The Social Context of Motorcycle Riding and the Key Determinants Influencing Rider Behavior: A Qualitative Investigation

Abstract

Objective: Given the increasing popularity of motorcycle riding and heightened risk of injury or death associated with being a rider, this study explored rider behavior as a determinant of rider safety and, in particular, key beliefs and motivations that influence such behavior. To enhance the effectiveness of future education and training interventions, it is important to understand riders’ own views about what influences how they ride. Specifically, this study sought to identify key determinants of riders’ behaviors in relation to the social context of riding, including social and identity-related influences relating to the group (group norms and group identity) as well as the self (moral/personal norm and self-identity).

Method: Qualitative research was undertaken via group discussions with motorcycle riders (n = 41).

Results: The findings revealed that those in the group with which one rides represent an important source of social influence. Also, the motorcyclist (group) identity was associated with a range of beliefs, expectations, and behaviors considered to be normative. Exploration of the construct of personal norm revealed that riders were most cognizant of the “wrong things to do” when riding; among those issues raised was the importance of protective clothing (albeit for the protection of others and, in particular, pillion passengers). Finally, self-identity as a motorcyclist appeared to be important to a rider's self-concept and was likely to influence on-road behavior.

Conclusion: Overall, the insight provided by the current study may facilitate the development of interventions including rider training as well as public education and mass media messages. The findings suggest that these interventions should incorporate factors associated with the social nature of riding in order to best align it with some of the key beliefs and motivations underpinning riders’ on-road behaviors.

Keywords:

• Motorcyclist safety
• Social context of riding
• Theory of planned behavior
• Social Influences
• Identity
• Qualitative research

ACKNOWLEDGMENTS

The work prepared in this article emanated from the first author's research master's thesis, which was completed at CARRS-Q, QUT. Deborah Tunnicliff is currently employed as Business Development Manager, Institute for Resource Industries and Sustainability, CQ University. This study was part of a larger study funded by the Australian Transport Safety Bureau's (ATSB) Road Safety Research Grants Programme. A full report is available on the Australian Government's Department of Infrastructure, Transport, Regional Development and Local Government Website: http://www.infrastructure.gov.au/roads/safety/publications/2007/pdf/road_rgr_200704.pdf.

Notes

In this article, bikie refers to a person who identifies with, and belongs to, an organized outlaw-type “patched” gang.

In this article, biker refers to a person who rides a motorcycle and is a motorcycle enthusiast, who may or may not be a bikie.

In the Australian state of Queensland where this study was conducted, Queensland has adopted the Australian Road Rules in which there is no specific law banning lane splitting or filtering, but it is covered by other legislation, which effectively means that a rider will commit one or more offenxes when engaging in the behavior, such as changing lanes without signaling for sufficient distance to alert other road uses; failing to stay within a single marked lane or line of traffic; keeping a safe distance when overtaking; failing to stop at a stop line at traffic lights; driving on or across a continuous white edge line; or not overtaking to the left of a vehicle.

Lane splitting refers to the riding up between 2 lanes of either stationary or moving traffic.

A brand name of a particular style of shorts in Australia.

A loose form of open-toed footwear in Australia.

Stoppie refers to a stunt where the motorcycle is brought to a stop suddenly, bringing the rear wheel off the ground (opposite to a wheelie).