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Is more automation always better? An empirical study of customers' willingness to use autonomous vehicle functions

Author

Listed:
  • Mohamed Souka
  • Daniel Böger
  • Reinhold Decker
  • Christian Stummer
  • Alisa Wiemann

Abstract

Sometime, many (maybe all) vehicles on our streets will drive autonomously - or at least have autonomous functions. However, in the short run, consumers' preferences regarding the automation of pivotal vehicle functions are not entirely clear. This paper accordingly investigates consumers' willingness to use three levels of automation (none, partial, and full) of potentially autonomous vehicle functions (safety, parking prediction, and remote diagnostics). The results show that consumers' willingness to use autonomous vehicle functions is generally the highest for moderately autonomous functions and that the willingness to use these functions decreases above a certain level of autonomy. This paper also finds that this effect is moderated by gender and depends on individual involvement level with respect to autonomous vehicle functions, that is, highly involved consumers are more likely to appreciate autonomous vehicle functions compared with low-involved consumers.

Suggested Citation

  • Mohamed Souka & Daniel Böger & Reinhold Decker & Christian Stummer & Alisa Wiemann, 2020. "Is more automation always better? An empirical study of customers' willingness to use autonomous vehicle functions," International Journal of Automotive Technology and Management, Inderscience Enterprises Ltd, vol. 20(1), pages 1-24.
    • Handle: RePEc:ids:ijatma:v:20:y:2020:i:1:p:1-24
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    Citations

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    Cited by:

    1. Oliver Michler & Reinhold Decker & Christian Stummer, 2020. "To trust or not to trust smart consumer products: a literature review of trust-building factors," Management Review Quarterly, Springer, vol. 70(3), pages 391-420, August.
    2. William Rand & Christian Stummer, 2021. "Agent‐based modeling of new product market diffusion: an overview of strengths and criticisms," Annals of Operations Research, Springer, vol. 305(1), pages 425-447, October.
    3. Sahoo, Debajani & Harichandan, Sidhartha & Kar, Sanjay Kumar & S, Sreejesh, 2022. "An empirical study on consumer motives and attitude towards adoption of electric vehicles in India: Policy implications for stakeholders," Energy Policy, Elsevier, vol. 165(C).
    4. Nicola Bilstein & Christian Stummer, 2020. "Special Section: Multidisciplinary Perspectives on Challenges in Managing Smart Products and Services," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 72(4), pages 479-483, October.
    5. Bathke, Henrik & Hartmann, Evi, 2021. "Accepting a crowdsourced delivery - A choice-based conjoint analysis," Chapters from the Proceedings of the Hamburg International Conference of Logistics (HICL), in: Jahn, Carlos & Kersten, Wolfgang & Ringle, Christian M. (ed.), Adapting to the Future: Maritime and City Logistics in the Context of Digitalization and Sustainability. Proceedings of the Hamburg International Conf, volume 32, pages 65-95, Hamburg University of Technology (TUHH), Institute of Business Logistics and General Management.

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