자율주행자동차 수용의도의 결정요인: 가치기반수용모델(VAM) 관점

Abstract

The advancement of artificial intelligence technology is bringing us closer to the commercialization of autonomous vehicles. Therefore, there is a great need to identify the determinants that affect the acceptance intention of autonomous vehicles. This study empirically analyzed the causal relationships between the dependent variable, the intention to accept, and the perceived ease of use, playfulness, safety, and perceived risk as independent variables influencing the acceptance of autonomous vehicles, mediated by perceived value and trust, based on the value-based acceptance model (VAM). The main findings are as follows. First, perceived ease of use, safety, and perceived risk have a positive effect on perceived value. Second, playfulness has a positive effect on trust. Third, perceived value was found to have a statistically significant effect on trust, and trust was found to affect intention to accept. The main implications are that the advantages of transportation using autonomous vehicles are attractive enough to provide time and space convenience for individuals, so it is important to ensure safety in order to positively use autonomous vehicles. Recognizing the value of the various functions of autonomous vehicles will naturally increase their credibility and induce consumer favor. Therefore, in order to positively accept the value of using autonomous vehicles and increase the willingness to accept them, it is necessary to focus on securing credibility.