| Autonomous vehicles powered by artificial intelligence technology are expected to be put into commercial use soon,thereby improving social welfare in all aspects.However,current research on consumer acceptance of autonomous vehicles lacks attention to the application of autonomous driving technology itself.This study focuses on the impact of the application of autonomous driving technology on consumers’ driving enjoyment,and proposes that sense of control mediates the impact of driving mode on consumers’ driving enjoyment,and the psychological ownership and driving purpose moderate this mechanism.The above mechanism is verified by five experiments.In experiment 1a,this paper establishes the relationship between driving modes(autonomous driving mode vs.manual driving mode)and driving enjoyment through online investigation.In experiment 1b,this study simulates the real driving environment through VR technology and conducts field experiments to verify the relationship between driving mode and driving enjoyment.In Experiment 2,this study further verified the role of sense of control in the influence of driving mode on driving enjoyment,and verified the uniqueness of sense of control.In experiment 3,this study adopted the experimental design of 2(automatic driving mode vs.manual driving mode)×2(private vs.shared)to verifies the moderating effect of vehicle ownership.In experiment 4,this study adopted the experimental design of 2(automatic driving mode vs.manual driving mode)×3(commuting purpose vs.no purpose vs.tourist purpose)to verifies the moderating effect of driving purpose.This study found that autonomous driving mode(compared with manual driving mode)reduces consumers’ driving enjoyment,and this mechanism is mediated by the sense of control.Further,through vehicle ownership and driving purpose two moderating mechanism research,this study put forward the corresponding management enlightenment. |
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