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Abstract

This research aims to. 1) to develop a model of factors that influence the traffic accident
of risk perception. 2) to study the influence of the variables Media influence, Personality,
Motivated behavior, Attitude Perceived of traffic rules and Future orientation. Affecting the
perceived risk of traffic accidents. the sample consisted of 1,300 undergraduate students from
Mahasarakham University in the second semester of the academic year 2012 , selected by a threestage stratified random sampling technique. The tools used in this research were. 1) traffic accident
of risk perception with discriminating powers ranging .49 -.97 and a reliability of .93, 2) future
orientation with discriminating powers ranging .41 -.71 and a reliability of .81, 3) attitude perceived
of traffic rules with discriminating powers ranging .41 -.76 and a reliability of .82, 4) motivation with
discriminating powers ranging .46 -.82 and a reliability of .84, 5) personality with discriminating
powers ranging .54 -.71 and a reliability of .83 and 6) media influence with discriminating powers
ranging .31 -.76 and a reliability of .75. Data were analyzed by latent variable of path analysis of
structural equation modeling (SEM).
The results of the study were as follows:
1. The causal model of the traffic accident of risk perception consisted with empirical
data regarding  2= 141.880, df = 123, p = .117, CFI = 1.000, GFI = .989, AGFI = .984, RMSEA = .011,
and  2/df = 1.133. All variables in the model are described. Variability of the traffic accident risk
perception was 63.30 percent.
2. The Variable with a direct effect on the traffic accident of risk perception is a future
orientation. and media influence. Variables that influence both directly and indirectly is
personality, motivation and attitude perceived of traffic rules.