Understanding public perceptions of autonomous vehicles: A structural model to urban-rural differences and psychological factors

Autonomous vehicles (AVs) promise the potential to revolutionize road transport by mitigating traffic congestion and greenhouse gas emissions while enhancing accessibility and road safety. However, the adoption and deployment of AVs hinge on public perceptions of this new technology. This study aimed to investigate the disparities between urban and rural areas in China concerning public attitudes towards AVs and the willingness to use them. By collecting 1764 questionnaires, we found that respondents from urban and rural areas showed substantial differences in their attitudes towards and willingness to use AVs. Specifically, urban respondents were more willing to use AVs and held more positive attitudes than their rural counterparts. Additionally, sociodemographic factors such as income and education, road conditions such as the clarity of traffic signs and traffic congestion, as well as perceived benefits, safety, and trust towards AVs, were significantly associated with the willingness to use AVs. Although the presence of bike lanes and road spaciousness were not directly associated with the willingness to use AVs, our results revealed that these factors mediated the relationship between residence and the willingness to use AVs. Our findings highlight the importance of bridging the urban-rural divide in education, income, and road infrastructure during the development and deployment of AVs. Furthermore, given the significantly different attitudes toward AVs between urban and rural areas, policymakers should adopt distinct policy approaches for urban and rural areas when AVs enter the mass market in developing countries in the future.