Autonomous Driving in Germany - Determinants of Acceptance of Self-Driving Cars

This dissertation investigates the determinants of acceptance of self-driving cars in Germany through a comprehensive analysis comprising two distinct studies employing a mixed-me-thods approach. The primary aim is to provide a nuanced understanding of the factors influen-cing the adoption of self-driving cars, particularly focusing on differences in acceptance across varying levels of autonomy. The research methodology involves an initial qualitative explo-ration through a World Café session, followed by a quantitative survey to validate and extend the findings from the qualitative phase, in combination with a conceptual framework. The combination of qualitative and quantitative methods allows for a thorough examination of the multifaceted nature of acceptance and provides insights into both underlying motivations and overarching trends in the German population's perception of self-driving cars. The qualitative phase, conducted through the World Café session, serves as the foundation for understanding the complexity of acceptance and uncovering key determinants shaping individuals' attitudes towards self-driving cars. Through open dialogue and group discussions, par-ticipants express their perspectives, concerns, and expectations regarding autonomous vehicles, offering rich qualitative data that inform the subsequent quantitative analysis. Building upon the insights figured out from the qualitative phase, the quantitative study employs a rigorous survey methodology to quantitatively assess the identified determinants of acceptance across a representative sample of the German population. By leveraging a large-scale online survey, the research wants to provide robust empirical evidence to support and generalize the findings obtained from the qualitative exploration. The key findings indicate that perceived ease of use does not notably impact behavioral inten-tion for either group, with level 5 autonomy potentially negatively affecting behavioral inten-tion due to reduced user control. Privacy concerns emerge as a significant deterrent to trust, particularly at level 5. Additionally, anxiety contribute to diminished trust in self-driving cars across levels 3 and 5. While perceived usefulness aligns with mobility needs for level 3, it diminishes in relevance at level 5. Personal attitudes and social influence are pivotal in driving acceptance across varying autonomy levels, underscoring the importance of innovativeness, particularly in the context of level 5 automation. Furthermore, privacy concerns, anxiety, ease of use, and driving enjoyment emerge as critical factors in the design and promotion of self-driving cars, with perceived driving enjoyment as notable barrier to acceptance at level 5. Overall, this thesis aims to contribute to the existing body of knowledge on the acceptance of self-driving cars by offering comprehensive insights into the factors influencing adoption behavior in Germany. Through an integrated mixed-methods approach, the research seeks to provide a holistic understanding of acceptance dynamics, thereby informing policymakers, industry stakeholders, and especially marketing departments and their strategists about the complexities inherent in the adoption of autonomous vehicles and facilitating the development of targeted strategies to promote their successful integration market introduction.