JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
An Integrated Approach for Predicting Consumer Acceptance of Self-Driving Vehicles in the United States
Author(s): Kevin Elliott, Juan (Gloria) Meng, Mark Hall
Citation: Kevin Elliott, Juan (Gloria) Meng, Mark Hall, (2021) "An Integrated Approach for Predicting Consumer Acceptance of Self-Driving Vehicles in the United States," Journal of Marketing Development and Competitiveness, Vol. 15, Iss. 2, pp. 10-20
Aricle Type: Research paper
Publisher: North American Business Press
Recent advances in automotive automation technology have made self-driving vehicles technically feasible. As automotive technology continues to evolve, self-driving vehicles are projected to be available for purchase within the United States by 2030. This study proposes and tests an integrated consumer adoption model in an effort to better understand factors that may influence a consumer’s intention to use a self-driving vehicle. An 18-item questionnaire was developed for this study. A survey was then conducted using Qualtrics (n = 1,050). Results show that facilitating conditions significantly impact both performance expectancy and effort expectancy of self-driving vehicles. The resulting performance expectancy and effort expectancy subsequently have a strong influence on attitude towards a self-driving vehicle. Attitude then directly impacts the intention to use a self-driving vehicle. Implications are discussed that should be beneficial to marketers of self-driving vehicles.