Investigating autonomous vehicle acceptance among young adults in China

Autonomous vehicles (AVs) are expected to transform future mobility systems. Understanding how users respond to AVs is crucial for successful deployment, particularly in high-potential markets such as China. While many studies have examined general consumer acceptance of AVs, little attention has been paid to the unique perceptions and behaviors of young users. This study focuses on Chinese young adults, a key demographic who are both digitally literate and future-oriented in their mobility choices. To investigate the psychological, contextual, and behavioral factors influencing AV acceptance in this group, we developed an autonomous vehicle acceptance model (AVAM). The model extends the technology acceptance model (TAM) by incorporating eight additional constructs: perceived trust, willingness to pay, curiosity, prior knowledge, social influence, perceived risk, driving experience, and driving pleasure. Data were collected through a survey of 738 licensed drivers aged 18 to 35 in China. Structural equation modeling was employed to evaluate the model. The results confirm that perceived usefulness, perceived ease of use, and especially perceived trust significantly affect intention to use AVs. Curiosity and social influence positively shape trust and usability perceptions, while perceived risk has a negative impact on trust. Driving experience negatively impacts perceived usefulness, while driving pleasure reduces perceived ease of use. This study contributes to the literature by contextualizing TAM within a specific demographic and cultural framework. It also provides practical insights for AV practitioners and policymakers seeking to promote younger users’ adoption in emerging markets.