Liu Tingyu, Zhang Yizhou, Zhang Mengze, Chen Min, Yu Shangchun
Department of Economics, Sejong University, Seoul 05006, Republic of Korea.
Economic and Trade Department, Yancheng Polytechnic College, Yancheng 224005, China.
Behav Sci (Basel). 2024 Dec 18;14(12):1216. doi: 10.3390/bs14121216.
The advancement of autonomous driving technology, particularly Tesla's launch of its new Robotaxi, marks a transformation in transportation. Understanding the theoretical mechanisms that drive consumers' intention to use autonomous taxis is essential. This study develops a structural equation model (SEM), extending the applicability of the TAM and TPB model, and incorporates external factors like attitudes, subjective norms, traffic efficiency, and perceived cost-benefit into the model to analyze their impact on consumers' perceived characteristics (perceived usefulness and perceived ease of use). A survey of 427 valid responses revealed that attitudes, subjective norms, and perceived cost-benefit all have significant positive impacts on perceived usefulness and ease of use, which, in turn, are the primary drivers of consumers' intention to use. Additionally, perceived risk significantly weakens the positive effects of perceived usefulness and ease of use on the intention to use, underscoring its critical moderating role in the technology acceptance process. This paper suggests strategies to enhance consumer acceptance, including strengthening user perception through marketing and public experience activities, optimizing technology to improve user experience, reinforcing safety and privacy measures to reduce perceived risk, and highlighting the insurance mechanism, convenience, and economic benefits of autonomous taxis in marketing.
自动驾驶技术的进步，尤其是特斯拉推出新的机器人出租车，标志着交通运输领域的一场变革。了解驱动消费者使用自动驾驶出租车意愿的理论机制至关重要。本研究开发了一个结构方程模型（SEM），扩展了技术接受模型（TAM）和计划行为理论（TPB）模型的适用性，并将态度、主观规范、交通效率和感知成本效益等外部因素纳入模型，以分析它们对消费者感知特征（感知有用性和感知易用性）的影响。对427份有效回复的调查显示，态度、主观规范和感知成本效益对感知有用性和易用性均有显著的正向影响，而这两者又是消费者使用意愿的主要驱动因素。此外，感知风险显著削弱了感知有用性和易用性对使用意愿的正向影响，凸显了其在技术接受过程中的关键调节作用。本文提出了提高消费者接受度的策略，包括通过营销和公众体验活动增强用户感知、优化技术以改善用户体验、加强安全和隐私措施以降低感知风险，以及在营销中突出自动驾驶出租车的保险机制、便利性和经济效益。
