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An Extended Technology Acceptance Model for Investigating Factors Affecting

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An Extended Technology Acceptance Model for Investigating Factors Affecting the Adoption of
Self-Driving Cars
자율주행차 채택에 영향을 주는 요인조사를 위한 확장 기술수용모델 개발

저자 Ismatullaev Ulugbek Vahobjon Ugli, Sangho Kim

(Authors) Ismatullaev Ulugbek Vahobjon U, Sangho Kim

출처 대한인간공학회 학술대회논문집 , 2021.06, 41-44 (4 pages)

(Source)

대한인간공학회
발행처
Ergonomics Society of Korea
(Publisher)

URL http://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE10589822

APA Style Ismatullaev Ulugbek Vahobjon Ugli, Sangho Kim (2021). An Extended Technology Acceptance Model for
Investigating Factors Affecting the Adoption of Self-Driving Cars. 대한인간공학회 학술대회논문집, 41-44.

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 대한인간공학회 2021 춘계학술대회 논문집 Proceedings of 2021 Spring Conference of ESK

자율주행차 채택에 영향을 주는 요인조사를 위한 확장

기술수용모델 개발

Ismatullaev Ulugbek Vahobjon Ugli , 김상호

금오공과대학교 산업공학과

An Extended Technology Acceptance Model for Investigating Factors

Affecting the Adoption of Self-Driving Cars
Ismatullaev Ulugbek Vahobjon Ugli, Sangho Kim
Department of Industrial Engineering, Kumoh National Institute of Technology

ABSTRACT
Objective: To investigate the effects of factors on the adoption of autonomous vehicles (AVs) using a new
extended technology acceptance model. Background: Since self-driving cars are being implemented and
developed to use for driving purposes, it is important to find the factors that can hinder the acceptance of these
technologies. Factors in traditional technology acceptance theories were used to determine the actual use of AVs.
However, factors in behavior theories are not directly observable (latent variables), therefore the effect of
technological factors (manifest variables) on these factors were also studied. In addition, the differences in the
acceptance of AVs regarding various human factors (e.g., education, income, driving experience) were evaluated.
Method: Research hypotheses of the model were proposed to predict acceptance of AVs. Data were collected by
an online survey among 81 residents of South Korea to confirm the hypotheses proposed. Structure Equation
Modeling (SEM) was used to validate the relationship between factors and effects on the adoption of AVs.
Results: The measurement model showed good reliability and validity after model and hypotheses testing results.
A total of 18 of the 25 hypotheses were supported. Moreover, the differences between users who have different
driving experience were observed, while no significant effect of e ducation and income were found.
Conclusion: It is confirmed that behavioral intention is the main determinant of the actual use of AVs, while it is
mostly affected by attitude, subjective norms, and perceived enjoyment. Technological factors, in particular,
compatibility, relative advantage, reliability, and complexity have significant effects on factors in behavior
theories. Users with less experience with driving are highly dependent on other’s opinions and suggestions to use
AVs. It can be helpful for developers to focus on safety risks than privacy, since young adults are not likely to
concern about sharing their data with AVs. Application: Key findings of this study will be used as a basis for
developing a new extended technology acceptance model for self-driving cars.

Keywords: Technology Acceptance, Self-Driving Cars, Behavior Theories, Behavioral Intention, Structural
Equation Modeling

Corresponding author: Sang Ho Kim (kimsh@kumoh.ac.kr)

1. Introduction However, while fully automated driving has not yet

Self-driving cars have received a lot of attention from
developers and researchers in recent years. The reason
is that AVs not only reduce driving-related accidents
caused by human error and provide road safety, but
also give users freedom while driving, and allow them
to focus on other tasks or activities rather than driving.
achieved, it is expected to happen in the near future.
Therefore, evaluating the acceptance of new
technology as early as possible is important (Davis,
Bagozzi, & Warshaw, 1989). Besides, investigating
the factors affecting the acceptance of self-driving
cars can help developers and stakeholders to focus on
parameters to improve and different issues to consider

울산과학기술원 | IP:114.70.8.*** | Accessed 2021/09/06 18:53(KST)

