A Traffic Behavior Analysis of Food Delivery Workers Based on Knowledge Attitude Belief Practice Model

In order to alleviate the occurrence of road traffic safety accidents in the process of food delivery, a structural equation model is constructed based on the extended theory of knowledge, attitude/belief, practice (KAP), and the effective questionnaires of 1 610 food delivery workers are taken as samples to quantize the influencing mechanism of factors such as individual characteristics, individual cognition, subjective attitude, labor intensity and traffic behavior of food delivery. A Cronbach's α coefficient reliability analysis is conducted on the questionnaire scale, and KMO test and Bartlett sphericity test are used to determine whether factor analysis can be performed. The exploratory factor analysis is carried out, and the principal factors are extracted by the method of feature root greater than 1. The maximum variance rotation method is used to make the factor variables more interpretable. The structural equation modeling (SEM) is used for studying the psychological attribution of traffic behavior, and the fit test and path coefficient test are carried out on the constructed model. The results show that the individual cognition and subjective attitude of food delivery workers directly influences the traffic behavior, The individual cognition and subjective attitude of the deliverymen directly affected their traffic behavior, and the influence coefficients are 0.284 and 0.209. Moreover, individual cognition can also indirectly affect their traffic behavior by affecting their subjective attitude. The labor intensity of individual distributors has a direct negative impact on traffic behavior and the influence coefficient is －0.390. Specifically, the greater the labor intensity, the greater the risk of traffic safety behavior of individual delivery workers. At the same time, the study found that labor intensity has become an important cause of traffic safety accidents of delivery workers, and the individual characteristics and subjective attitude of delivery workers are the main influencing factors of labor intensity. Due to the differences in individual characteristics of delivery workers, their individual cognition, subjective attitude, labor intensity and traffic behavior will also be different. The punishment measures for enterprises of unsafe traffic behaviors can play the expected effect of standardizing the traffic behaviors of delivery workers, thus reducing the number of traffic violations and the occurrence of traffic accidents. In addition, the traffic safety awareness of the delivery workers themselves will not only affect the individual traffic behavior performance, but also have a negative external impact on the traffic safety cognition of the surrounding delivery workers, which leads to the"herding effect".