기술수용모델을 적용한 자율주행차 수용 의도 영향 요인분석: 교통 시스템에 대한 지각된 감정적 위험과 신뢰를 중심으로

Abstract

Autonomous vehicles have recently attracted considerable attention as a major technological innovation in modern transportation. However, the large-scale adoption of autonomous vehicles depends not only on technological advancement but also on public acceptance. This study empirically analyzes the factors influencing the acceptance of autonomous vehicles in China using the Technological Acceptance Model (TAM). To strengthen the explanatory power of TAM in the context of emerging mobility technologies, social media and perceived emotional risk were included as additional variables. Based on the proposed research framework, 12 hypotheses were developed and tested using survey data collected from 276 Chinese adults. Data were analyzed using SPSS statistical software, and SPSS PROCESS Macro Model 6 was used to examine the mediating relationships within the model. The results show that social media significantly influences perceived usefulness, perceived ease of use, and perceived emotional risk. Furthermore, social media, perceived usefulness, perceived ease of use, and perceived emotional risk all significantly influence the acceptance of autonomous vehicles. The findings extend the TAM framework by integrating information environment and psychological risk factors, offering insights into public acceptance of autonomous vehicle and their implications for future transportation and logistics systems.