Analysis of risk factor of innovation resistance in perspective of potential consumer towards different levels of self-driving vehicle
잠재적 소비자의 관점으로 자율주행자동차에 대한 혁신저항 분석 : 잠재적인 리스크와 소비자 태도가 미치는 영향을 중심으로

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Jorn Altmann
공과대학 협동과정 기술경영·경제·정책전공
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서울대학교 대학원
InnovationConsumer AttitudesPerceived riskAutonomous drivingInnovation Resistance
학위논문 (석사)-- 서울대학교 대학원 공과대학 협동과정 기술경영·경제·정책전공, 2017. 8. Jorn Altmann.
Because of developed technology in artificial intelligence (AI), robots can replace human work and reduce time and resources. One of the main technological applications of AI is in autonomous (self-driving) cars which are expected to be driven by robots and AI systems instead of human drivers. The National Highway Traffic Safety Administration (NHTSA) have presented five degrees of autonomous car level employing Advanced Driver Assistance Systems (ADASs). From non-autonomous to fully autonomous cars, the functions carried out by an ADAS are added sequentially. Currently, vehicles in level 2, which includes two primary function junctions, are available on the automobile industry market, so the need for research into self-driving cars is obvious to investigate the gap between the market situation and customer perspective toward autonomous cars.

In previous literature, a technology acceptance model (TAM) has only emphasized technological aspects and their effect on customers positive adoption, and innovation has always been seen as a positive aspect. However, the concept of innovation resistance has given new insight into accepting innovation in the psychological area. Therefore, in this paper, the focus is on innovation resistance and its factors, which are customer attitude and perceived resistance, with regard to different levels of autonomy based on Rams (1987) innovation model, but with extended variables of perceived risk and customer attitude.

The data were collected from 335 samples from online surveys, the participants of which ranged in age from 20 to 60
the data were distributed uniformly by age and gender groups. The target participants for the survey were individuals who were willing to buy a car within 10 years and had a drivers license. The model was analyzed with a multiple regression model using dependent variables of innovation resistance and intention to adopt. Potential risks were shown to have a positive impact whereas customer attitudes were shown to have a negative impact on innovation resistance. In addition, we found that customer attitude and potential risk factors had different effects on innovation resistance and innovation acceptance. As a result, while the risk of social and physical risks influenced innovation resistance, consumer attitudes such as economic risk, pleasure, and rigidity were more influential on the intention to adopt.
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College of Engineering/Engineering Practice School (공과대학/대학원)Program in Technology, Management, Economics and Policy (협동과정-기술·경영·경제·정책전공)Theses (Master's Degree_협동과정-기술·경영·경제·정책전공)
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