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Does initial experience affect consumers' intention to use autonomous vehicles? Evidence from a field experiment in
Jingchen Dai1, Ruimin Li1, Zhiyong Liu1
1Institute of Transportation Engineering, Department of Civil Engineering, Tsingh Room 304, Heshanheng Building Tsinghua University, Beijing, 100084, China.
Accident; Analysis and Prevention
|November 9, 2020
Summary
First-hand experience with autonomous vehicles (AVs) significantly influences public intention to use them. Positive experiences increase trust and perceived control, crucial factors for AV adoption.
Area of Science:
- Transportation research
- Human-computer interaction
- Psychology
Background:
- Public interaction with autonomous vehicles (AVs) is increasing through demonstrations and city studies.
- Understanding the link between user experience and intention to use AVs is vital for adoption.
- Initial impressions are heavily shaped by direct encounters with autonomous driving technology.
Purpose of the Study:
- To investigate the factors influencing users' intention to use AVs.
- To extend the theory of planned behavior by incorporating experience satisfaction and trust.
- To analyze the impact of a Level 4 autonomous minibus experience on user acceptance in China.
Main Methods:
- A field experiment was conducted with 117 respondents who experienced a SAE Level 4 autonomous minibus.
- Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyze the data.
- The study examined the extended theory of planned behavior, including experience satisfaction and trust.
Main Results:
- Satisfied experience positively impacts trust, attitude, subjective norm (SN), and perceived behavioral control (PBC).
- Attitude, PBC, experience satisfaction, and trust significantly influence intention to use AVs (excluding SN).
- Experience satisfaction's effect on PBC differs between genders and education levels.
Conclusions:
- Initial user experience is a critical determinant of autonomous vehicle acceptance.
- Trust, attitude, and perceived behavioral control, driven by satisfaction, are key to fostering AV adoption.
- Understanding individual differences is important for targeted strategies to promote AV usage.
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