Research On Factors Influencing Acceptance Of Robotaxi Under Diffusion Of Innovation Theory

In the age of automotive intelligence evolution,robotaxi have become a research hotspot.Their potential commercial and social values have attracted major Internet technology and traditional car companies to join the self-driving field by transforming and upgrading themselves.The trend has been toward the electrification,intelligence,sharing,and mediatization of automobiles.The popularity of robotaxi not only requires strong government advocacy,but also cannot be separated from the public’s attitude and willingness to accept the technology,which has become a social issue worthy of researchers’ attention.We review domestic and international studies on the adoption,innovation,and diffusion of autonomous driving technology.It is found that there are few studies on robotaxi in China.And few empirical studies have examined the mechanisms behind the audience’s acceptance of this innovation.Therefore,this thesis combines the diffusion characteristics of robotaxi,aiming to identify the factors influencing their diffusion and the size of their influence.This study takes robotaxi as a medium object,which uses Rogers’ diffusion of innovation theory as the basic framework to construct a unifying full-text framework.We add some variables from Davis’ technology acceptance model and Bandura’s social perception theory to investigate the influence of robotaxi’s acceptance intention.The research methods mainly include questionnaire and in-depth interview.SPSS software is used to analyze the data to draw the following conclusions.Firstly,personal factors affect the willingness to accept the technology,which differs according to individual innovativeness,gender,age,and education.Secondly,environmental factors affect the willingness,including communication channel and social system.And the latter is better than the former,which include interpersonal communication channel and mass communication channel.And the interpersonal communication has greater influence.Thirdly,the public’s perceived attributes of the technology also affect it,including compatibility,perceived ease of use,and perceived usefulness.The last one has the strongest influence among them,social system ranks second,and next is compatibility,which also verifies the mediating role of perceived usefulness among the variables.Finally,there is a shortage of communication diffusion and willingness to accept for robotaxi.The weak mass communication leads to low public perceived utility of self-driving travel.Fully exploit the role of innovation pioneers,focusing on interpersonal communication and social system impact.The above findings help to propose dissemination recommendations.First,we should pay attention to the specificity of individuals,give full play to innovation pioneers,and focus on interpersonal communication and the social system impact.Second,we should integrate channel communication,improve public technological literacy,and ensure the professionalism of communicated information to help shape individuals’ rational cognition of self-driving cabs,and promote technological communication.Third,we should strengthen technical services,improve the level of users’ perceived utility,increase the use scenarios of self-driving travel,and make Intelligent travel become the way we live.Fourth,we should improve legal regulation to reduce user concerns.Science and technology innovation is the primary productive force.Excellent science and technology communication can improve public scientific literacy and promote the public’s willingness to accept robotaxi,as well as promote the upgrading of production materials and shape the image of a country with strong transportation network.As a result,the study of the effect of science and technology communication will be provided some reference.