Abstract
The technology of autonomous vehicles (AV) has a strong potential of changing the existing market paradigms and carry new challenges. This study addresses the diffusion of AV technology using the Rogers' (1995) innovations diffusion model in order to better understand the factors that can trigger a higher adoption rate and increase diffusion. The results indicate that research on this topic is still scarce and strongly dispersed, thus not yet prepared to form the defining characteristics of the innovations diffusion model. At the end of this article, a theoretical framework and future research venues are offered.
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