A Study of Factors Affecting Intention of Helmet Use: An Application of the Theory of Health Belief Model

Abstract

This research aimed to study the factors affecting the intention in helmet use for motorcycles in the context of Thailand. The factors to be considered were applied from Health Belief Model by questioning 801 nationwide motorcycle riders divided into 401 of urban society and 400 of rural society. For data analysis, Stepwise Multiple Regression analysis was used. Regarding urban society, it was found that the four factors affecting the intention in helmet use for motorcycles were motivation (β = 0.411), Cue to Action (β = 0.173), Perceived Severity (β = 0.177), and Perceived Barriers (β = 0.053) at statistical significance .000, .001, .004 and .047 respectively. These four factors predicted that the intention in helmet use would be 26.40 percent. Regarding rural society, the four factors including Perceived Benefits (β = 0.249), Perceived Severity (β = 0.244), Cue to Action (β = 0.237) were at statistical significance .000 while motivation (β = 0.126) was at statistical .040. These factors predicted that the intention in helmet use would be 40.40 percent. The results from this study acknowledged the factors affecting the intention in helmet use between urban society and rural society. Thus, the organizations in government sectors potentially take the data to develop the suitable policies for each area.