Consumer knowledge and acceptance of advanced driver assistance systems

• Published in: Transportation research. Part F, Traffic psychology and behaviour Traffic psychology and behaviour, 2022-10, Vol.90, p.300-311
• Main Authors: Kaye, Sherrie-Anne, Nandavar, Sonali, Yasmin, Shamsunnahar, Lewis, Ioni, Oviedo-Trespalacios, Oscar
• Format: Article
• Language: English
• Subjects: Driver behaviour; Education; Human factors; Knowledge; Technology Acceptance Model; Training
• ISSN: 1369-8478; 1873-5517
• DOI: 10.1016/j.trf.2022.09.004

•Examined how personal car users are informed about ADAS in Australia.•56% participants reported not seeking out information about ADAS prior to purchase.•Owners’ manual and trial and error most reported approaches to learn about ADAS.•Time spent with salesperson did not influence level of understanding of ADAS.•More work is required to educate consumers about the functionality of ADAS. This research aimed to examine how personal car users are informed about Advanced Driver Assistance Systems (ADAS) in Australia, and the extent to which information received at point of sale influenced the level of understanding and adaptation of ADAS. Further, this study applied the Technology Acceptance Model (TAM) to assess drivers’ intentions to use ADAS within the next month. Participants were required to have purchased a new or second-hand vehicle within the past five years and which had at least one of the following five ADAS: autonomous emergency braking, lane departure warning, adaptive cruise control, blind spot monitoring, and rear cross traffic alert. Participants (N = 217, Mage = 47.87 years, 149 male) completed a 20-minute online questionnaire. The findings revealed that 122 (56%) participants reported not seeking out any information about ADAS prior to purchasing their vehicle. Further, the most reported approaches used by participants to learn about their vehicle’s ADAS were through the owner’s manual (n = 121, 55%) and via trial and error (n = 117, 54%). It was also found that total time spent with the salesperson in explaining ADAS features did not influence drivers’ level of understanding of ADAS or number of days to adapt to the ADAS in their vehicle. However, and consistent with the TAM, perceived usefulness and perceived ease of use were significant positive predictors of intentions to use ADAS within the next month. It was also found that participants who learnt about these technologies either via reading the owner’s manual, trial and error, or a verbal explanation at point of sale appeared to be more frequently classified as reporting higher acceptance of ADAS than those participants who did not use those learning methods. Given that technology in vehicles will continue to advance, it is vital that more work is conducted to educate drivers about the functionality of ADAS. Further, it is also important to communicate where buyers of personal cars can go and find accurate and reliable information about ADAS.