It's the journey and not the destination: How non-driving activity options in a fully autonomous car impact on technology acceptance
(A2024-117749)

AUTHORS

Anna Weber, DHBW Center of Advanced Studies; Ramona Mauch, DHBW Center of Advanced Studies; Marc Kuhn, Baden-Wuerttemberg Cooperative State University Stuttgart

ABSTRACT

With the advent of fully autonomous cars (AC), interest in how consumers will utilize their newfound free time while in transit grows. Manufacturers aim to provide attractive non-driving related activities (NDRA) to enhance the customer experience and purchase decisions. Our study seeks to address a critical research gap by investigating the influence of NDRA on the acceptance of autonomous cars, since previous research focussed on general acceptance of AC. This study employs an adapted version of the acceptance model of Nastjuk et al. (2020) to examine the impact of NDRA on acceptance. In a standardized online survey in Germany, 238 data records were collected for analysis. Results reveal that the possibility of performing work-related activities significantly increases motivation and perceived usefulness, positively impacting the intention to use AC. In contrast, relaxation, sports, and entertainment activities have minimal or negative effects on perceived usefulness and motivation.