Browse > Article
http://dx.doi.org/10.5859/KAIS.2021.30.4.95

A Study on the Acceptance Intention of Autonomous Vehicle- Focusing on the Moderating Effect of Consumer Knowledge  

Cho, Sang Lee (동의대학교 유통물류학과)
Bae, Jin Hyun (동의대학교 대학원, 경영정보.e-비즈니스학과, e-비즈니스전공, 인공지능 그랜드 ICT 연구센터)
Jeong, Seok Chan (동의대학교 e-비즈니스학과, 인공지능 그랜드 ICT 연구센터)
Publication Information
The Journal of Information Systems / v.30, no.4, 2021 , pp. 95-118 More about this Journal
Abstract
Purpose This study verified the moderating effect of consumer knowledge in relation to the factors affecting the acceptance intention of autonomous vehicles by adding trust to the United Theory of Acceptance and Use of Technology model for the commercialization of autonomous vehicles. Design/methodology/approach For this purpose, this study conducted a survey on general consumers who are interested in automobiles. A total of 250 questionnaires were distributed and collected, and 242 questionnaires were used for analysis. To test the hypotheses, multiple regression analysis and multiple group analysis were performed. Findings Performance expectations, effort expectations, social influence, and trust were found to have a positive effect on the acceptance intention of autonomous vehicles. In addition, consumer knowledge between performance expectation and acceptance intention and between effort expectation and acceptance intention was confirmed as a variable that can moderate the relationship.
Keywords
United Theory of Acceptance and Use of Technology; Trust; Acceptance Intention; Consumer Knowledge;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Thorbjornsen, H., Supphellen, M., Nysveen, H., and Pedersen, P. E., "Building Brand Relationship Online: A Comparison of Two Interactive Applications," Journal of Interactive Marketing, Vol, 16, No. 3, 2002, pp. 17-34.   DOI
2 Venkatesh, V., Morris, M. G., and Davis, F. D., "User Acceptance of Information Technology: Toward a Unified View", MIS Quarterly, Vol, 27, No. 3, 2003, pp. 425-478.   DOI
3 Verberne, F. M., Ham, J., Midden, C. J., "Trust in Smart Systems: Sharing Driving Goals and Giving Information to Increase Trustworthiness and Acceptability of Smart Systems in Cars," Human Factors, Vol. 54, No. 5, 2012, pp. 799-810.   DOI
4 Ward, C., Raue, M., Lee, C., D'Ambrosio, L., Coughlin, J. F., Acceptance of Automated Driving Across Generations: the Role of Risk and Benefit Perception, Knowledge, and Trust. In: Paper Presented at the 19th International Conference on Human-Computer Interaction, Vancouver, Canada, 2017.
5 Wu, H. C., Ai, C. H., and Cheng, C. C., "Experiential Quality, Experiential Psychological States and Experiential Outcomes in an Unmanned Convenience Store," Journal of Retailing and Consumer Services, Vol, 51, No. 3, pp. 409-420.
6 Adell, E., "Driver Experience and Acceptance of Driver Support Systems: A Case of Speed Adaption", Ph.D. thesis, Lund University, 2009, Lund, Sweden.
7 Schwab, K., The Fourth Industrial Revolution, Crown Business, 2017.
8 Thompson, R., Higgins, C., and Howell, J., "Personal Computing:Toward a Conceptual Model of Utilization," MIS Quarterly, Vol. 15, No. 1, 1991, pp. 125-143.   DOI
9 이혜령, 정현영, "확장된 통합기술수용모델을 활용한 자율주행차량 수용 요인에 관한 연구," 국토계획, 제53권, 제5호, 2018. pp. 73-86.
10 박일순, 안현철, " UTAUT 기반 모바일 신용카드 서비스의 사용자 수용 모형에 관한 연구," e-비즈니스 연구, 제13권, 제3호, 2012, pp. 551-574.
11 Gefen, D., "E-commerce: The Role of Familiarity and Trust," Omega, Vol. 28, No. 6, 2000.
12 장현용, 고준, "고령자의 스마트폰 활용행동에 영향을 미치는 요인:통합기술수용모델(UTAUT)을 중심으로," 정보시스템연구, 제26권, 제1호, 2017, pp. 143-169.
