Urban air mobility (UAM) is expected to become an innovative mode of public transportation. Although multiple factors may facilitate the adoption of UAM, its implementation may be difficult owing to the lack of customer acceptance and usage intentions. This study proposes a research model to explore the effects of trust and customer perceived value on the acceptance of UAM as public transportation. In this study, empirical data from 573 respondents were collected via an online survey. Additionally, thirteen hypotheses on trust and customer-perceived value were presented, and a relationship model was conceptualized and analyzed using structural equation modeling based on the partial least squares method. The results indicated that all thirteen hypotheses proposed in this study were statistically supported and trust in technology and customer perceived value was found to positively influence the intention to use UAM as public transport. Notably, functional, emotional, and social values were found to considerably affect trust in technology and customer-perceived value; specifically, functional value had the greatest impact in this context. The results of this study validate the importance of trust and customer-perceived value, which should be prioritized in the adoption of UAM as a public transportation service.

中文翻译：

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信任和客户感知价值对接受城市空中交通作为公共交通的影响

城市空中交通（UAM）有望成为一种创新的公共交通模式。尽管多种因素可能促进UAM的采用，但由于缺乏客户接受度和使用意愿，其实施可能会很困难。本研究提出了一个研究模型来探讨信任和客户感知价值对城市空中交通作为公共交通的接受度的影响。在这项研究中，通过在线调查收集了 573 名受访者的经验数据。此外，还提出了关于信任和客户感知价值的十三个假设，并使用基于偏最小二乘法的结构方程模型概念化并分析了关系模型。结果表明，本研究提出的所有 13 个假设均得到统计支持，并且发现对技术和客户感知价值的信任对使用 UAM 作为公共交通的意图产生积极影响。值得注意的是，功能、情感和社会价值观对技术信任和客户感知价值有很大影响；具体而言，功能价值在这方面影响最大。本研究的结果验证了信任和客户感知价值的重要性，在采用城市空中交通作为公共交通服务时应优先考虑这一点。