Abstract
This study develops a theoretical model, integrating technology acceptance model (TAM) and adoption theories and other factors to examine the determinants of Chinese tourists’ behavioural intention to accept autonomous vehicle (AV). Considering Chinese consumers’ behavioral preferences and the reality of this study, a questionnaire is to be designed in electronic version, which will be provided to the respondents through the popular online questionnaire survey platform Wenjuanxing, and distributed through social platforms.
This study will examine consumer perceptions and attitudes in China towards the autonomous vehicle that could fundamentally change tourism-related mobility and tourists’ experience in China in the near future. The study examines variables concerning individual traits as well as social influences as well as recognised tourism factors including the hedonic motivation of tourists. The technology acceptance model (TAM) is enchanced to explore the importance of group conformity given the Chinese culture and background as well as the potential impacts of other factors that influence Chinese tourists' intention for adoption autonomous vehicle. In addition, this study investigates the moderating effects of demographic factors (gender, education, income, the number of private cars owned by a family, and travel frequency) on the relationships between independent variables and AV adoption intention.
This study aims to contribute to the research literature by providing an increased understanding of tourists’ preferences in AV adoption. Chinese consumers comprise a unique subculture that exerts a considerable influence on the market and are treated as a collective group by research, the understanding of the basic issues related to travel mode choice for AV remains insufficient in China, there is still a lack of literature on the factors influencing AV acceptance of specific consumer groups in China. The empirical evidence gathered in this study has practical implications for the wider use of AV in China in future.