Non-user acceptance of autonomous technology: A survey of bicyclist receptivity to fully autonomous vehicles

Abstract

Whereas the information systems literature mainly has focused on the individual user acceptance of technology, this study focuses on non-user acceptance, termed technology receptivity. Autonomous vehicles (AVs) represent an emerging technology that challenges individual technology user acceptance. Whereas AVs promise several advantages, their success is conditioned on public trust. AVs impact not only those who use them but also those who share the environment with them, such as bicyclists. Empirical research has been characterized by several competing constructs aimed at explaining AV receptivity. In this article, we (1) review extant research on the receptivity of AVs, and (2) develop and validate a model of AV receptivity. A cross-sectional survey of 219 bicyclists showed empirical support for the model. The model can be a useful tool for the AV industry and policymakers in need of assessing the likelihood of success for a wider AV diffusion and help them understand intervention strategies to address populations that may be less inclined to accept the new technology on public roads. We offer several recommendations for future research on refining the measurement instrument and enhancing our understanding of AV and autonomous technology receptivity.