A multi-analytical approach to studying customers motivations to use innovative totally autonomous vehicles

Fraser McLeay, Hossein Olya, Hongfei Liu, Chanaka Jayawardhena and Charles Dennis

Technological Forecasting and Social Change, 2022, vol. 174, issue C

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.

Keywords: Autonomous vehicle; Driverless car; Personality traits; Necessity and sufficiency; Innovativeness; Adoption intention (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:174:y:2022:i:c:s0040162521006867

DOI: 10.1016/j.techfore.2021.121252

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