Explaining Commuters’ Acceptance of Autonomous Vehicles Using the UTAUT2 Model: A Case Study of Seoul, South Korea

Abstract

This study explores the public acceptance of autonomous vehicles (AVs) using the Unified Theory of Acceptance and Use of Technology 2 framework. Drawing on survey data from 1000 commuters in Seoul, South Korea, this study examines the influence of performance expectations, effort expectations, social influence, hedonic motivation, and facilitating conditions on the behavioral intention to adopt AVs. Structural equation modeling reveals that hedonic motivation (β = 0.56, p < 0.001), price value (β = 0.47, p < 0.001), and performance expectancy (β = 0.64, p < 0.001) are critical determinants of AV acceptance. Additionally, risk perception negatively impacts behavioral intention (β = −0.25, p < 0.001), while policy support (β = 0.51, p < 0.001) and facilitating conditions (β = 0.46, p < 0.001) demonstrate substantial positive influences. Demographic analysis highlights age and gender as significant moderators, with younger users prioritizing performance expectancy and being more sensitive to risk, while older users exhibit a shift from hedonic to utility-driven motivations as they age. Women exhibit greater sensitivity to policy support and economic factors, while men respond more strongly to environmental considerations. In addition, prior experience with advanced driver assistance systems amplifies the influence of enjoyment on facilitating conditions, whereas inexperienced users are more affected by perceived risks. These findings underscore the importance of tailored interventions that address demographic variations, enhance user satisfaction, and balance cost-effectiveness with safety assurances. This study provides insights into actionable strategies for policymakers and industry leaders to promote AV adoption and support the evolution of sustainable urban mobility systems.