Using Online Videos to Improve Attitudes toward Shared Autonomous Vehicles: Age and Video Type Differences

Abstract

Future adoption of shared automated vehicles (SAVs) should lead to several societal benefits, but both automated vehicles (AVs) and ridesharing must overcome their barriers to acceptance. Previous research has investigated age differences in ridesharing usage and factors influencing the acceptability and acceptance of AVs. Further complicating our understanding of SAV acceptance, much of the public lack accurate knowledge and/or actual experience regarding AVs. In this study, we employed a 3 (age group) × 4 (video condition) longitudinal mixed experimental design to investigate age differences in anticipated SAV acceptance after viewing different types of introductory videos related to AVs (educational, experiential, or both) or currently available ridesharing provided by transportation network companies (control). Younger, middle-aged, and older adults were randomly assigned to watch (1) an educational video about SAV technologies and potential benefits, (2) an experiential video showing an SAV navigating traffic, (3) both the experiential and educational videos or (4) a control video explaining how current ridesharing services work. Attitudes toward SAVs (intent to use, trust/reliability, perceived usefulness, perceived ease of use, safety, desire for control, cost, authority, media, and social influence) were measured before and after viewing the video(s). Significant differences in how SAV attitudes changed were found between the educational and experiential video conditions relative to the control video and between different age groups. Findings suggest that educational and/or experiential videos delivered in an online format can have modest but significant improvements to their viewers’ attitudes toward SAVs—particularly those of older adults.