What Factors Influence The Consumer Use of Fully Autonomous Vehicles within the U.S.?

Authors

Michael RussellFollow

Document Type

Dissertation

Degree

Doctor of Business Administration

Major/Program

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First Advisor's Name

Yan Chen

First Advisor's Committee Title

Committee chair

Second Advisor's Name

George Marakas

Second Advisor's Committee Title

Committee Member

Third Advisor's Name

Paulo Gomes

Third Advisor's Committee Title

Committee member

Fourth Advisor's Name

Al Parhizgari

Fourth Advisor's Committee Title

Committee member

Keywords

Artificial Intelligence, Attitude, Autonomous Technology, Automobiles, Cars, Fully Autonomous Vehicles, Intelligent Transportation, Intention, Self-Driving Cars, Consumer Behavior, Consumer Marketing, Smart Mobility, and Technology Adoption.

Date of Defense

5-23-2022

Abstract

The inclusion of autonomous vehicle technology in modern cars is causing both consumer familiarity and consternation amidst a growing interest in the future of fully autonomous vehicles (FAVs). This study’s contributions are the key research constructs and interrelationships that positively influence consumers’ behavioral intention to use FAVs. The research study concludes and advances a better understanding of perceptions and opinions from consumers about their behavioral intentions to use FAVs and the level of favorability toward self-driving vehicular technology.

As full vehicular autonomy does not yet exist, few extensive studies and experts exist within the automotive industry. Nevertheless, the number of those interested in working within and researching this coming technology is growing. Existing auto luxury and mass-market brands currently offer limited autonomous feature­s within their cars. The coming technology’s challenge is introducing it to consumers and complimenting that introduction with effective marketing communications to taut the benefits of fully autonomous vehicles.

A lack of familiarity can exist if you are a current vehicle owner with (or user of) Semi-Autonomous Vehicle technology (SAV). It means most consumers may not be widely familiar with the automotive technology itself or what it has to offer them. FAV technology will continue to migrate downward within the United States (US) vehicular market into moderately low-priced automotive brand segments. Therefore, this study attempts to define what consumers currently know about fully self-driving cars, their overall expectations, and to what extent they are willing to consider operating and owning or using FAVs in the future.

This cross-sectional, descriptive, and cross-relational research identifies factors influencing consumers' perceptions of autonomous vehicle technology. Specifically, it addresses the following significant attributes that are related to FAVs: performance expectation, price value, hedonistic motivation, societal influence, locus of control, risk aversion, individual attitude, subjective norm, affective trust, cognitive trust, fully autonomous vehicle technology attractiveness, and affordability, as well as the behavioral intention to use it. To this end, thirteen hypotheses are forwarded and empirically tested.

Keywords: Artificial Intelligence, Attitude, Autonomous Technology, Automobiles, Cars, Fully Autonomous Vehicles, Intelligent Transportation, Intention, Self-Driving Cars, Consumer Behavior, Consumer Marketing, Smart Mobility, and Technology Adoption.

Identifier

FIDC010819

Recommended Citation

Russell, Michael, "What Factors Influence The Consumer Use of Fully Autonomous Vehicles within the U.S.?" (2022). FIU Electronic Theses and Dissertations. 5120.
https://digitalcommons.fiu.edu/etd/5120