Examining autonomous vehicle adoption: A media-based perception and adoption model

Abstract

The primary goal of this study was to explore the factors that influence customers’ intentions to adopt autonomous vehicles (AVs). This research aimed to conceptualize behaviors related to AV adoption by utilizing the media-based perceptions and adoption model (MPAM) as a theoretical framework. 307 Malaysians with driver’s licenses and at least eighteen years old were the respondents of this study and data were statistically analyzed using PLS-SEM and fsQCA which are recognized as linear and non-linear approach respectively. The results from PLS-SEM indicate that social media (SM) has a positive impact on customers’ trust and subjective norms (SN). Trust subsequently affects perceived usefulness (PU), while subjective norms positively influence both perceived usefulness and perceived enjoyment (PEN) and negatively impact perceived risk (PR). Additionally, the findings confirm that the intention to adopt autonomous vehicles (IAV) is significantly influenced by perceived usefulness and enjoyment. However, there was no significant relationship between perceived risk and the intention to adopt autonomous vehicles. fsQCA, on the other hand, identified eleven combinations of conditions that effectively generate a high level of Autonomous Vehicles (AVs) adoption intention. Moreover, fsQCA uncovered two key antecedents perceived enjoyment and perceived usefulness which were found to be necessary conditions for the development of most combinations leading to a high level of AVs adoption intention. Hence, fsQCA complements PLS-SEM and provides deeper insights, thereby enhancing the accuracy of this study’s findings. Consequently, the results of this study are applicable to all stakeholders involved in policy formulation and implementation for AVs development in developing economies.