Road traffic crashes are a national problem and accumulated research has demonstrated that driving faster than the legal speed limit is one of the most important violations. High speed has been related to road traffic accidents and is the main reason for people being killed or critically injured. The aim of this research was to determine what motivates drivers to speed, using the theory of planned behavior(TPB) augmented by descriptive norm and anticipated regret. It was prospective in design: TPB variables and descriptive norm and anticipated regret were measured at baseline and actual speeding behavior was measured 6 months later. Descriptive norm did have a significant effect on intention to speed over and above TPB variables. Negative moderating effect was demonstrated for drivers' behavior to speed, suggesting that drivers with low level of anticipated regret are significantly more likely to translate their intentions into actual behavior to speed. Intention partially mediated perceived behavioral control - behavior relationship and fully mediated attitude(subjective norm, descriptive norm) - behavior relationships. Anticipated regret moderated the mediated process: The strength of the mediation effect decreased along with levels of anticipated regret(moderated mediation).
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