Stepwise technology adoption by consumers: Example of autonomous driving technology

Abstract

With rapid technological advancement, consumers are confronted with choices when deciding whether to adopt one technological level over another. Previous research on technology acceptance has often overlooked the critical role of “prior experience” in navigating the uncertainties associated with technology adoption. Hence, this study aimed to quantitatively validate consumers’ stepwise technology adoption—an adoption pattern for advancing technologies. Autonomous driving technology (ADT), categorized as Levels 2 and 3, was selected for this investigation. We developed a model drawing on Stimulus-Organism-Response theory to examine how consumers’ current experiences with Level 2 ADT influence their acceptance of not-yet-experienced Level 3 ADT. We conducted an online survey targeting consumers with more than one year of experience using Level 2 ADT, with an analytical sample of 635 participants. Analyses were performed using R version 4.3.1, including descriptive statistics, exploratory and confirmatory factor analyses, structural equation modeling, multigroup analysis, and t-tests. The findings demonstrate that consumers’ experiences with Level 2 ADT significantly shape their expectations of Level 3 ADT and their intentions to adopt Level 3 ADT. The results show that as consumer engagement with Level 2 ADT intensifies, the paths forming expectations for Level 3 ADT are reinforced. This study validates the stepwise technology adoption phenomenon, thus expanding the literature on technology acceptance and suggesting practical implications and strategies to facilitate the adoption of an emerging technology level. Additionally, it has implications for consumer studies by emphasizing consumers’ current technological experiences from which their utility is derived.