From driver assistance to fully-autonomous: examining consumer acceptance of autonomous vehicle technologies
ISSN: 0736-3761
Article publication date: 15 September 2020
Issue publication date: 13 October 2020
Abstract
Purpose
The purpose of this paper is to inform researchers who are examining the adoption of autonomous vehicle technology and to provide marketing insights for developers and manufacturers of such vehicles and their ancillary technologies.
Design/methodology/approach
This study assesses consumer attitudes and behavioral intentions regarding autonomous vehicles (AV) by applying the consumer version of the unified theory of acceptance and use of technology (UTAUT2). We validate the model through a behavioral research study (n = 1,154).
Findings
The findings suggest that attitude toward AV is primarily formed through performance expectancy, effort expectancy, social influence and hedonic motivation. Furthermore, the level of autonomy has limited effects on attitude.
Originality/value
This is the first study to examine attitudes toward AV through the theoretical lens of UTAUT2. Additionally, this study provides insights into consumer perceptions and the corresponding effects on attitude by moderating the level of autonomy.
Keywords
Citation
Erskine, M.A., Brooks, S., Greer, T.H. and Apigian, C. (2020), "From driver assistance to fully-autonomous: examining consumer acceptance of autonomous vehicle technologies", Journal of Consumer Marketing, Vol. 37 No. 7, pp. 883-894. https://doi.org/10.1108/JCM-10-2019-3441
Publisher
:Emerald Publishing Limited
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