Evaluating changes in driver behaviour for road safety outcomes: a risk profiling approach

Abstract

Road safety continues to be an important issue with road crashes among the leading causes of death. Considerable effort has been put into improving our understanding of the factors that influence driving behaviour with a view to devising more effective road safety strategies. Within the literature, demographics, social norms, personality, enforcement and the road environment have all been identified as influencers of risky driving behaviour. What is missing is an integrated empirical approach which examines the relationship between these factors and drivers’ awareness of their speeding behaviour to a measure of day-to-day driving behaviour. This research employs demographic, psychological, vehicle, trip and Global Positioning System (GPS) driving data collected from 106 drivers in Sydney, Australia during a pay-as-you-drive study. The main contributions are three-fold. First, a methodology is developed to control for the influence of spatiotemporal characteristics on driver behaviour. This deals with the inherent variability introduced from road environment factors external to the driver which would otherwise lead to misleading results. Second, the creation of a composite measure of driver behaviour allows driver behaviour to be described using a single measure whilst accounting for the variability and multitude of aspects within the driving task. This allows drivers to be compared to each other and for the same driver to be compared across time and space permitting empirical testing of interventions in a before and after study. Lastly, this research reveals the potential for reducing the extent and magnitude of risky driving behaviour by making drivers aware of their own behaviour. The results indicate that drivers can be placed in three groups: drivers requiring a monetary incentive to change speeding behaviour, drivers requiring information alone to change their speeding behaviour and drivers that appear unresponsive to both monetary incentives and information.