Silvia Della Santa, Giulia Tagliazucchi, Bernardo Balboni

Autonomous vehicles, perceived risk, and carsharing compatibility: assessing behavioral intention in Italy

Introduction

Autonomous vehicles, perceived risk, and carsharing compatibility: assessing behavioral intention in italy. Analyze Italian behavioral intention for Autonomous Vehicles (AVs), exploring perceived risk and carsharing compatibility. Discover how carsharing significantly impacts AV adoption.

Abstract

Frame of the research. Developed to predict an individual inclination toward a certain type of technology, over the years, a Technology Acceptance Model (TAM) has been enriched with additional context-specific variables to adopt the model to new technologies, as well as integrating with Innovation Diffusion Theory (IDT). This paper relies on both of these to tackle the complex phenomenon of the mass diffusion of Autonomous Vehicles (AVs) and to analyze individual behavioral intention toward AVs.   Purpose of the paper. To our knowledge, few studies have focused on the perceived safety risk associated with AVs, despite the importance of this variable in potentially hindering or hampering the adoption of the technology. In addition, previous research shows that AV technologies could fit well into a carsharing business model, leading to what some authors call a fleet-oriented market. The paper analyzes these aspects as antecedents of the intention to adopt AVs in the future. Methodology. Drawing from an integration of the Technology Acceptance Model with Innovation Diffusion Theory, the proposed research model analyses the effects of Perceived Usefulness, Perceived Ease of Use, Subjective Norm, and Perceived Safety Risk on the intention to use AVs, whilst considering carsharing compatibility as a moderator of the relationships between Perceived Usefulness, Perceived Ease of Use, and Perceived Safety Risk over behavioral intention. A survey on an Italian sample is conducted and data analyzed using SEM. Results. Results, measured over a sample of 361 respondents, suggest that high carsharing compatibility decreases the importance of the Perceived Ease of Use variable for the intention to use AVs, while leading to a deeper consideration of the Perceived Usefulness variable over intention. Overall, carsharing compatibility does matter in fostering the behavioral intention to use AVs in the future. Research limitations. The high technical complexity of Autonomous Vehicles and the fact that they are not fully available make it difficult for respondents to understand, for example, the different levels of automation involved and the implications these technologies could have on daily life. In addition, the study has some limitations that could be addressed in future research initiatives. Managerial implications. This study analyses the intention to use AVs by considering carsharing compatibility within a TAM model: it sheds light on how integrating innovation in the mobility sector could foster the most radical innovations to be accepted. Ultimately, managerial implications deal with the sustainability of local transportation systems that can be redesigned in light of the synergies between different technological innovations. Originality of the paper. Overall, the paper enriches the current debate on the intention to use AVs by offering an integration of TAM with IDT by focusing on the role of carsharing compatibility. In addition, it is based on an Italian sample that, to our knowledge, had not yet been investigated.

Review

This paper presents a timely and relevant investigation into the behavioral intention to adopt Autonomous Vehicles (AVs) in Italy, effectively integrating the Technology Acceptance Model (TAM) with the Innovation Diffusion Theory (IDT). A significant strength lies in its explicit focus on perceived safety risk, a crucial variable often overlooked yet critical for mass adoption. Furthermore, the paper introduces carsharing compatibility as a key moderating factor, offering a nuanced perspective on how AVs might be integrated into future mobility ecosystems. The clear articulation of the research purpose and the novelty of focusing on an Italian sample contribute to the paper's originality and potential impact on both academic discourse and practical applications. The methodology, employing a survey on an Italian sample and analyzed using SEM, appears robust for the stated objectives. The research model meticulously examines the interplay of Perceived Usefulness, Perceived Ease of Use, Subjective Norm, and Perceived Safety Risk, with carsharing compatibility acting as a moderator. The findings are insightful, revealing that high carsharing compatibility not only diminishes the importance of Perceived Ease of Use but also accentuates the role of Perceived Usefulness in shaping adoption intention, ultimately fostering a stronger inclination towards AV use. While the authors acknowledge limitations regarding respondents' understanding of AV technical complexity due to their nascent availability, this inherent challenge is common in research on emerging technologies and does not diminish the value of the empirical insights gained. Overall, this study makes a valuable contribution to the growing literature on AV adoption by offering a comprehensive theoretical framework and empirical evidence from a previously unexamined national context. The managerial implications are particularly pertinent, offering actionable insights for policymakers and industry stakeholders aiming to foster the acceptance of radical innovations in the mobility sector and redesign sustainable transportation systems. By shedding light on the synergies between technological innovation and business models like carsharing, the paper successfully enriches the debate on future mobility solutions and paves the way for further cross-cultural and longitudinal research.

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