of delivery workers,their individual cognition,subjective attitude,labor intensity and traffic behavior will also be different.The punishment measures for enterprises of unsafe traffic behaviors can play the expected effect of standardizing the traffic behaviors of delivery workers,thus reducing the number of traffic violations and the occurrence of traffic accidents.In addition,the traffic safety awareness of the delivery workers themselves will not only affect the individual traffic behavior performance,but also have a negative external impact on the traffic safety cognition of the surrounding delivery workers,which leads to the“herding effect”.