外部信息和内在价值对无人驾驶汽车用户信任和态度的影响

The Impact of External Information and Intrinsic Value on the Trust and Attitude of Driverless Car Users

为研究社交媒体对无人驾驶技术潜在用户态度的影响。本文在理论研究基础上提出融合TAM理论双路径模型,并构建社交媒体对潜在用户态度影响因素假设理论模型。通过调查北京市两所高校的356名高年级学生样本,利用Smart PLS 3.0进行计算验证该模型和假设。结果表明,社交媒体不直接显著影响潜在用户对该技术的信任和态度,但以技术信任和感知有用性、感知易用性、主观规范效应为中介作用显著影响态度;社交媒体显著影响潜在用户对无人驾驶技术的易用性认知和主观规范,并以易用性认知和主观规范效应为中介显著影响有用性认知;感知有用性和主观规范效应均能以直接或间接效应显著影响态度,感知易用性只能以感知有用性和技术信任为中介显著影响态度;模型研究还发现技术信任和感知有用性是人们对无人驾驶技术态度变化的主要影响因素。

This paper is to study the impact of social media on the potential user attitudes of driverless technology.Based on the theoretical research,this paper proposes a two-path model of TAM theory and constructs a hypothetical theoretical model of the influence factors of social media on potential users.The model and hypothesis were verified by using Smart PLS 3.0 calculations by investigating 356 senior students from two universities in Beijing.The results show that social media does not directly affect the trust and attitude of potential users to the technology,but significantly affect the attitude mediated by technical trust and perceived usefulness,perceived ease of use,and subjective normative effect;social media significantly affects potential users’perception of usability and subjective norms of driverless technology,and uses usability and subjective normative effects as mediators to significantly affect usefulness perception;both perceived usefulness and subjective normative effects can significantly affect attitudes with direct or indirect effects.Perceived ease of use can only significantly influence attitudes through perceived usefulness and technical trust.Model research also finds that technical trust and perceived usefulness are the main influencing factors of people’s attitude changes on driverless technology.