확장된 통합기술수용모델을 활용한 자율주행차량 수용 요인에 관한 연구

Abstract

The aim of the study is to analyze the factors influencing the intention of Autonomous Vehicles(AV) for potential customer. A modelling approach of UTAUT(Unified Theory of Acceptance and Use of Technology) is applied to analyze user’s intention for AV. UTAUT is a well-known approach for the analysis of users intention in response to new technology development. In general, four variables(‘Performance Expectancy’, ‘Effort Expectancy’, ‘Social Influence’, ‘Facilitating Conditions’) are included in the modeling UTAUT. In addition to the four variables of UTAUT, we newly include three latent variables(anxiety, perceived price, individual innovativeness) to analyze user’s intention for AV. Some results of the research can be summarized as follows. Firstly, the UTAUT model including three latent variables, was able to significantly improve the explanatory power of the model, compared to the conventional UTAUT model. Secondly, the factor of ‘individual innovativeness’ was the most significant in user’s intention for AV, and ‘Effort Expectancy’, ‘Social Influence’, ‘Performance Expectancy’, and ‘cost’ in the order. Especially, the ‘individual innovativeness’ has more influence than four core variables and should be considered important in the future. Thirdly, in the UTAUT model of the study, the factors of ‘anxiety’ and ‘facilitating conditions’ were insignificant in user’s intention for AV.