Behavior Intention of Consumers toward Self-driving Car Using TAM

Abstract

This study uses the technology acceptance model(TAM) as its base to examine the future behavior intention of consumers toward self-driving cars. A Self-driving car is operated by multiple advanced systems which may be a combination of three-dimensional mapping, sensor technology, path planning and other complex technologies. In extending the TAM, issues of acceptability and perceived trust were included as external variables. The study utilized a survey of 149 South Koreans in their 20s and 30s, age ranges selected to catch up with fast-changing trends in technology. The results suggest that when people have acceptability of self-driving car is established, it leads to attention and behavior intention but the mediating effects of perceived ease of use toward perceived usefulness disappeared. In addition, when people perceive trust regarding a self-driving car, whether the car is perceived as useful or perceived as easy to use, their trust leads directly to behavior intention. However, the low coefficient level indicated for the concept that “learning to operate the self-driving car would be easy' leads to the conclusion that education materials should be provided to support easier learning.