Influence of Traffic Visual Communication on Road Safety amongst Boda-boda Motorcyclists in Kenyan Cities

Abstract

This study sought to determine the influence of Traffic Visual Communication on Road Safety amongst Boda–Boda Motorcyclists in Kenyan Cities. These include road signs, symbols, and also road markings. Roadside advertisements and the presence of police all communicate visually. Road safety has become a major concern worldwide due to the high prevalence of death and injury among road users. This study was anchored on the social cognitive theory, the safety culture theory, and the uses and gratification theory. The study used a pragmatic philosophical paradigm with a convergent parallel design of mixed-method research. Stratified sampling and simple random sampling were used to draw the target population of 399 Boda-boda motorcyclists from the four cities in Kenya, namely Nairobi, Mombasa, Kisumu, and Nakuru, a final sample of 399 Boda-boda motorcyclists was made. Quantitative data was collected from the motorcyclists by use of semi-structured questionnaires while key informant interviews were used to collect the qualitative data from experts. Descriptive and inferential statistics were used to analyze quantitative data while qualitative data was analyzed using thematic data analysis. The study findings are that visibility and comprehension of traffic signs and markings correlate positively with favourable attitudes toward road safety and self-reported compliance with traffic regulations. The results revealed that traffic visual communication can create synergies, amplify impact, and drive sustainable change in Boda-boda riders' road safety practices. In conclusion, there is a need for innovative multifaceted communication intervention to enhance safety amongst Boda-boda motorcyclists in Kenyan cities.