媒体传播对无人驾驶汽车用户态度影响实证研究

An empirical study on the influence of media communication on the attitudes of driverless car users

为研究潜在用户对无人驾驶汽车态度的影响因素,以TAM理论为基础并辅以社会认知理论构建无人驾驶汽车潜在用户态度影响因素模型。通过调查两所高校的346名高年级学生样本,利用Smart-PLS 2.0数据分析软件实证该模型和假设。结果表明,大众媒体会显著影响潜在用户对无人驾驶汽车的有用性和易用性感知,并以有用性和易用性感知为中介显著影响态度;大众媒体也会对社会行为规范产生显著影响,并以社会行为规范为中介来影响用户对有用性和易用性的感知,进而显著影响态度。研究还发现潜在消费者对无人驾驶汽车的有用性感知是影响用户态度的主要原因。该研究结论对无人驾驶汽车企业的市场宣传具有一定的理论指导意义。

To study the influencing factors of potential users′attitudes to driverless cars,a model is constructed based on TAM theory and social cognitive theory.The model and hypothesis are verified by investigating a sample of 346 senior students in two colleges by use of the Smart-PLS 2.0 data analysis software.The results show that the mass media can significantly affect the potential users′perceptions of the usefulness and ease of driverless cars,and use the perceptions as mediators to significantly affect the attitudes;the mass media can also have a significant impact on social behavior norms,and use the social behavior norms as mediators to affect users'perceptions of usefulness and ease,and then significantly affect the attitudes.It is also found that the potential consumers'perceptions of usefulness are the main factor affecting their attitudes.The conclusion of this study has certain theoretical guiding significance for the market publicity of driverless car companies.