Assessing the Willingness to Pay for Accident Prevention: A Case Study of Phranakhon Si Ayutthaya Rajabhat University Students
Keywords:
Willingness to Pay, Accident Prevention, Cost–Benefit Analysis, StudentsAbstract
This study aimed to examine 1) the costs and benefits associated with students’ willingness to pay (WTP) for accident prevention, and 2) the factors influencing accident prevention behaviors at Phranakhon Si Ayutthaya Rajabhat University. The sample consisted of 168 students who wore helmets during the 2024 academic year, selected using purposive sampling combined with the snowball technique. Data were collected through questionnaires and analyzed using descriptive statistics and economic analyses, including cost–benefit analysis (CBA) and multiple regression.
The findings revealed that the cost–benefit analysis (CBA) of helmet use among students yielded positive outcomes across all dimensions. In cases where accident-related costs increased by 20,000 baht, the largest proportion consisted of intangible costs, accounting for 45 –48 percent, reflecting losses in quality of life, followed by opportunity costs (27–29 percent), which affected academic performance. In terms of economic feasibility, all faculties demonstrated benefit–cost ratios (BCR) greater than 1 (ranging from 1.01 to 1.13) and positive net present values (NPV), confirming that promoting helmet use is a cost-effective measure. Furthermore, the regression analysis indicated that the most significant factor influencing willingness to pay (WTP) for accident prevention was the purchase of personal accident insurance, followed by expenditures on standardized helmets and motorcycle maintenance. In contrast, the perception of risk-reduction information was not statistically significant. Therefore, educational institutions should promote helmet use among students by implementing concrete measures aligned with students' actual decision-making behaviors to effectively enhance accident prevention.
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