Towards a Driverless Future: A Study on Consumer Attitudes Toward Autonomous Vehicles

Year 2025, Volume: 39 Issue: 3, 341 - 358, 15.07.2025

Şirin Gizem Köse

https://doi.org/10.16951/trendbusecon.1674171

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

Sürücüsüz Geleceğe Doğru: Otonom Araçlara Yönelik Tüketici Tutumları Üzerine Bir Araştırma

Abstract

Dijitalleşme ile gelişen otomasyon teknolojisi, günümüzde neredeyse her alanda kullanılmakta, günlük hayatının vazgeçilmez bir parçası haline gelmektedir. Otomasyon teknolojisinin en yeni uygulamalarından biri olan otonom araçlar, ulaşım sistemini temelden değiştirme potansiyeline sahip bir teknolojidir. Otomotiv sektörünün teknoloji ile geçirdiği bu değişim, insanların gerçekleştirdiği sürüş deneyimini otomatikleştirmektedir. Bu çalışmanın amacı otonom araçlara yönelik tutumları inceleyerek, otonom araçların benimsenmesini kolaylaştıran ve zorlaştıran unsurları ortaya çıkarmaktır. Bu kapsamda gerçekleştirilen derinlemesine görüşmelerden elde edilen veriler içerik analizi ile incelenmiş, temalar ortaya çıkarılmıştır. Çalışma sonuçlarına göre otonom araçları benimsemeyi kolaylaştıran faktörler algılanan fayda (çevresel, sosyal, duygusal, toplumsal), algılanan kullanım kolaylığı ve kullanışlılık, kişilik özellikleri ve hayat tarzı, ilgilenim, görünürlük ve yaygınlaşma, denenebilirlik ve yeniliktir. Otonom araçları benimsemeyi zorlaştıran faktörler ise veri gizliliği ve teknoloji endişesi, yüksek fiyat algısı, düşük algılanan kullanım keyfi, güven eksikliği ve belirsizlik olarak ortaya çıkarılmıştır.

Keywords

Nitel Araştırma , Otonom Araçlar , Tüketici Davranışı

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