Towards a Driverless Future: A Study on Consumer Attitudes Toward Autonomous Vehicles
Abstract
With the advancement of digitalization, automation technology is now used in almost every field, becoming an indispensable part of daily life. One of the latest applications of automation technology, autonomous vehicles, is a technology with the potential to fundamentally transform the transportation system. This change that the automotive sector has undergone with technology automates the driving experience of people. The aim of this study is to examine the attitudes towards autonomous vehicles and to reveal the elements that facilitate and hinder the adoption of autonomous vehicles. In this context, the in-depth interview data were examined with content analysis and themes were revealed. According to the results of the study, the factors that facilitate the adoption of autonomous vehicles are perceived benefit (environmental, social, emotional, societal), perceived ease of use and usefulness, personality traits and lifestyle, involvement, visibility and penetration, trialability and novelty. The factors that hinder the adoption of autonomous vehicles were revealed as data privacy and technology anxiety, high price perception, low perceived enjoyment of use, lack of trust and uncertainty.
Keywords
Qualitative Research , Autonomous Vehicles , Consumer Behavior
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