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자율주행자동차 수용 및 구매의도의 영향요인에 관한 연구

Influencing Factors on Acceptance and Purchase Intention for Autonomous Vehicle

박현숙|박춘식
한국로지스틱스학회 (Korea Logistics Society)|2020.08|로지스틱스연구 (Korean Journal of Logistics)|제28권 제4호|pp. 13-28|DOI 10.15735/kls.2020.28.4.002

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키워드

Purchase intentionAutonomous vehicleAcceptance intentionEco-friendlinessAutonomous Vehicle Acceptance Model
주제분류경영학

초록

This study analyzed the influential factors of the autonomous vehicle acceptance and purchasing intention by autonomous vehicle acceptance model (AVAM). To perform this study, 554 persons who have driver's license were analyzed by using structural equation model (SEM). The reliability and validity of the research model were verified, and the model fit was also appropriate for hypothesis verification. Research result reveals that acceptance intention and purchase intention are positively affected by performance expectancy, hedonic motivation and anxiety. On the other hand conducted analysis shows that effort expectancy did not have influence on the acceptance and purchase intention. Through the analysis of the mediating effect on acceptance intention, it was carried out that performance expectancy, hedonic motivation and anxiety directly and indirectly influences to purchase intention. The analysis of the moderating effect on eco-friendliness attitude was also studied to have a moderating effect on all independent variables except for the effort expectancy. Based on the AVAM model, this study found that the hypothesis of the preceding study was mostly supported except effort expectancy. The result achieved that performance expectancy, hedonic motivation, anxiety, facilitating condition and eco-friendliness had a statistically meaningful relationship with acceptance and purchase intention in Korea autonomous vehicle and above findings could suggest small direction for further autonomous vehicle study.

Abstract

This study analyzed the influential factors of the autonomous vehicle acceptance and purchasing intention by autonomous vehicle acceptance model (AVAM). To perform this study, 554 persons who have driver's license were analyzed by using structural equation model (SEM). The reliability and validity of the research model were verified, and the model fit was also appropriate for hypothesis verification. Research result reveals that acceptance intention and purchase intention are positively affected by performance expectancy, hedonic motivation and anxiety. On the other hand conducted analysis shows that effort expectancy did not have influence on the acceptance and purchase intention. Through the analysis of the mediating effect on acceptance intention, it was carried out that performance expectancy, hedonic motivation and anxiety directly and indirectly influences to purchase intention. The analysis of the moderating effect on eco-friendliness attitude was also studied to have a moderating effect on all independent variables except for the effort expectancy. Based on the AVAM model, this study found that the hypothesis of the preceding study was mostly supported except effort expectancy. The result achieved that performance expectancy, hedonic motivation, anxiety, facilitating condition and eco-friendliness had a statistically meaningful relationship with acceptance and purchase intention in Korea autonomous vehicle and above findings could suggest small direction for further autonomous vehicle study.

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