A study on psychological determinants of users' autonomous vehicles adoption from anthropomorphism and UTAUT perspectives

As the autonomous vehicles technology gradually enters the public eye, understanding consumers' psychological motivations for accepting autonomous vehicles is critical for the development of autonomous vehicles and society. Previously, researchers have explored the determinants of fully autonomous vehicles but the relevant research is far from enough. Moreover, the relationship between anthropomorphism and users' behavior has been ignored to a large extent. Therefore, this study aim to fill the gap by using anthropomorphism and the unified theory of acceptance and use of technology (UTAUT) to explore how system attributes (i.e., perceived anthropomorphism, perceived intelligence) and UTAUT attributes influence consumers' acceptance behavior. The data were collected via questionnaire survey conducted in Beijing, China, which can be a promising early adopter of AVs. Structural equation modeling was used to analyze the data. The results reveal that perceived anthropomorphism and perceived intelligence have a direct positive influence on the adoption of AVs; performance expectancy, effort expectancy, and facilitating conditions have an indirect positive influence on intention to adopt AVs. Also, this research contributes to the literature by enriching studies on psychological determinants of autonomous vehicles' adoption by taking an initial step to highlight anthropomorphism perceptions. This can provide managerial implications for policy-makers and businesses on how to effectively allocate resources to enhance autonomous vehicle adoption.