Evaluating Initial Public Acceptance of Highly and Fully Autonomous Vehicles

The autonomous vehicle (AV) is expected to dramatically increase road safety. Understanding the public's initial perceptions and acceptance of AV is imperative because these aspects are likely to determine the future evolution of AVs. This study focuses on public perceptions and acceptance of the two highest levels of vehicle automation - highly autonomous vehicle (HAV) and fully autonomous vehicle (FAV). We drew from the conversation on trust and developed a psychological model to explain three acceptance measures, namely, general acceptance, behavioral intention to use, and willingness to pay (WTP). Using a between-subject survey (N = 742), we determined that the respondents held a stronger belief of benefits from FAV than from HAV. Trust in AV retained a direct effect as well as an indirect effect (mainly through perceived benefit) on the three acceptance measures. In comparison with perceived risk, perceived benefit exerted a higher direct effect on AV acceptance and a higher mediating effect on the trust-acceptance relationship. A prediction analysis further demonstrated that the model exhibited acceptable predictive capability for public acceptance. We drew certain implications for increasing AV acceptance.