一个综合的SOR和SCT模型方法来探索中国公众对自动驾驶汽车的看法
1International Economics & Trade, Guangzhou College of Technology and Business, Guangzhou, China. wujingwen@gzgs.edu.cn.
Scientific reports
|July 2, 2025
概括
大众媒体积极影响自动驾驶汽车 (AV) 的采用. 电子口碑 (eWOM) 建立信任和社会规范,这对于消费者接受AV至关重要.
科学领域:
- 消费者行为 消费者行为
- 媒体研究 媒体研究
- 技术采用 技术采用
背景情况:
- 媒体在很大程度上影响了公众对自动驾驶汽车 (AV) 的看法.
- 大众媒体与电子口碑 (eWOM) 对AV采用的独特影响尚不清楚.
- 现有的研究往往忽视了媒体刺激和个人心理因素之间的相互作用.
研究的目的:
- 调查大众媒体和eWOM如何影响公众对AV的看法和采用意图.
- 整合刺激-有机体-反应 (SOR) 和社会认知理论 (SCT) 来解释消费者对AV的行为.
- 检查自我效能,主观规范和对收养过程的信任的调解作用.
主要方法:
- 利用针对中国消费者的结构化问卷调查.
- 收集了关于媒体消费和与AVs相关的观念的数据.
- 应用了技术接受模型 (TAM) 框架,并通过SOR-SCT集成进行了增强.
主要成果:
- 大众媒体表明,与公众愿意采用AV的意愿有积极的相关性.
- 通过提供透明,多样化的信息和用户交互,eWOM积极影响主观规范.
- 大众媒体和eWOM都通过自我效能,主观规范和信任来影响收养意图.
结论:
- 媒体道在塑造消费者对AV的接受方面发挥着至关重要的作用.
- 战略性地使用大众媒体和eWOM可以增强公众的信任和采用意图.
- 了解不同媒体影响的心理路径是促进AV技术的关键.
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