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

Lookup NU author(s): Professor Charles DennisORCiD

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).

Abstract

© 2021. 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.

Publication metadata

Author(s): McLeay F, Olya H, Liu H, Jayawardhena C, Dennis C

Publication type: Article

Publication status: Published

Journal: Technological Forecasting and Social Change

Year: 2022

Volume: 174

Print publication date: 01/01/2022

Online publication date: 06/10/2021

Acceptance date: 25/09/2021

Date deposited: 19/11/2024

ISSN (print): 0040-1625

ISSN (electronic): 1873-5509

Publisher: Elsevier Inc.

URL: https://doi.org/10.1016/j.techfore.2021.121252

DOI: 10.1016/j.techfore.2021.121252

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