Analyzing consumers purchasing intention of self-driving vehicle and vehicle equipped with ADAS - Using technology acceptance model - : 자율주행자동차의 소비자 구매의도 분석 : 기술수용모델을 이용하여

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Jorn Altmann
공과대학 협동과정 기술경영·경제·정책전공
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서울대학교 대학원
Self-driving vehicle. Technology acceptance modelADASPerceived enjoyment
학위논문 (석사)-- 서울대학교 대학원 : 공과대학 협동과정 기술경영·경제·정책전공, 2018. 2. Jorn Altmann.
Self-driving vehicle is regarded as future trend of vehicle. However not all new technology are accepted in the market at the beginning. People feel more ease, useful, fun and trust on previous technology. This is same in self-driving vehicle. This study try to figure out the structure of decision making when people purchase vehicle. Technology Acceptance Model was adopted and additional explanatory variable are selected considering vehicle usage context. Based on the standard of autonomy level of vehicle suggested by NHTSA, we made level 1 to 4 survey questionnaires respectively.
The result shows that people perceive that self-driving vehicle(level 3, 4) is less ease of use, useful, trustable and enjoyable that manual driving vehicle(level 1, 2). Perceived enjoyment and Trust are the main factor affecting consumers purchasing intention of self-driving vehicle. Moreover the person who has high personal innovativeness are more willing to buy self-driving vehicle. Personal innovativeness and Gender moderate the perceived enjoyment and perceived usefulness respectively in level 2 and 4 .
From this research, it can give managerial implication for vehicle companies how to prepare self-driving vehicle. Furthermore, this study give a guideline for future self-driving vehicle research or TAM research in vehicle context.
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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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