Using the Extended Unified Theory of Acceptance and Use of Technology to explore how to increase users’ intention to take a robotaxi

Abstract

AbstractIn recent years, many governments and companies have gradually launched robotaxi projects to help make transportation systems smarter, improve travel efficiency, and reduce travel costs. Robotaxi is a new mode of travel that replaces human driving with machines, freeing up social labour and enriching people’s travel choices. This study employs the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) to understand the influencing factors of users’ adoption and usage of robotaxis in China to facilitate the broader integration of robotaxis into urban transportation systems. This study surveyed the preferences of 2048 respondents and analysed the data through structural equation modelling. The results indicate that performance expectancy, hedonic motivation, and price value are the factors influencing users’ behavioural intentions, while effort expectancy and social influence affect use behaviour. In contrast, habit is an important factor that affect both behavioural intention and actual use behaviour. Based on the findings, we have proposed practical strategies to improve robotaxi services and updated the UTAUT2 model in the context of robotaxi. We suggest that robotaxi operators can promote user acceptance and use by reducing the difficulty of use, improving the cost performance and the ride experience, and making appropriate publicity and guidance.