Analyzing consumers purchasing intention of self-driving vehicle and vehicle equipped with ADAS - Using technology acceptance model -

Abstract

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.