Development of emerging solution for distracted driving: A random parameter ordered probit model approach

Abstract

Distracted driving is a major contributing factor to highway crashes, with cell phone use while driving (CPUD) representing one of the most visible and problematic forms of distraction. This study examines key factors influencing CPUD, including health motivation, perceived susceptibility, perceived severity, perceived benefits, perceived usefulness, perceived ease of use, attitude toward use, and law enforcement. A Random Parameters Ordered Probit Model with heterogeneity in means was applied to data collected through structured, face-to-face interviews with 1,518 Thai drivers. Respondents were recruited from public locations in five regions—Bangkok Metropolitan Region, Central, Northeastern, Northern, and Southern—each providing approximately 300 participants. The findings suggest that although all factors influence CPUD, health motivation, and perceived severity exert the strongest discouraging effects. Additionally, the “attitude toward use” factor emerged as a random parameter, indicating substantial individual-level variability in drivers’ perceptions and engagement in CPUD. Based on these results, evidence-based policy measures are recommended to strengthen law enforcement and enhance public awareness campaigns. The study also proposes specific guidelines for incorporating CPUD-reduction strategies into driver’s license training programs, offering particular relevance for low- and middle-income countries facing similar road safety challenges.