Abstract
The central aim of the research was to examine speeding behavior without helmet wearing among motorcycle riders in Ho Chi Minh City. The research model expanded the Theory of Planned Behavior by both psychological flow theory and sensation-seeking. 268 motorcyclists were involved in the research. A Confirmatory factor analysis and a Structural equation modeling were employed for model specification. The findings indicated a significant effect between predictors and the intention of speeding without helmet wearing. In addition, there was direct relation between intention and actual behavior. Also, sensation-seeking proved to be important in moderating predictors between the low-sensation-seeking motorcyclists and high-sensation-seeking ones. A deeper understanding of why motorcycle riders exceed the speed limit without wearing helmet played key role in changing their behavior.
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