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How different autonomous vehicle presentation influences its acceptance: Is a communal car better than agentic one?

Public acceptance of autonomous vehicles (AVs) is still questionable. Nevertheless, it can be influenced by proper communication strategy. Therefore, our research focuses on (1) the type of information concerning AVs that consumers seek and (2) how to communicate this technology in order to increase...

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Detalles Bibliográficos
Autores principales: Hryniewicz, Konrad, Grzegorczyk, Tomasz
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7478831/
https://www.ncbi.nlm.nih.gov/pubmed/32898137
http://dx.doi.org/10.1371/journal.pone.0238714
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author Hryniewicz, Konrad
Grzegorczyk, Tomasz
author_facet Hryniewicz, Konrad
Grzegorczyk, Tomasz
author_sort Hryniewicz, Konrad
collection PubMed
description Public acceptance of autonomous vehicles (AVs) is still questionable. Nevertheless, it can be influenced by proper communication strategy. Therefore, our research focuses on (1) the type of information concerning AVs that consumers seek and (2) how to communicate this technology in order to increase its acceptance. In the first study (N = 711) topic modeling showed that the most sought for information concern the communion and the agency of AVs. In the second, experimental study (N = 303) we measured the participants’ fear and goal-orientation in relation to AVs. Then, after the manipulation of the AV advertisement (imbued with communal vs agentic content), technology acceptance components (perceived ease of use, perceived usefulness and behavioral intention) were verified. The comparative analysis of the structural model estimates showed that the both participants’ fear and goal-orientation in relation to AVs were associated much more with the acceptance components of the communal AV rather than the agentic one. Therefore, people want to know both whether AVs are communal and agentic, but they are more prone to accept a communal AV than agentic one.
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spelling pubmed-74788312020-09-18 How different autonomous vehicle presentation influences its acceptance: Is a communal car better than agentic one? Hryniewicz, Konrad Grzegorczyk, Tomasz PLoS One Research Article Public acceptance of autonomous vehicles (AVs) is still questionable. Nevertheless, it can be influenced by proper communication strategy. Therefore, our research focuses on (1) the type of information concerning AVs that consumers seek and (2) how to communicate this technology in order to increase its acceptance. In the first study (N = 711) topic modeling showed that the most sought for information concern the communion and the agency of AVs. In the second, experimental study (N = 303) we measured the participants’ fear and goal-orientation in relation to AVs. Then, after the manipulation of the AV advertisement (imbued with communal vs agentic content), technology acceptance components (perceived ease of use, perceived usefulness and behavioral intention) were verified. The comparative analysis of the structural model estimates showed that the both participants’ fear and goal-orientation in relation to AVs were associated much more with the acceptance components of the communal AV rather than the agentic one. Therefore, people want to know both whether AVs are communal and agentic, but they are more prone to accept a communal AV than agentic one. Public Library of Science 2020-09-08 /pmc/articles/PMC7478831/ /pubmed/32898137 http://dx.doi.org/10.1371/journal.pone.0238714 Text en © 2020 Hryniewicz, Grzegorczyk http://creativecommons.org/licenses/by/4.0/ This is an open access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
spellingShingle Research Article
Hryniewicz, Konrad
Grzegorczyk, Tomasz
How different autonomous vehicle presentation influences its acceptance: Is a communal car better than agentic one?
title How different autonomous vehicle presentation influences its acceptance: Is a communal car better than agentic one?
title_full How different autonomous vehicle presentation influences its acceptance: Is a communal car better than agentic one?
title_fullStr How different autonomous vehicle presentation influences its acceptance: Is a communal car better than agentic one?
title_full_unstemmed How different autonomous vehicle presentation influences its acceptance: Is a communal car better than agentic one?
title_short How different autonomous vehicle presentation influences its acceptance: Is a communal car better than agentic one?
title_sort how different autonomous vehicle presentation influences its acceptance: is a communal car better than agentic one?
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7478831/
https://www.ncbi.nlm.nih.gov/pubmed/32898137
http://dx.doi.org/10.1371/journal.pone.0238714
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