Cell Phone Usage Among Chinese Delivery Riders During Rides: An Analysis Using an Extended Theory of Planned Behavior

China’s online food delivery industry has grown rapidly, leading to a significant increase in the number of food delivery riders. However, a worrying trend is the frequent use of mobile phones while riding, which endangers riders themselves and poses risks to traffic safety. Our study aims to explore the reasons behind this behavior, including work demands, personal habits, and technological dependence, to inform safer traffic policies, improve rider efficiency, and ensure overall safety. In this study, we employed structural equation modeling to examine the factors influencing cell phone usage while riding among delivery riders. A total of 504 delivery riders participated in interviews, with 501 successfully completing the questionnaires. Based on the theory of planned behavior, we analyzed the behavior of cell phone usage while riding. The behavior of delivery riders using cell phones while riding is influenced by several psychological factors, either directly or indirectly. SN and law enforcement exerted a significant effect on intention, whereas attitudes, perceived behavioral control (PBC), and descriptive norms showed a negative correlation with intention. However, perceived danger, perceived severity, and perceptual barriers did not demonstrate a significant effect on behavioral intentions (BI). PBC significantly influences riding behavior, while BIs are negatively correlated with it. Strengthening enforcement efforts and raising awareness about the dangers of using cell phones while riding can be effective measures to reduce the prevalence of delivery riders using their phones while riding.