Research On The Acceptance Of Fully Autonomous Vehicle Based On Theory Of Planned Behavior And Technology Acceptance Model

With the rapid development of China's economy and the continuous improvement of the level of motorization,and the rapid growth of car ownership,which brings various problems are increasingly prominent.Such as traffic congestion,traffic safety,environmental pollution and other problems have seriously affected consumers' daily travel.The emergence of autonomous vehicles will effectively improve the current traffic problems,which is also a disruptive change in the automobile industry.It will change the traditional travel modes of the public,and have a huge impact on the current society,economy,environment,traffic safety and travel mobility.Whether consumers can use this technology to obtain potential benefits(reducing traffic accidents,improving road capacity,saving travel time,reducing traffic pollution,etc.)depends on the consumer's perception and acceptance of autonomous vehicles,the public's attitude towards autonomous vehicles is directly related to the success of launching.After sorting out and analyzing domestic and foreign literatures,it is found that most of the existing studies on the acceptance of autonomous vehicles are only based on descriptive statistical analysis,without the support of relevant theories and mathematical models,and without analyzing the influence of psychological latent variables on the acceptance of autonomous vehicles.In this paper,we took Chinese consumers as the research object,and combined the Theory of Planned Behavior(TPB)and Technology Acceptance Model(TAM)to study Chinese consumers' Acceptance of autonomous vehicles and explore the key factors influencing consumers' acceptance intentions.In order to obtain empirical data,according to the variables in the two theories and the formulation principles of the scale,a scale for measuring the acceptability of autonomous vehicles was designed,and relevant data were obtained by means of online questionnaires.After that,SEM was used to verify the relationship among potential variables.MIMIC was used to analyze the relationship between socio-economic attribute variables and potential variables,and the effect of each variable on the acceptance intention of autonomous vehicles was discussed.This paper,for the first time,combines the theory of planned behavior and the technology acceptance model to study the field of new technology acceptance.The results prove that this model has strong applicability and can explain 60% variance of the acceptance intention of autonomous vehicles,indicating that this model has strong explanatory power.The research results can provide certain reference value and basis for automobile manufacturers and municipal management departments.