Acceptance of connected vehicle technology in emerging markets: A multi-method approach

Abstract

Connected vehicles present a wide range of applications that have the potential to revolutionize the transportation landscape, offering benefits to drivers, passengers, and transportation systems while enabling innovative business models for automakers. Despite these opportunities, consumer acceptance of Connected Vehicle Technologies (CVT) has progressed at a slower pace than anticipated, creating obstacles for automakers in monetizing the associated data. As a result, it becomes essential to determine the factors influencing consumers’ behavioural intention to use CVT, particularly in emerging markets like India. This study addresses this gap by gathering data from various metropolitan cities across India to identify the factors influencing intention to use CVT. Using a multi-method approach incorporating Structural Equation Modelling (SEM) and Fuzzy-Set Qualitative Comparative Analysis (fsQCA), the study reveals that perceived usefulness, perceived ease of use, and brand consciousness serve as core factors driving the intention to use CVT. Meanwhile, perceived enjoyment and social influence function as complementary factors, further supporting this intention. Perceived risks and technology readiness of consumers were not found to influence intention to use CVT. The findings provide valuable insights into consumer behavior concerning advanced transportation technology and offer actionable recommendations to stakeholders to promote the acceptance of CVT.