Integrated Acceptance Model for On-demand Car Functions: exploring determinants of drivers' acceptance

. This research paper investigates the factors influencing drivers' acceptance of on-demand car functions (ODCFs) and proposes an integrated acceptance model specific to the ODCFs context. While limited marketing research has explored consumer responses to ODCFs, understanding the determinants of consumers' intention to accept ODCFs is crucial. Existing acceptance models, although effective in explaining variances in consumer behavior, need to be adapted and extended to enhance explanatory power in individual contexts. To address this gap, a comprehensive literature review on ODCFs and related domains was conducted, identifying 74 acceptance factors. Drawing upon the Unified Theory of Acceptance and Use of Technology (UTAUT), the Car Technology Acceptance Model (CTAM), and the identified factors, a multi-level acceptance model tailored to the ODCFs context was developed. At the meso-level, the baseline model incorporates factors such as exposure to ODCFs, domain-specific, symbolic-affective, and moral-normative factors. The micro-level pertains to distinct individual variance components, encompassing socio-demographic attributes, travel behavioral patterns, personality dispositions, and technological inclinations. These micro-level determinants exert a discernible influence on the factors situated at the meso-level of analysis. A partial model that considers cross-level influences and advocates for multi-level research to examine the contextual factors' impacts on acceptance empirically is proposed to operationalize the model. By adopting this approach, researchers can gain deeper insights into the acceptance of ODCFs and shed light on the mechanisms underlying consumer behavior in this specific context.