in implementing AVs. A number of technology
acceptance theories to evaluate the adoption of AVs
have been used by scholars. The technology
acceptance model (TAM) is derived from the Theory
of Reasoned Action (Fishbein and Azjen, 1975), and it
explains that the behavioral intention (BI) is
influenced by three factors, such as perceived
usefulness (PU), perceived ease of use (PEOU), and
attitude (ATT) toward use (Davis, 1989). Currently, a Figure 1. Research model and hypotheses
number of extended models of TAM are used to
determine the acceptance of AVs by users. Zhang et al. 2.2. Data collection
(2019a, 2019b) studied the role of trust (TRU),
Data were collected by using an online survey among
subjective norms (SNs), perceived privacy risk (PPR),
81 respondents from South Korea. A total of 45
and perceived safety risk (PSR) in line with PU,
questions, including demographics and questions
PEOU, and attitude by extending the TAM. Moreover,
related to research hypotheses, were given to
Chen et al. (2019) added perceived enjoyment (PE)
participants. After data gathering, model and
and trust to the TAM to determine factors affecting the
hypothesis testing were conducted using Partial Least
decision to use autonomous shuttle services. Besides,
Squares Structural Equation Modeling (PLS-SEM)
the effect of technological factors, such as system
with SmartPLS 3.0. PLS-SEM is a constant tool to
quality, compatibility (COM), relative advantage
verify the validity of the constructs and evaluation of
(RA), complexity (CPL), reliability (REL) on the
the structural relationship among constructs in latent
adoption of AVs was observed (Kaur & Rampersad,
variables analysis (Chin, 1998; Gefen et al., 2000).
2018; Man et al., 2020; Yuen et al., 2020). It was also
found that the acceptance of self-driving cars varied
depending on human factors (e.g., age, gender, 3. Results
education (EDU), income (INC), driving experience 3.1. Reliability and validity
(DE). Considering the above factors, this study aims
The measurement model can be assessed based on
to develop a new extending TAM for the adoption of internal consistency, convergent validity, and
self-driving cars by collecting the factors affecting the
discriminant validity (Barclay, Higgins, & Thompson,
acceptance of AVs which were frequently used by 1995). To assess the measurement model Cronbach’s
scholars, and investigating the effects of these factors
Alpha (CA, recommended value CA>0.7), Composite
on technology adoption. reliability (CR, recommended value CR>0.7), and
Average Variance Extracted (AVE, acceptable value
2. Method
AVE>0.5) were used, since they help to determine the
2.1. Research hypotheses of the proposed model
internal consistency, convergent validity, and
The research model and hypotheses were proposed discriminant validity of the model. Table 1 shows that
using existing articles on acceptance of AVs. We all AVEs are larger than 0.5, while CAs and CRs
evaluated the factors by classifying them into three exceed 0.7. Based on these results, the measurement
different groups based on their effect on technology model of the study shows good reliability and
acceptance models: a) factors in behavior theories, convergent validity (Bagozzi & Yi, 1988; Gefen et al.,
namely PU, PEOU, SNs, TRU, PE, PPR, and PSR 2000). Also, the discriminant validity of all constructs
which are the main determinants of the technology meets the criteria of Fornell and Larker (1981), since
adoption and latent variables; b) technological factors- the levels of the square root of the AVE for each
COM, RA, CPL, and REL which are the controllable construct were greater than the correlation involving
(manifest) variables; c) human factors- EDU, INC and constructs.
DE which are the moderator variables in the Table 1. Construct reliability and validity
acceptance of AVs. Figure 1 shows all research Constructs CA CR AVE
hypotheses and the possible relationships of the above ATT 0.82 0.892 0.735
(a, b, c) factors. AU 1 1 1
BI 0.946 0.965 0.902
COM 0.86 0.914 0.781
CPL 0.747 0.857 0.668
PE 0.914 0.946 0.854
PEOU 0.709 0.794 0.665
PPR 0.854 0.773 0.661
PSR 0.786 0.856 0.665

울산과학기술원 | IP:114.70.8.*** | Accessed 2021/09/06 18:53(KST)

 PU 0.744 0.814 0.687 and PU (=0.325, p<0.01). The significant impacts of
RA 0.729 0.846 0.647 SNs (=0.347, p<0.001), RA (=0.241, p<0.05) were
REL 0.795 0.879 0.709 found on PU, while COM (=0.095, p>0.05) and REL
SNs 0.807 0.886 0.722 (=0.20, p>0.05) showed no significant effects.
Trust 0.792 0.876 0.704
Moreover, it is confirmed that PEOU is significantly
impacted by the COM (=0.508, p<0.001) and CPL
3.2. Structural model analysis
(=-0.311, p<0.001), whereas trust is affected by the
Figure 2 shows the graphic description of the path RA (=0.224, p<0.01), REL (=0.282, p<0.01), and
coefficients. It is shown that BI which is the main PSR (=-0.152, p<0.05). However, the effect of CPL
determinant of AU (=0.637, p<0.001) is significantly (=-0.096, p>0.05) and PPR (=-0.043, p>0.05) on
affected by the ATT (=0.405, p<0.001), SNs TRU were not observed. COM (=0.548, p<0.001)
(=0.424, p<0.01), and PE (=0.203, p<0.05), while and RA (=0.210, p<0.05) showed a significant
the effects of PU (=0.015, p>0.05) and TRU impact on PE.
(=0.016, p>0.05) were rejected. In turn, ATT is As Figure 2 and Table 2 show a total of 18 hypotheses
significantly affected by the PU (=0.318, p<0.01), from 25 were supported according to the study results,
TRU (=0.316, p<0.05), and PE (=0.512, p<0.001). while H4, H5, H6, H8, H10, H12, H13a were rejected
PEOU significantly impacts TRU (=0.326, p<0.01) at the level 0.05 level of significance.

