PREVENTING ILLEGAL BICYCLE-PARKING THROUGH PERSUASIVE COMMUNICATIONS
Fujii, S. and Kitamura, R., Kyoto University, Japan
A lot of bicycles illegally parked can be seen on pedestrian roads in many cities in Japan. In this study, we investigated the effectiveness of persuasive communications to prevent the illegal bicycle-parking. We hypothesized that persuasive communications to strengthen only behavioral intention to decrease frequency of illegal bicycle-parking could not actually decrease the frequency, but persuasive communications to strengthen implementation intention as well as behavioral intention could. For the test, we conducted a field experiment using 99 subjects who were daily bicycle users. They were randomly assigned into 4 groups, that is, control group and 3 experimental groups. Subjects in without-advice group were requested to read a leaflet to persuade not to illegally park. Those in with-advice group were requested to read a leaflet to advice how to decrease illegal bicycle-parking in addition to the leaflet for without- advice group. Those in planning group were requested to plan how to decrease the frequency as well as to read 2 leaflets used for with-advice group. The results indicated that subjects in with-advice group had stronger implementation intention and largely decreased the frequency of illegal bicycle-parking than control and without-advice group, but there were no difference in behavioral intention. These results supported our hypotheses. It was also indicated that there was no difference of implementation intention and decrease in the frequency between planning and with-advice group. This might imply that the advice used in the experiment were sufficient to strengthen implementation intention.