Customer Intentions Towards Autonomous Vehicles in South Africa: An Extended UTAUT Model

Abstract

Fully Autonomous Vehicles (AVs), or self-driving vehicles, are expected to enter the automobile market in the coming years. This technology is expected to provide society with a range of benefits, from increased mobility for the elderly and adolescents, to decreasing carbon emissions and improving traffic flow. These benefits, however, will not be achieved unless consumers are willing to accept the technology into their lives and daily routine. In acknowledging this potential barrier to AV proliferation, this study developed a modified Unified Theory of Acceptance and Use of Technology (UTAUT) model with constructs Trust in Safety and Hedonic Motivation added. Data was collected by an online questionnaire. Effort expectancy, performance expectancy, facilitating conditions, and social influence were found to have a statistically significant positive influence on behavioural intention, with performance expectancy having the greatest impact. Trust in safety was found to consist of two separate dimensions: fears versus assurances and trust. The findings of this study can be used by government and private sectors to better understand consumers’ current perception of the technology and to introduce supporting legislation accordingly.