Dataset and Analysis Script for Evaluating Speed-Reduction Traffic Sign Message Framing among Drivers in Loja, Ecuador

This repository contains the anonymized dataset and analysis script used in the study examining how different speed-reduction traffic sign messages influence drivers’ behavioral intention, perceived risk, social influence, credibility, and clarity. The study was conducted in Loja, Ecuador, and evaluated five speed-management message frames: a standard regulatory sign, an urgency-based message, a crash-risk warning, and two social-norm-based messages.

The dataset was collected through an online survey implemented in Microsoft Forms in May 2026. Participants were eligible if they were at least 18 years old and reported frequent driving. Responses from participants who did not provide informed consent, were under the required age threshold, reported infrequent driving, or showed extreme response times based on the 5th and 95th percentiles were excluded prior to analysis. The final analytical dataset was used to estimate descriptive statistics, repeated-measures comparisons, reliability indicators, convergent and discriminant validity measures, and structural equation models.

The Excel file contains the cleaned survey data used for statistical analysis. The accompanying script file documents the complete analytical workflow, including data cleaning, transformation of Likert-scale responses, reshaping of the dataset, descriptive analysis, repeated-measures comparisons, Cronbach’s alpha, composite reliability, average variance extracted, HTMT, Fornell–Larcker assessment, and latent structural equation modelling. The script also generates publication-ready tables and SVG figures.

These files are intended to support transparency, reproducibility, and reuse of the analytical workflow associated with the study. The data are anonymized and should be used only for academic, educational, or research purposes.