EFFECTS OF SOCIAL MARKETING ON ATTITUDES AND BEHAVIOR RELATED TO ROAD TRAFFIC IN HANOI CITY

IF 0.5 Q4 TRANSPORTATION SCIENCE & TECHNOLOGY

Transport Problems Pub Date : 2023-03-01 DOI:10.20858/tp.2023.18.1.16

Ngo Thi Hong Nhung, Do Huu Hai, Vu Tri Dung, Le Ngoc Thong, P. Q. Trung, Nguyen Hung Cuong

引用次数: 0

Abstract

Dangerous and risky actions while traveling on traffic routes that threaten the health, spirit and life of vehicle drivers and others. However, to raise community awareness, make them care about traffic safety behavior takes time and influence attitudes to create behavior change in a sustainable way. Research based on Ajzen’s theory of planned behavior [1, 2] and the theory of social marketing was conducted to identify the factors influencing the road traffic attitudes and behaviors of people in Hanoi and the degrees of their influence. The results show that road traffic attitudes are affected, in descending order, by partnership, resources, distribution, promotion, price, product, and public. The road traffic behavior of people is determined, in descending order, by age, moderator variables (the law and the validity of the law and weather), attitude, and education level. Based on the results, several recommendations to government officials and policymakers have been made.

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社会营销对河内市道路交通态度和行为的影响

在交通路线上行驶时的危险和冒险行为，威胁到车辆驾驶员和其他人的健康、精神和生命。然而，要提高社区意识，让他们关心交通安全行为，需要时间和影响态度，以可持续的方式创造行为改变。基于Ajzen的计划行为理论[1,2]和社会营销理论，研究了河内市人群道路交通态度和行为的影响因素及其影响程度。结果表明，道路交通态度受伙伴关系、资源、分销、促销、价格、产品和公众的影响程度由大到小。人们的道路交通行为由年龄、调节变量(法律、法律的有效性和天气)、态度和教育水平由大到小决定。根据研究结果，向政府官员和政策制定者提出了几项建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Transport Problems TRANSPORTATION SCIENCE & TECHNOLOGY-

CiteScore

1.90

自引率

14.30%

发文量

审稿时长

48 weeks

期刊介绍： Journal Transport Problems is a peer-reviewed open-access scientific journal, owned by Silesian University of Technology and has more than 10 years of experience. The editorial staff includes mainly employees of the Faculty of Transport. Editorial Board performs the functions of current work related to the publication of the next issues of the journal. The International Programming Council coordinates the long-term editorial policy the journal. The Council consists of leading scientists of the world, who deal with the problems of transport. This Journal is a source of information and research results in the transportation and communications science: transport research, transport technology, transport economics, transport logistics, transport law.