Abuse of disabled parking: Reforming public's attitude through persuasive multimedia strategy

8th International Symposium of the Digital Earth

地球科学;计算机科学

Yahaya, W.A.J.W.^1 ; Zain, M.Z.M.^2

Centre for Instructional Technology and Multimedia, Universiti Sains Malaysia, Malaysia^1

Town Planner Officer, Federal Department of Town and Country Planning Peninsular Malaysia, Malaysia^2

关键词: Cognitive components;    Experimental research;    Learning strategy;    Multi dimensional;    Multi-media learning;    Persons with disabilities;    Persuasive technology;    Social learning theory;   

Others  :  https://iopscience.iop.org/article/10.1088/1755-1315/18/1/012073/pdf
DOI  :  10.1088/1755-1315/18/1/012073

学科分类：计算机科学（综合）

来源: IOP

【 摘 要 】

Attitude is one of the factors that contribute to the abuse of disabled parking. The attitude's components are affective, cognitive and behavioral and may be formed in various ways including learning and persuasion. Using learning and persuasion approach, this study has produced a persuasive multimedia aiming to form a positive attitude toward disabled persons in order to minimize the rate of disabled parking abuse. The persuasive multimedia was developed using Principle of Social Learning draws from Persuasive Technology as learning strategy at macro persuasion level, and modality and redundancy principles draw from Multimedia Learning Principles as design strategy at micro persuasion level. In order to measure the effectiveness of the persuasive multimedia, 93 respondents were selected in a 2 × 2 quasi experimental research design for experiment. Attitude components of affective, cognitive and behavioral were measured using adapted instrument from the Multi Dimensional Attitudes Scale toward Persons With Disabilities (MAS). Result of the study shows that the persuasive multimedia which designed based on Social Learning Theory at macro persuasion level is capable of forming positive attitude toward disabled person. The cognitive component of the attitude found to be the most responsive component. In term of design strategy at the micro persuasion level, modality found to be the most significant strategy compare to redundancy. While males are more responsive to the persuasive multimedia compare to females.