An Empirical Investigation of Customer Acceptance of Self-driving Cars

The main purpose of this study is to develop and improve a framework utilising network externality and monetary factors in order to provide a theoretical framework for the motivation behind customers’ acceptance of self-driving cars from companies that would service self-driving cars. The survey was conducted after a concept of level 5 of self-driving cars by NHTSA (2016) was explained to respondents. This study examined the impact of network externalities and monetary issues on perceived benefit and sacrifice, including perceived value, trust and intention to use. The results indicated that indirect network externalities have a stronger effect than direct network externalities on the perceived benefit and intention to use. This study also revealed that concerns for safety and privacy were the main barriers to intention to use. Furthermore, the trust and value are considered important factors by consumers who choose self-driving cars; thus, self-driving car makers should consider how to increase these points. This study may offer a comprehensive model for the acceptance of self-driving cars and is expected to help expand and advance the Value-based Adoption Model. This study also provides practical implications for marketing related to customers’ technology acceptance.