Exploring perceived value's impact on attitudes in autonomous public transportation services: a multi-dimensional approach

초록

As the growth of autonomous transportation services and customer acceptance has become increasingly important in the autonomous transportation industry, many studies have been conducted based on diverse theories of technology adoption. This study explores the relationships among the three sub-dimensions of perceived value, attitudes, and behavioral intention concerning autonomous public transportation services (APTS), based on the value-attitude-behavior framework. It examines the moderating effects of the need for interaction and traffic risk perception on the multi-dimensional aspects of perceived value, attitude, and behavioral intention. Data were collected from 270 valid responses in the US, considering the size and growth of APTS. Functional, emotional, and social values positively influenced attitudes toward APTS. Multi-group analysis indicated the moderating role of the need for interaction and traffic risk perception, particularly concerning functional value. This study makes a unique contribution by investigating how multi-dimension of customer perceived value is related to the autonomous transportation industry.

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