BSRI, Srinakharinwirot University Psychosocial Factrs and Social Norm Perceived: Association with to Responsibility Behavior of Rental-Car Drivers in Bangkok 1 Junsuda Viyaritt 2 Thasuk Junprasert 3 Received: June 28, 2012 Accepted: July 27, 2012 Abstract

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Psychosocial Factrs and Social Norm Perceived: Association with to Responsibility Behavior of Rental-Car Drivers in Bangkok ¹

Junsuda Viyaritt ² Thasuk Junprasert³

Received: June 28, 2012 Accepted: July 27, 2012

Abstract

This study aimed examine to psychosocial factors and social norm perceived related to responsibility behaviors of rental-car drivers in Bangkok. The sample size was 361 accounting drivers. The statistical methods and procedures for analyzing data were two-way ANOVA and enter multiple regressions analysis. The results showed that, 1) the interaction effect was found between knowledge in driving and social norm perceived to responsibility behaviors of driving-preparation behavior in all group, not old group, high education group, a few experience group and ever training group and . 2) the interaction effect was found between attitude toward responsibility behavior and social norm perceived to responsibility behaviors of total behavior in very experience group, driving- preparation behavior in ever training group, driving behavior in old group and driving-after behavior in very experience group. 3) the interaction effect was found between attitude toward responsibility behavior and head support to responsibility behaviors of driving-preparation behavior in high education group and driving-after behavior in all group, old group, high education group, ever training group and never training group. 4) all 7 factors of psychological state, psychological trait and situation could predict: responsibility behavior, driving-preparation behavior, driving behavior and driving-after behavior and were accounting for 51.9%, 40.1%, 37.6% and 45.3% of variance, repectively. The significant predicters were attitude towards responsible behavior.

Keywords: psychosocial factors, social norm perceived, behavior of rental-car drivers

1 Master of Science Degree in Applied Behavioral Science

2 Graduate Students, Master of Science Degree in Applied Behavioral Science Research, Srinakharinwirot University E-mail: [email protected], Tel. 668-6758-1727

3 Lecturer in Behavioral Science Research, Srinakharinwirot University

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