The purpose of this paper is to inform researchers who are examining the adoption of autonomous vehicle technology and to provide marketing insights for developers and manufacturers of such vehicles and their ancillary technologies.,This study assesses consumer attitudes and behavioral intentions regarding autonomous vehicles (AV) by applying the consumer version of the unified theory of acceptance and use of technology (UTAUT2). We validate the model through a behavioral research study (n = 1,154).,The findings suggest that attitude toward AV is primarily formed through performance expectancy, effort expectancy, social influence and hedonic motivation. Furthermore, the level of autonomy has limited effects on attitude.,This is the first study to examine attitudes toward AV through the theoretical lens of UTAUT2. Additionally, this study provides insights into consumer perceptions and the corresponding effects on attitude by moderating the level of autonomy.

中文翻译：

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从驾驶员协助到全自动驾驶：研究消费者对自动驾驶技术的接受程度

本文旨在为正在研究自动驾驶技术采用情况的研究人员提供信息，并为此类汽车及其辅助技术的开发商和制造商提供营销见解。本研究评估了消费者对自动驾驶汽车（AV）的态度和行为意图通过应用消费者版本的技术接受和使用统一理论（UTAUT2）。我们通过一项行为研究（n = 1,154）验证了该模型。研究结果表明，对AV的态度主要是由预期表现，预期努力，社会影响力和享乐动机形成的。此外，自主程度对态度的影响有限。这是首次通过UTAUT2的理论视角来检验对AV态度的研究。此外，