13 https://www.joongang.co.kr/article/24131358#home
14 Ajzen, I., "The Theory of Planned Behavior, Organizational Behavior and Human Decision Processes," Organizational Behavior and Human Decision Processes, Vol. 50, No. 2, 1991, pp. 179-211.   DOI
15 Althuizen, N., "Using Structural Technology Acceptance Models to Segment Intended Users of a New Technology:Propositions and an Empirical Illustration," Information System Journal, Vol. 28, No. 5, 2018, pp. 879-904.   DOI
16 Anderson, J. C., and Gerbing, D. W., "Structural Equation Models in Practice: A Review and Recommended Two Step Approach," Psychological Bulletin, Vol. 103, 1988, pp. 411-423   DOI
17 Chung, D., Cho, T. S., and Kang, J., "The Linkage Between TMT Knowledge Diversity and Firm-level Innovation: The Role of Organisational Search Scope and Managerial Discretion," International Journal of Technology Management, Vol, 78, Np. 3, 2018, pp. 208-233.   DOI
18 Curtale, R., Liao, F., van der Waerde, P., "User Acceptance of Electric Car-sharing Services: The Case of the Netherlands," Transportation Research Part A: Policy & Practice, Vol. 149, 2021, pp. 266-282.   DOI
19 Gefen, D., Karahanna, E., and Straub, D. W., "Trust and TAM in Online Shopping:An Integrated Model," MIS Quarterly, Vol. 27, No.1, 2003, pp. 51-90.   DOI
20 Bollen, K. A., "Wiley Series in Probability and Mathematical Statistics. Applied Probability and Statistics Section. Structural Equations with Latent Variables," Oxford, England: John Wiley & Sons, 1989.
21 Helldin, T., Falkman, G., Riveiro, M. and Davidsson, S., "Presenting System Uncertainty in Automotive Use for Supporting Trust Calibration in Autonomous Driving", In Proceedings of the 5th International Conference on Automotive User Interfaces and Interactive Vehicular Applications, Eindhoven, Netherlands, Oct. 28-30, 2013, pp. 210-217.
22 Henseler, J., Hubona, G., Ray, P.A., "Using PLS Path Modeling in New Technology Research: Updated Guidelines," Industrial Management & Data Systems, Vol. 116, No. 1, 2016, pp. 2-20.   DOI
23 Jing, P., Xu, G., Chen, Y., Shi, Y., and Zhan, F., "The Determinants Behind The Acceptance of Autonomous Vehicles: A Systematic Review," Sustainability, Vol. 12, No. 5, 2020, p.1.
24 Kaye, S. M., Lewis, I., Forward, S., and Delhomme, P., "A Priori Acceptance of Highly Automated Cars in Australia, France, and Sweden: A theoretically-informed Investigation Guided by The TPB and UTAUT," Accident Analysis and Prevention, Vol. 137, 2020, pp.1-2.
25 김문태, "4차 산업혁명 신제품 소비자 수용에 대한 연구," 경영과 정보연구, 제38권, 제2호, 2019, pp. 165-182.
26 김보라, 박현선, 김상현, "크라우드펀딩 참여와 구전의도에 대한 실증적 분석:플랫폼 신뢰를 중심으로," 정보시스템 연구, 제30권, 제2호, 2021, pp. 1-27.
27 Gatignon, H., and Robertson, T. S., "Innovative Decision Process," in Handbook of Consumer Behavior, Robertson, Thomas S., and Kassarjian, Harold H., eds. Englewood Cliffs, NJ: Prentice-Hall, 1991.
28 Zhang, T., Tao, D., Qu, X, Zhang, X., Zeng, J., Zhu, H., and Zhu, H., "Automated Vehicle Acceptance in China: Social Influence and Initial Trust Are Key Determinants," Transportation Research Part C: Emerging Technologies, Vol. 112, pp. 220-233.
29 Dai, J., Li, R., and Liu, Z., "Does Initial Experience Affect Customers' Intention to Use Autonomous Vehicles? Evidence From a Field Experiment in Beijing," Accident Analysis and Prevention, Vol. 149, 2021, pp. 1-9.
30 장정아, 최정윤, "설문기반 원격자율주행 서비스의 사용자 수용성연구," 한국통신학회지, 제39권, 제3호, 2021, pp. 56-63.