Note: ***p < 0.001; **p < 0.01; *p < 0.05

Figure 2. Results of the structural model. The black lines indicate significant paths; Dotted lines indicate non-significant
paths; Oval-shaped constructs indicate factors with Behavior theories; Rectangular-shaped constructs represents technological
factors and human factors; R2 shows the validity of the research model, i.e., AU (R2=0.52) means 52% of AU can be explained
by BI.
Table 2. Results of research hypotheses H11 RA → PU =0.241* Supported
H1 BI → AU =0.637*** Supported H11a RA → TRU ** Supported
H2 ATT → BI *** Supported H11b RA → PE =0.210* Supported
H3 SNs → BI =0.424** Supported H12 REL → PU  Rejected
H3a SNs → PU *** Supported H12a REL → TRU =0.282** Supported
H4 PU → BI =0.15 Rejected H13 CPL → PEOU *** Supported
H4a PU → ATT ** Supported H13a CPL → TRU =-0.096 Rejected
H5 PEOU → ATT =0.04 Rejected Note: ***p < 0.001; **p < 0.01; *p < 0.05
H5a PEOU → PU ** Supported
H5b PEOU → TRU =0.326** Supported 4. Discussion & Conclusion
H6 TRU → BI  Rejected
H6a TRU → ATT =0.316* Supported In this study, the effects of factors impacting the
H7 PE → BI * Supported
acceptance of AVs were evaluated through an
H7a PE → ATT =0.512*** Supported
H8 PPR → TRU  Rejected extended technology acceptance model. It was found
H9 PSR → TRU =-0.152* Supported that the ATT, SNs, and PE have a positive direct
H10 COM → PU  Rejected impact on BI to use AVs, implying users are likely to
H10a COM → PEOU =0.508*** Supported use an AV when they have a positive attitude, and they
H10b COM → PE *** Supported

울산과학기술원 | IP:114.70.8.*** | Accessed 2021/09/06 18:53(KST)

 perceived the system as enjoyable, fun, and pleasant
to use. In contrast to the traditional technology
acceptance theories, no direct effect of PU on BI was
observed, however, it showed a significant impact on
ATT, in line with TRU and PE. Participants showed
that they would comply with the demands of their
family, friends, and people who are important to them
to use an AV since these people might impact their
perception about the usefulness of self-driving cars.
Also, users are likely to perceive an AV as useful to
them if this technology is easy to use to learn and
operate and does not require mental effort. In addition,
PEOU can also help to shape the trust of the users in
autonomous cars. However, some users are likely to
have less trust since they are worried about the failure
and malfunctions an AV may cause, and they think the
general safety of an AV is worse than conventional
cars. An interesting finding is that the effect of PPR on
the acceptance of self-driving cars was not observed.
This can be explained by the fact that participants of
our study are mostly young adults and these age
groups are already accustomed to providing their
privacy information during the registration on online
applications and services.
Furthermore, it was found that the factors in behavior
theories can be significantly affected by technological
factors. In particular, the RA can increase the trust, PU,
PE of the users about self-driving cars, which means
with the high level of RA users are likely to think AVs
would be more reliable, advantageous, and fun to use
than conventional cars. Moreover, it was confirmed
that the compatibility of the system can help to
improve the level of PEOU and PE about the
technology, while its impact on PU was not confirmed.
While the REL showed a significant impact on trust in
AVs, no significant effect on PU was observed. Also,
it was found that CPL negatively influences the PEOU.
However, the negative effect of CPL on trust in an AV
was not supported, implying users’ trust in an AV does
not depend on the level of CPL.
Besides, the effects of education level, income, and
driving experience on the adoption of the AVs were
evaluated. A significant moderating effect of DE on BI
through SNs was found. It was suggested that the more
users have DE, they will be less dependent to be
influenced by recommendations and encouragements
of other people to use AVs. However, neither direct
nor moderating effects of EDU and INC have been
found in this study. This might be explained by the
small sample size of participants.
To conclude, this study results suggest that the ATT is
the main determinant to predict BI to use AVs, while
it has affected by other factors in behavior theories.
울산과학기술원 | IP:114.70.8.*** | Accessed 2021/09/06 18:53(KST)
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Moreover, the BI to use of AVs among users who have
less DE can be affected by the people who are
important to them. The users’ trust, perception about
usefulness, ease of use, and enjoyment of AVs can be
improved through increasing the COM, RA, and REL
of the system. Since young adults mostly do not
concern about sharing their data with AVs, developers
need to focus on safety issues to eliminate risk
perceptions of self-driving cars among younger age
groups.
Further research will focus on increasing the
reliability and validity of the measurement model and
proposing a newly developed acceptance model of
AVs through engaging more respondents from
different user groups.
Acknowledgements
This research was supported by the Basic Research
Program through the National Research Foundation of
Korea (NRF) funded by the MSIT (2020R1A4A10177
75).
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