A multi-analytical approach to studying customers motivations to use innovative totally autonomous vehicles
A multi-analytical approach to studying customers motivations to use innovative totally autonomous vehicles
Increasing technological innovation means level 5 fully autonomous vehicle pods (AVPs) that do not require a human driver are approaching reality. However, the adoption of AVPs continues to lag behind predictions. In this paper, we draw on Mowen’s (2000) 3M model taking a multi-analytical approach utilising PLS-SEM and fuzzy set qualitative comparative analysis, to investigate how personality trait sets motivate consumers to adopt AVPs. Based on a survey of 551 US respondents, we identify four necessary traits and five combinations of traits that predict adoption. We contribute to consumer psychology theory by advancing the understanding of the motivational mechanisms of consumers’ adoption of autonomous vehicles that are triggered and operationalised by personality traits and conceptualising innovativeness as a complex multidimensional construct. From a managerial perspective, our findings highlight the significance of incorporating elements that are congruent with target customers’ personality traits, when designing, manufacturing and commercializing innovative products.
Adoption intention, Autonomous vehicle, Driverless car, Innovativeness, Necessity and sufficiency, Personality traits
McLeay, Fraser
b1dfb462-bfa0-4f74-8b9e-5c874d38d055
Olya, Hossein
9280d9dc-7f10-4196-bbd7-3e1e917cd1d6
Liu, Hongfei
7d65edcf-20c9-452a-83c2-8b545b12f68c
Jayawardhena, Chanaka
4784a35a-cbc4-47df-ad75-2bf654463b76
Dennis, Charles
031cd89c-5783-4f22-aad9-6f901473fc27
January 2022
McLeay, Fraser
b1dfb462-bfa0-4f74-8b9e-5c874d38d055
Olya, Hossein
9280d9dc-7f10-4196-bbd7-3e1e917cd1d6
Liu, Hongfei
7d65edcf-20c9-452a-83c2-8b545b12f68c
Jayawardhena, Chanaka
4784a35a-cbc4-47df-ad75-2bf654463b76
Dennis, Charles
031cd89c-5783-4f22-aad9-6f901473fc27
McLeay, Fraser, Olya, Hossein, Liu, Hongfei, Jayawardhena, Chanaka and Dennis, Charles
(2022)
A multi-analytical approach to studying customers motivations to use innovative totally autonomous vehicles.
Technological Forecasting and Social Change, 174, [121252].
(doi:10.1016/j.techfore.2021.121252).
Abstract
Increasing technological innovation means level 5 fully autonomous vehicle pods (AVPs) that do not require a human driver are approaching reality. However, the adoption of AVPs continues to lag behind predictions. In this paper, we draw on Mowen’s (2000) 3M model taking a multi-analytical approach utilising PLS-SEM and fuzzy set qualitative comparative analysis, to investigate how personality trait sets motivate consumers to adopt AVPs. Based on a survey of 551 US respondents, we identify four necessary traits and five combinations of traits that predict adoption. We contribute to consumer psychology theory by advancing the understanding of the motivational mechanisms of consumers’ adoption of autonomous vehicles that are triggered and operationalised by personality traits and conceptualising innovativeness as a complex multidimensional construct. From a managerial perspective, our findings highlight the significance of incorporating elements that are congruent with target customers’ personality traits, when designing, manufacturing and commercializing innovative products.
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Accepted/In Press date: 25 September 2021
e-pub ahead of print date: 6 October 2021
Published date: January 2022
Additional Information:
Publisher Copyright:
© 2021
Copyright:
Copyright 2021 Elsevier B.V., All rights reserved.
Keywords:
Adoption intention, Autonomous vehicle, Driverless car, Innovativeness, Necessity and sufficiency, Personality traits
Identifiers
Local EPrints ID: 451612
URI: http://eprints.soton.ac.uk/id/eprint/451612
ISSN: 0040-1625
PURE UUID: 2101c65f-1502-4009-a654-9b0ab73723c9
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Date deposited: 14 Oct 2021 16:31
Last modified: 17 Mar 2024 06:52
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Contributors
Author:
Fraser McLeay
Author:
Hossein Olya
Author:
Chanaka Jayawardhena
Author:
Charles Dennis
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