Customer Willingness To Travel In Autonomous Vehicles As AI-enabled ServGoods

The development of artificial intelligence promotes the advent of ServGoods.AIenabled ServGoods replace some human services,meanwhile they also create new type of services.However,researches show that customers’ acceptance of the services provided by ServGoods is uncertain.In particular,as the “sputnik of ServGoods”,autonomous vehicles are not welcome by almost half customers according to the researches.Many governments attach great importance to the development of autonomous vehicles.At present,China has incorporated the development of autonomous vehicles into the development strategy.Therefore,to identify the factors which have influences on customers’ willingness to accept autonomous vehicles as AIenabled ServGoods is essential to understand the market in advance and design for high service quality.It is also important to realize the healthy,sustainable development of autonomous vehicles.This study develops and tests a framework of customer willingness to travel in autonomous vehicles(AVs)as AI-enabled ServGoods.This framework identifies the antecedents of customer willingness in terms of both AVs and customers,and explored the relationships between them.On the basis of Role Theory and drawn from related technology acceptance studies,this study explains customers’ acceptance intentions of AVs’ sevice role are influenced by their psychological reactions(trust and emotions)in judging the appropriateness of the expected role performances of AVs(performance efficacy,effort expectation,perceived enjoyment and anthropomorphism).The proposed framework is tested empirially.The results support the framework overall.Findings suggests the positive impacts of performance efficacy and perceived enjoyment and negative impacts of effort expectation on trust and emotions.Both trust and emotions are significant antecedents of customer willingness.