Abstract
There is a broad international research interest in the study of consumer acceptance of self-driving technology. Most researchers use questionnaires based on different versions of TAM and UTAUT models to investigate this topic. However, the vast majority of respondents fill out the questionnaires, without any first-hand experience of self-driving technology. Addressing this limitation, the authors offered their participants a short test drive as passengers in a self-driving vehicle. In addition to the questionnaires, in the course of these trials they collected real-time electroencephalography (EEG) and eye movement data from each participant. A linear regression model revealed high explanatory power (97%), when physiological measurements were combined with a follow-up UTAUT-2 questionnaire. The results suggest that when surveys are combined with in real-time in-situ measurements, explanatory variables for technology adoption relate to experience and emotion. Neuroscientific measures may play an important role in detecting the latter.
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