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【背景】多个国家和地区已经展开无人驾驶汽车的测试和试运营，部分城市已出现了无人驾驶出租车服务。无人驾驶汽车相关的法律、社会、交通等问题被广泛讨论，公众的使用意愿对无人驾驶汽车的普及和推广具有重要意义。文献分析发现，心理和行为因素对无人驾驶汽车的接受度和使用意愿的影响不可忽视。【目标】为响应国家发展战略并推动无人驾驶技术的商业化应用，研究旨在探讨无人驾驶试运营背景下潜在消费者使用意愿的影响因素，并揭示影响路径关系。【方法】以涉入度理论与SOR模型为基础理论，设计了心理行为实验，引入无人驾驶形象、认知涉入度、情感涉入度、使用意愿四个潜变量，通过Credamo见数的HBO心理行为实验平台进行实验数据收集，获得了320份有效问卷，并运用影响因素分析、差异性分析、中介作用检验、结构方程模型等方法对数据进行了分析。【结果】研究结果表明：（1）科普类和体验类宣传视频均显著提升了无人驾驶的形象和使用意愿；（2）科普类视频在提升认知涉入度方面的效果优于对情感涉入度的提升效果，而体验类视频在提升情感涉入度方面的效果优于对认知涉入度的提升效果；（3）无人驾驶形象对认知涉入度和情感涉入度具有显著的正向影响，认知涉入度和情感涉入度对使用意愿具有显著的正向影响；（4）认知涉入度和情感涉入度作为中介变量，间接影响无人驾驶形象对使用意愿的效应。【应用】研究结果为进一步提高无人驾驶汽车的使用意愿和制定无人驾驶汽车推广策略提供参考。
Abstract：[Background] The testing and pilot deployment of autonomous vehicles have been initiated in various countries and regions, with autonomous taxi services already operational in some cities. Issues surrounding autonomous vehicles, including legal, social, and traffic-related concerns, are widely debated. Public willingness to adopt autonomous vehicles isvital to their broader acceptance and commercialization. Literature review highlights that psychological and behavioral factors significantly affect the acceptance and usage intention of autonomous vehicles.[Objective] In alignment with national development strategies and to facilitate the commercialization of autonomous driving technology, this study aims to identify factors that affect potential consumers 'willingness to use autonomous vehicles within the context of pilot operations, as well as to uncover the underlying pathways of these effects. [Methods]Based on involvement theory and the Stimulus-Organism-Responsemodel, a psychological behavior experiment was designed that incorporates four latent variables: autonomous driving image, cognitive involvement,emotional involvement, and usage intention. Data were obtained using the HBO psychological behavior experiment platform provided by Credamo, which yielded 320 valid responses. [Results]Various data analysis techniques were employed, including factor analysis, differential analysis,mediation effect testing, and structural equation modeling.The results indicate that(1) both informational and experiential promotional videos significantly improve the image of autonomous driving and the willingness to use it;(2) informational videos are more effective in enhancing cognitive involvement than in improving emotional involvement, whereas experiential videos are more effective in enhancing emotional involvement than in improving cognitive involvement;(3) the image of autonomous driving exerts a significant positive effect on both cognitive and emotional involvement; both cognitive and emotional involvement exert a significant positive impact on the willingness to use;(4) cognitive involvement and emotional involvement serve as mediating variables that indirectly determine the effect of the image of autonomous driving on the willingness to use. [Application]The findings of this study provide valuable insights for enhancing the willingness to adopt autonomous vehicles and for developing strategies to promote their widespread adoption.
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基本信息:
DOI：10.19961/j.cnki.1672-4747.2024.11.015
中图分类号:U463.6
引用信息:
[1]邢祥玉,张春勤,姚文彬.认知与情感涉入对无人驾驶汽车使用意愿的影响[J].交通运输工程与信息学报,2025,23(01):146-159.DOI:10.19961/j.cnki.1672-4747.2024.11.015.
基金信息:
国家自然科学基金项目（72274178,71901196）; 浙江省哲学社会科学规划课题（24NDJC177YB）
2025-01-06
2025-01-06
2025-01-06