SHARED AUTONOMOUS VEHICLE TAXI SERVICES: UNPACKING THE ROUTE TO CONSUMER ADOPTION
In this paper, we explore the potential adoption of technology-enabled shared autonomous vehicle (SAV) taxi services. Some industry experts suggest that SAV services are expected to be widely adopted over the next decade; yet consumer likelihood of acceptance is still largely unclear. Rogers '...
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| Veröffentlicht in: | Marketing management journal 2022-10, Vol.32 (2), p.89-108 |
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| creator | Krishnan, Vijaykumar Sullivan, Ursula Y Aurand, Timothy W |
| description | In this paper, we explore the potential adoption of technology-enabled shared autonomous vehicle (SAV) taxi services. Some industry experts suggest that SAV services are expected to be widely adopted over the next decade; yet consumer likelihood of acceptance is still largely unclear. Rogers ' theory of Diffusion of Innovation and Higgins' theory of Regulatory Focus are applied to develop hypotheses that are empirically tested in a survey-based, three-study approach. When controlling for several covariates, technology-friendliness is found to be a leading influencer of adoption-intention. However, this influence is completely mediated by Rogersian drivers of innovation, including relative advantage, compatibility, and complexity. Results also show a three-way interactive moderation among technology-friendliness, promotion-focus, and prevention-focus. Implications for the market acceptance of autonomous taxi services are discussed, as are the theoretical inferences from the analysis. |
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| source | EBSCOhost Business Source Complete |
| subjects | Automation Automobiles Autonomous vehicles Car pools Consumers Generation Z Hypotheses Literature reviews Marketing management Sharing economy Technology adoption |
| title | SHARED AUTONOMOUS VEHICLE TAXI SERVICES: UNPACKING THE ROUTE TO CONSUMER ADOPTION |
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