Understanding users’ willingness to travel on autonomous buses: The moderating effect of experience

The aim of this research is to analyse the factors that influence users' willingness to travel on an autonomous bus (AB). This analysis adopted a mixed-methods approach. The findings indicated that the main antecedents of willingness to travel on an AB are perceived behavioural control, attitud...

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Bibliographic Details
Published in:Journal of retailing and consumer services 2024-11, Vol.81, p.103931, Article 103931
Main Authors: Molinillo, Sebastian, Caballero-Galeote, Lidia, Liébana-Cabanillas, Francisco, Ruiz-Montañez, Miguel
Format: Article
Language:English
Subjects:
Artificial intelligence
Attitude
Autonomous bus
Safety
Trust
Willingness to use
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Summary:The aim of this research is to analyse the factors that influence users' willingness to travel on an autonomous bus (AB). This analysis adopted a mixed-methods approach. The findings indicated that the main antecedents of willingness to travel on an AB are perceived behavioural control, attitude and subjective norms, while the effect of personal innovativeness was seen to be lower. Trust in the AB, and perceived safety, impacted on perceived benefits, and perceived benefits impacted on satisfaction. Seven of the eight relationships proposed in the model were moderated by participants’ experience in the AB pilot test. •Users' perceptions of an autonomous bus (AB) in a real urban traffic scenario.•Behavioural control, attitude and subjective norms impact on willingness to travel.•The effect of personal innovativeness was seen to be lower.•Trust in the AB, and perceived safety, impacted on perceived benefits.•The participants' experiences in the AB pilot test moderated the proposed model.
ISSN:0969-6989
DOI:10.1016/j.jretconser.2024.103931