ABSTRACT

This study examines the willingness of a sample of 526 current UK non-drivers to travel in driverless vehicles (DVs). Road traffic is predicted to increase between 10%-40% consequent to current non-drivers taking to the road; the new market including individuals who are unable or unwilling to drive: the aged, people with physical and/or mental impairments, and those who possess phobias about driving. Behavioural Reasoning Theory is employed to explore explicit and implicit attitudes of non-drivers towards DVs. Implicit attitudes towards this ‘really new’ product are measured via an Affect Misattribution Procedure (AMP). Sample members completed an online questionnaire containing the AMP plus items on reasons for and against DVs, beliefs and values concerning new technologies, and covariates suggested by literature in the transport marketing field.

摘要

本研究调查了 526 名英国当前非驾驶员样本对乘坐无人驾驶车辆 (DV) 出行的意愿。由于目前没有司机上路，预计道路交通量将增加 10%-40%；新市场包括不能或不愿意开车的人：老年人、有身体和/或精神障碍的人，以及对驾驶有恐惧症的人。行为推理理论被用来探索非驾驶员对 DV 的显性和隐性态度。对这种“真正新”产品的内隐态度是通过影响错误归因程序 (AMP) 来衡量的。样本成员完成了一份在线问卷，其中包含 AMP 以及关于支持和反对 DV 的理由、有关新技术的信念和价值观以及运输营销领域文献建议的协变量的项目。