Factors Influencing Consumer Willingness to Use AI-Driven Autonomous Taxis

Abstract

The advancement of autonomous driving technology, particularly Tesla’s launch of its new Robotaxi, marks a transformation in transportation. Understanding the theoretical mechanisms that drive consumers’ intention to use autonomous taxis is essential. This study develops a structural equation model (SEM), extending the applicability of the TAM and TPB model, and incorporates external factors like attitudes, subjective norms, traffic efficiency, and perceived cost–benefit into the model to analyze their impact on consumers’ perceived characteristics (perceived usefulness and perceived ease of use). A survey of 427 valid responses revealed that attitudes, subjective norms, and perceived cost–benefit all have significant positive impacts on perceived usefulness and ease of use, which, in turn, are the primary drivers of consumers’ intention to use. Additionally, perceived risk significantly weakens the positive effects of perceived usefulness and ease of use on the intention to use, underscoring its critical moderating role in the technology acceptance process. This paper suggests strategies to enhance consumer acceptance, including strengthening user perception through marketing and public experience activities, optimizing technology to improve user experience, reinforcing safety and privacy measures to reduce perceived risk, and highlighting the insurance mechanism, convenience, and economic benefits of autonomous taxis in marketing.