31 Zeithaml, V. A., "Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence," Journal of Marketing, Vol, 52, No. 3, 1988, pp. 2-22.   DOI
32 Buckley, L., Kaye, S.-A., Pradhan, A. K., "Psychosocial Factors Associated with Intended Use of Automated Vehicles: A Simulated Driving Study," Accident Analysis and Prevention, Vol. 115, No. 3, 2018, pp. 202-208.   DOI
33 김진우, "자율주행에서의 제조물책임에 관한 몇 가지 법률문제," 소비자문제연구, 제49권, 제2호, 2018, pp. 17-29.
34 김해연, 성동규, "자율주행자동차 구매의도에 미치는 영향요인 연구," 한국콘텐츠학회논문지, 제18권, 제3호, 2018, pp. 81-100.   DOI
35 배병렬, "구조방정식 모델 이해와 활용," 청람, 2011.
36 오종철, "가치기반수용모형 기반 AR기술의 사용-확산에 관한 실증적 연구: 긍정적 기술준비도의 조절효과 검정," e-비즈니스 연구, 제18권, 제5호, 2017, pp. 225-244.
37 이정우, 김은홍, "중소기업의 소셜미디어에 대한 인식이 활용의도 및 실제 활용에 미치는 영향," 한국IT서비스학회지, 제14권, 제1호, 2015, pp. 195-215.   DOI
38 장멍, 반영환, "스마트 리테일 공간에서의 혁신기술이 고객 경험에 미치는 영향에 관한 연구-사용자의 기술 인지가 스마트 고객 경험에 미치는 영향에 대한 연구를 중심으로," 한국디자인문화학회지, 제25권, 제2호, 2019, pp. 505-518.
39 곽준식, 김영조, "제품지식수준과 시기적 적합성의 상호작용이 계절상품의 광고효과에 미치는 영향," 소비문화연구, 제9권, 제3호, 2006, pp. 23-39.
40 Merat, N., Jamson, A.H., Lai, F.C., Carsten, O., "Highly Automated Driving, Secondary Task Performance, and Driver State," Human Factors, Vol. 54, No. 5, 2012, pp. 762-771.   DOI
41 Moore, G. C., and Benbasat, I., "Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation," Information Systems Research, Vol. 2, No. 3, 1991, pp. 63-74.   DOI
42 Pakusch, C. Stevens, S, Boden, A., and Bossauer, P., "Unintended Effects of Autonomous Driving: A Study on Mobility Preferences in the Future," Sustainability, Vol. 10, No. 7, 2018, pp. 2404.   DOI
43 이재관, "자율주행 자동차 동향과 전망," 융합연구정책센터, 융합 WeeklyTIP, 2015, pp. 1~8.
44 Lee, J. H., Lee, D. H., Park, Y. R., Lee, S. W., and Ha, T. H., "Autonomous Vehicles Can Be Shared, but a Feeling of Ownership is Important: Examination of the Influential Factors for intention to Use Autonomous Vehicles," Transportation Research Part C: Emerging Technologies, Vol. 107, No. 2, 2019, pp. 411-422.   DOI
45 박춘식, 박현숙, "자율주행자동차 수용 및 구매의도의 영향요인에 관한 연구," 로지스틱스 연구 제28권, 제4호, 2020, pp. 13-28.   DOI
46 삼정KPMG 경제연구원, "자율주행이 만드는 새로운 변화", 제69권, 2020
47 손준우, 박명옥, "부분 자율주행자동차의 운전자 모니터링 시스템 안전기준 검증을 위한 운전 행동 분석," 자동차안전학회지, 제13권, 제1호, 2021, pp. 38-44.   DOI
48 유인목, "지능형 홈네트워크의 확산과정에서 혁신특성이 사용자의 저항 및 수용에 미치는 영향에 관한 실증적 연구: 사용자의 지식수준 및 수용단계의 조절효과를 중심으로," 경희대학교 박사학위논문, 2011.
49 정인구, 손조기, 윤성준, "혁신제품 수용의향에 고나한 연구: 통합기술수용이론, 기술준비도와 가치기반수용모델을 중심으로," 마케팅관리연구, 제27권, 제4호, 2020, pp. 89-121.
