The Effect of Robo-taxi User Experience on User Acceptance: Field Test Data Analysis

06/30/2020
by   Sunghee Lee, et al.
0

With the advancement of self-driving technology, the commercialization of Robo-taxi services is just a matter of time. However, there is some skepticism regarding whether such taxi services will be successfully accepted by real customers due to perceived safety-related concerns; therefore, studies focused on user experience have become more crucial. Although many studies statistically analyze user experience data obtained by surveying individuals' perceptions of Robo-taxi or indirectly through simulators, there is a lack of research that statistically analyzes data obtained directly from actual Robo-taxi service experiences. Accordingly, based on the user experience data obtained by implementing a Robo-taxi service in the downtown of Seoul and Daejeon in South Korea, this study quantitatively analyzes the effect of user experience on user acceptance through structural equation modeling and path analysis. We also obtained balanced and highly valid insights by reanalyzing meaningful causal relationships obtained through statistical models based on in-depth interview results. Results revealed that the experience of the traveling stage had the greatest effect on user acceptance, and the cutting edge of the service and apprehension of technology were emotions that had a great effect on user acceptance. Based on these findings, we suggest guidelines for the design and marketing of future Robo-taxi services.

READ FULL TEXT
research
06/17/2023

What drives the acceptance of AI technology?: the role of expectations and experiences

In recent years, Artificial intelligence products and services have been...
research
10/08/2022

A Structural Equation Modeling Approach to Understand User's Perceptions of Acceptance of Ride-Sharing Services in Dhaka City

This research aims at building a multivariate statistical model for asse...
research
12/07/2020

FinTech E-Commerce Payment Application User Experience Analysis during COVID-19 Pandemic

The application of information technology in the era of big data and clo...
research
02/13/2022

Dark User Experience: From Manipulation to Deception

Hassenzahl (2008) defines User Experience (UX) as "the momentary feeling...
research
09/19/2021

Wellbeing supportive design – Research-based guidelines for supporting psychological wellbeing in user experience

While human beings have a right to digital experiences that support, rat...
research
07/04/2022

Inter-relational Model for understanding Chatbot acceptance across retail sectors

Despite the rising interest in chatbots, deployment has been slow in the...
research
04/25/2022

Measuring Discrepancies in Airbnb Guest Acceptance Rates Using Anonymized Demographic Data

In order to make technological systems and platforms more equitable, org...

Please sign up or login with your details

Forgot password? Click here to reset