Engaging consumers with autonomous vehicles: the role of speed of switching intent

Purpose Despite the benefits of autonomous vehicles (AVs) in improving consumer mobility, AV adoption remains in its infancy. Drawing on the technology acceptance model, dual-process theory, and diffusion of innovation theory, this study investigates the antecedents and consequences of consumer engagement with an AV. Design/methodology/approach To test the hypotheses, data were collected from a sample of 355 consumers, which was analyzed using structural equation modeling. Findings The findings reveal a positive effect of heightened perceived AV usefulness and ease of use on consumer engagement. In turn, the effects of consumer-perceived AV usefulness and ease of use on AV engagement are contingent on consumers' speed of switching intent to an AV, with this speed exerting a dual moderating effect. The findings also show that consumers who engage with an AV tend to display higher AV-related trust and a higher willingness to pay for an AV. Originality/value This study extends the technology acceptance model by examining the moderating role of consumers' speed of switching intent on the relationships between consumer-perceived AV usefulness and ease of use, and their engagement, trust, and willingness to pay for an AV. While building on established theoretical relationships, the study offers context-specific insights into consumers' AV adoption dynamics.