IMPACT ON LOW-RISK ROUTE CHOICE BEHAVIOR BY USING COMMUNICATION METHOD ABOUT TRAFFIC ACCIDENT RISK

Abstract

The objective of this study is to analyze the change in cognition and understanding about “Traffic accident risk” and the behavioral intensions change for safe driving by providing the driver with traffic accident risk information. In this study, in order to grasp changes of cognition and understanding about the concept of “Traffic accident risk” and the applicability of traffic accident risk information, multiple communication experiments about traffic accident risk information were conducted. After analyzing changes in cognition and behavioral intentions regarding traffic accident risk information in each experiment, long-term changes in cognition and behavioral intentions regarding traffic accident risk information were shown by comparing results of two experiments. In addition to that, the route choice experiment providing traffic risk information were conducted before and after provision communication information regarding traffic accident risk and the effects of communication on low accident risk route choice behavior were analyzed. It was found that subjects of experiments who correctly perceived “the relationship of the traffic accident risk between roads and highways” increased by communication and subjects who want to use the low accident risk route increased either. As shown results of route choice model providing traffic accident risk information, communications about traffic accident risk information provision affected low accident risk route choice behavior positively.