无人驾驶汽车购买意愿研究

Research on Purchase Intention of Automated Vehicles

为深入了解公众对无人驾驶汽车(AVs)的接受度,从AVs购买意愿的角度,基于感知利益-感知风险理论框架,相较于普通燃油汽车或电动汽车,引入技术兴趣和享受驾驶两个心理特征潜变量作为影响公众对AVs购买意愿的特有心理因素,构建结构方程模型,分析公众对AVs购买意愿的影响因素。通过偏好陈述(SP)调查,研究结果表明:(1)感知利益和技术兴趣对AVs购买意愿有显著正向影响;(2)技术兴趣对感知利益有显著正向影响,并间接调节感知利益对购买意愿的作用;(3)感知风险对购买意愿有显著负向影响,而享受驾驶对购买意愿、技术兴趣影响不大。在此基础上,从政策与商业两方面提出针对AVs推广的相关对策建议,如预先推广无人驾驶的特殊车辆、特定路段的无人驾驶公交车辆等,同时增加AVs的价值利益推广,以及加强对AVs功能、搭载配备等技术升级开发,实现更高级别的人机交互等,以促进消费者提高对AVs的购买意愿。

In order to deeply understand the public adoption of automated vehicles (AVs), from the perspective of purchase intention, this paper constructs a structural equation model (SEM) based on perceived benefit-perceived risk theoretical framework to analyze the influencing factors of purchase intention of AVs. Compared with ordinary fuel vehicles or electric vehicles, technology interest and enjoy driving are introduced as two psychological latent variables which are special for AVs to expand this model. Through stated preference (SP) survey, the results show that: (1) Perceived benefit and technology interest have a significant positive impact on purchase intention. (2) Technology interest has a significant positive impact on perceived benefit and indirectly modulates the effect of perceived benefit on purchase intention. (3) Perceived risk has a negative impact on purchase intention, while enjoy driving has little influence on purchase intention or technology interest. On this basis, from the policy and commercial aspects, the paper puts forward countermeasures and suggestions for the promotion of AVs, for examples, specific automated vehicles or automated buses on specific road sections can be promoted in advance, at the same time increase the promotion of AVs value benefits, and strengthen the AVs function, carrying equipment and other technology upgrading development, realize a higher level of human-computer interaction, so as to promote consumer willingness to buy AVs.