Why do drivers resist the use of partial automation features? A perspective from psychological reactance theory

Autonomous vehicles equipped with automation driving assistance features are attracting significant public attention for their safety, innovation, and efficiency. While existing research has explored how individuals’ cognition of autonomous vehicles influences their acceptance or adoption intention, there is limited understanding of drivers’ post-purchase usage behavior, particularly their resistance to using automation features. Taking the lens of psychological reactance theory, this research investigates the impact of driver type and car class on resistance to using automation features. We conducted a survey (N=391) and found that drivers with limited experience exhibit higher resistance to using these features compared to experienced drivers. This effect is mediated by the perceived threat to driving freedom and is moderated by car class. Specifically, this effect only holds for economy cars but not high-end cars. Our findings can help managers develop personalized recommendations for consumers regarding autonomous vehicles, and provide a reference for designing driver assistance systems tailored to car class.