Despite the benefits of autonomous vehicles (AVs) in improving consumer mobility, AV adoption remains in its infancy. Drawing on the technology acceptance model, dual-process theory, and diffusion of innovation theory, this study investigates the antecedents and consequences of consumer engagement with an AV.
To test the hypotheses, data were collected from a sample of 355 consumers, which was analyzed using structural equation modeling.
The findings reveal a positive effect of heightened perceived AV usefulness and ease of use on consumer engagement. In turn, the effects of consumer-perceived AV usefulness and ease of use on AV engagement are contingent on consumers' speed of switching intent to an AV, with this speed exerting a dual moderating effect. The findings also show that consumers who engage with an AV tend to display higher AV-related trust and a higher willingness to pay for an AV.
This study extends the technology acceptance model by examining the moderating role of consumers' speed of switching intent on the relationships between consumer-perceived AV usefulness and ease of use, and their engagement, trust, and willingness to pay for an AV. While building on established theoretical relationships, the study offers context-specific insights into consumers' AV adoption dynamics.
