On Modelling and Investigating User Acceptance of Highly Automated Passenger Vehicles

Highly automated passenger vehicles hold great potential to alleviate traffic congestion, enhance road safety, and revolutionize the travel journey. However, while much attention has been given to the technical aspects of this technology, the investigation of public acceptance remains crucial for successful implementation in the global market. To address this gap, this paper introduces innovative research that explores the predictors influencing consumers’ intention to adopt highly automated passenger vehicles. Through an online questionnaire-based survey conducted among European adults, we extend the Unified Theory of Acceptance and Use of Technology (UTAUT) framework to incorporate three additional constructs: perceived reliability/trust, perceived financial cost, and perceived driving enjoyment. The key findings of this study underscore the significance of driving enjoyment, financial cost, social influences, and reliability/trust as influential predictors of consumers’ intention to adopt highly automated passenger vehicles. By considering these factors, automotive stakeholders can gain valuable insights to develop effective strategies and approaches for the successful implementation of highly automated passenger vehicles in the near future. Last, its innovations pave the way for a transformative shift in transportation, enabling the realization of safer, more efficient, and enjoyable travel experiences for individuals and society as a whole.