The Relationship between Innovative Technology and Driver’s Resistance and Acceptance Intention for Sustainable Use of Automobile Self-Driving System

Abstract

The purpose of this study was to empirically analyze the relationship between the characteristics of innovative technology, innovation resistance, and acceptance intention of automobile autonomous driving systems by applying the technology acceptance model (TAM), a representative innovative technology in the era of the 4th Industrial Revolution. A survey was conducted on drivers living in Seoul, Korea, and the following main results were derived based on the survey data for 567 people. First, the perceived usefulness and perceived ease of use of the autonomous driving system were found to have a significant negative effect on innovation resistance, but the perceived risk factors did not have a significant effect on innovation resistance. Second, it was found that the driver’s innovation resistance to the autonomous driving system had a significant negative effect on the acceptance intention. Third, the perceived risk of the autonomous driving system directly had a significant negative effect on the acceptance intention, but the perceived usefulness and perceived ease of use did not directly significantly affect the acceptance intention. Through this study, it was confirmed that resistance to innovative technologies can play an important role in enhancing the acceptance intention for sustainable use of automobile autonomous driving systems by drivers.