50 Izumida, R., "구글은 왜 자동차를 만드는가," 미래의 창, 이수형 옮김, 2015.
51 https://www.news1.kr/articles/?4405258
52 Ajzen, I., and Fishbein, M., "Understanding Attitudes and Predicting Social Behavior," Englewood Cliffs, 1980.
53 Blankesteijn, M., De Jong, F., and Bossink, B., "Closed-open Innovation Strategy for Autonomous Vehicle Development," International Journal of Automotive Technology and Management, Vol. 19. No. 1-2, 2019, pp. 74-103.   DOI
54 전진명, "자율주행자동차의 하자 또는 결함의 판단기준," 한국비교사법학회, 제26권, 제4호, 2019, pp. 109-144.
55 Alba, J. W., and Hutchinson, J. W., "Dimensions of Consumer Expertise," Journal of Consumer Research, Vol, 13, No. 4, 1987, pp. 411-454.   DOI
56 Bagozzi, R. P., and Yi, Y. J., "On the Evaluation of Structural Equation Models," Journal of the Academy of Marketing Science, Vol. 16, No. 1, 1988, pp. 74-94.   DOI
57 Zmud, J., Sener, I. N., Wagner, J., "Self-driving Vehicles: Determinants of Adoption and Conditions of Usage," Journal of the Transportation Research Board, 2565, 2016, pp. 5764.
58 Nordhoff, S., Madigan, R., van Arem, B., Merat, N., and Happer, R., "Interrelationships Among Predictors of Automated Vehicle Acceptance: A Structural Equation Modelling Approach," Theoretical Issues in Ergonomics Science, Vol. 22, No. 4, 2020, pp. 1-26.
59 Venkatesh, V., Davis, F., and Morris, M. G., "Dead or alive? The Development, Trajectory and Future of Technology Adoption Research," Journal of the Association for Information Systems, Vol, 8, No. 4, 2007, pp. 267-286.   DOI
60 Venkatesh, V., Thong, J. Y. L., and Xu, X., "Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology", MIS Quarterly, Vol. 36, 2012, pp. 157-178.   DOI
61 Lopez-Nicolas, C., Molina-Castillo, F. J., and Bouwman, H., "An Assessment of Advanced Mobile Services Acceptance: Contributions from TAM and Diffusion Theory Models," Information Management, Vol. 45, No. 6, 2015, pp. 359-364.   DOI
62 Rahman, M. M., Lesch, M. F., Horrey, W. J., and Strawderman, L., "Assessing The Utility of TAM, TPB, and UTAUT for Advanced Driver Assistance Systems," Accident Analysis and Prevention, Vol. 108, 2017, pp. 361-373.   DOI
63 Pelegrin-Borondo, J., Reinares-Lara, E., and Olarte-Pascual, C., "Assessing The Acceptance of Technological Implants The Cyborg: Evidences and Challenges," Computers in Human Behavior, Vol, 70, 2017, pp. 104-112.   DOI
64 Choi, J. K. and Ji, Y. G., "Investigating the Importance of Trust on Adopting an Autonomous Vehicle", International Journal of Human-Computer Interaction, Vol. 31, No. 10, 2015, pp. 692-702.   DOI
65 이성남, "제4차 산업혁명 기술 발달과 보험법의 대응 - 자율주행자동차의 등장과 법적쟁점, 향후 법적 과제에 관한 연구-," 보험법연구, 제15권, 제2호, 2021, pp. 81-125.
66 Reinartz, W. J., and Kumar, V., "On The Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing," Journal of Marketing, Vol. 64, No. 3, 2000, pp. 17-35.   DOI
67 Rogers, E. M, "Diffusion of Innovation," New York: Free Press, 1983.
68 Rogers, E. M., "Lessons for Guidelines From the Diffusion of Innovations," Joint Commission Journal of Quality and Patient Safety, Vol, 21, No. 7, 1995, pp. 324-328.
69 Adler, M. W, Peer, S., and Sinozic, T., Autonomous, Connected, Electric Shared vehicles (ACES) and Public Finance, An Explorative Analysis, Tinbergen Institute Discussion Papers 19-005/VIII, Tinbergen Institute. 2019, pp. 13-26.
70 Rao, A., and Monroe, K. B., "The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations," Journal of Consumer Research, Vol. 15, No. 2, 1988, pp. 253-264.   DOI