Adoption of autonomous driving technology: An integration of innovation diffusion theory and motivation theory

Background Autonomous vehicles (AVs) are poised to become transformative technologies in modern or smart cities. However, consumers’ reluctance to adopt AVs remains a significant barrier. Objective This study aims to investigate three questions. First, which innovation characteristics of AVs most influence consumer adoption? Secondly, how do perceived benefits and risks shape adoption decisions, and are risks more influential than benefits? Thirdly, to test the mediating effects of consumer value perceptions, as well as other fatal contingent mechanisms in the above causal relationships. Methods A structural survey based on questionnaires was conducted, and a valid sample containing 504 respondents was finally collected. To explore the causal relationships, the regression method was employed to analyze the relationships among key factors affecting AVs diffusion. Results Three key findings were indicated. First, ease of use, compatibility, and relative advantage significantly influence AV adoption. Second, perceived usefulness, hedonism, and risk all affect adoption, with perceived risk showing the strongest negative impact. Third, these value perceptions mediate the relationship between innovation characteristics and adoption intention, outlining the cognitive pathway of AV diffusion. Additionally, subjective norms moderate the impact of perceived risk, suggesting a crowd effect in adoption decisions for emerging technologies. Conclusions These findings contribute to the advancement of human–machine interaction theory and provide valuable insights for developing policies and strategies to promote AV adoption.