Analysing the Acceptance of Vehicles with Assisted Driving Technologies: the TAM Approach

Autonomous vehicles (AVs) are positioned as the next major innovation in the automotive industry, with the release of some prototypes being expected in the coming months. While the technology is undoubtedly promising, it is essential to analyse public opinion regarding its acceptance. This study seeks to analyse consumer acceptance using the Technology Acceptance Model (TAM), expanded with relevant external variables. To analyse them, a quantitative research method was applied through an online questionnaire. The survey gathered over 500 answers, from which 269 valid responses were retained for analysis. The data were analysed using a partial least squares structural model (PLS-SEM). The results confirmed all 11 research hypotheses. For the latent variable perceived ease of use (PEOU), the external variables social influence and facilitating conditions were found to have a statistically significant positive influence on PEOU, while the variable anxiety had a negative influence. Regarding PU predictors, both social influence and self-efficacy had a statistically significant positive impact on PU. The core TAM relations (PEOU → PU, PEOU → Attitude, PU → Attitude, PU → Behavioural Intention, and Attitude → Behavioural Intention) were all statistically significant and demonstrated good explanatory power. Additionally, the variable ethical concerns had a statistically significant negative impact on attitude. The model explained 64.7% of the variance (R²) in Behavioural Intention (BI). At the academic level, this study contributed with more knowledge about the acceptance of vehicles with assisted driving technologies, proposing new relations (Ethical Concerns → Attitude) and reinforcing other tested relations. In practice, the study offers value not only to the automotive developers but also to policymakers, highlighting the importance of addressing ethical and emotional questions as well as the technical ones.