Exploring User Attitudes and Behavioral Intentions towards Augmented Reality Automotive Assistants: A Mixed-Methods Approach

As augmented reality (AR) technology is increasingly permeating the automotive industry, this study investigates users’ attitudes towards AR automotive assistants and their impact on usage behavior. Using the theory of reasoned action (TRA) and integrating insights from the Kano model, critical factors driving user acceptance and engagement were identified. The research reveals that trust in AR technology, perceived utility, and ease of interaction are prioritized by users. Clustering analysis identified three distinct user groups: a ‘Safety-Conscious Group’, a ‘Technology Enthusiast Group’, and an ‘Experience-Seeking Group’, each displaying unique preferences towards AR features. Additionally, a support vector machine (SVM) model effectively predicted user behavior with a training set accuracy of 89.96%. These findings provide valuable insights for the design and marketing of AR automotive assistants, acknowledging both essential features and delighters identified through the Kano model. By understanding user preferences and expectations, tailored AR solutions can be developed to enhance user satisfaction and adoption rates in the automotive sector. Moreover, this research contributes to the sustainable development goals related to the automotive industry by fostering innovation in vehicle technology, promoting eco-friendly driving practices, and enhancing overall mobility efficiency.