자율주행 자동차 채택의 영향 요인: TR, TAM, TPB의 통합 모델 중심

초록

Purpose: With the imminent commercialization of Level 3 autonomous vehicles, the need for research on consumer perceptions regarding autonomous vehicle acceptance and adoption is required. Many studies have attempted to apply consumer behavior theories to examine how people with certain tendencies perceive autonomous vehicles positively and how their perceptions of autonomous vehicles ultimately affect purchase intentions. In this study, an integrated model of TR, TAM, and TPB was presented to supplement the limitations of existing studies and to provide a more systematic and comprehensive analysis of the relationships among the relevant variables. Research design, data, and methodology: The data used for the analysis of this study were collected through an online survey of Embrain, a domestic research institute, and 212 valid samples were collected. The collected data were analyzed using PLS-SEM. The characteristics of respondents were identified using the frequency analysis of SPSS 22 statistical package program, and reliability and validity analysis and structural equation model were analyzed using SmartPLS 3.0. Results: The result showed that innovativeness and optimism had a positive impact on perceived usefulness and perceived ease of use. Perceived ease of use had a positive impact on perceived usefulness and attitude, and perceived usefulness had a positive impact on attitude. Attitude, subjective norm, perceived behavior control, and external locus of control had a positive impact on purchase intention, but sensation seeking had no impact on purchase intention. Implications: The results showed that the integrated model of TR, TAM, and TPB presented in this study can be effectively applied to explain consumers’ intention to purchase autonomous vehicles. The model of this study is an attempt to understand consumers’ perceptions of autonomous vehicles from various aspects and perspectives. The results of this study are expected to provide important and practical implications for autonomous vehicle-related companies and marketers who want to promote the adoption and diffusion of autonomous vehicles.

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