FACTORS ON DRUNK DRIVING BEHAVIOUR AND MEDIA EXPOSURE OF MOTORCYCLIST IN BANGKOK METROPOLITAN

Abstract

The research topic “Factors on Drunk Driving Behaviour and Media Exposure of Motorcyclist in Bangkok Metropolitan” was the mixed research methods including quantitative and qualitative research” . The researcher collected data with 1,011 questionaires. I employed the focus group of drunk driving motorcyclists aged between 18-24 years old about 36 people and in-depth interview adolescents who had drunk driving experience aged between 18-24 years old about 40 people in Bangkok. The research had two objectives which were to explore factos on drunk driving adolescents and to study the behavior of media exposure of drunk driving motorcyclists.

The result of the study “Factors on Drunk Driving Behaviour and Media Exposure of Motorcyclist in Bangkok Metropolitan”, I found that risks factors on drunk driving motorcyclists including Demographic factor, psychological factor, behaviour factor, social and cultural factor and behaviour of drunk driving close friends.

For media exposure behaviour of drunk driving motorcyclists, I found that most of adolescents expose to television and internet. They perceived stickers, public relations billboard, posters and television. However, the printed media were not popular and interesting for adolescents. The stickers were shown often and made the people get used to. Adolescents attracted to funny and scared media rather than informative media. They also suggested on the campaign that good campaigns should be video moving pictures and focused on scary accident. They should be at the alcohol bottles and at the tables in restaurants, at the stores and should focus on scary pictures at the alcohol bottle as the cigarettes.