Consumer Acceptance of Shared Autonomous Vehicles

David Kruse

Student thesis: Master thesis


The establishment of car sharing is seen as one of the mega trends within the automotive industry in future. It is supported by rising multimodal mobility trends of individuals, which is shaped by intensifying problems of mobility in urban areas. However, car sharing is faced with many challenges, which inhibit consumer adoption of using this service. In regards to this, it seems reasonable to consider factors, which might influence consumer adoption rates and by this enhance consumer acceptance of SVs. At this point, the introduction of AVs as shared autonomous vehicles (SAVs) is recognized by OEMs and car sharing providers as a possibility to overcome inhibitors of consumer adoption for the car sharing business. Although, SAVs are seen as an inevitable element of the future of car sharing services, research has not aimed at providing a comprehensive approach, to identify relevant influence factors of consumer acceptance towards SAVs.
At this point the present master thesis is going to take hold of this. It aims at examining, what factors affect consumer acceptance towards SAVs. Furthermore, it indicates why and to what extent identified factors influence consumer acceptance of SAVs. By this, this thesis will to set a first foundation stone, which gives implications in regards to future opportunities and challenges of SAVs. In order to do that, this thesis will develop a modified UTAUT model, which fits to the purpose of this thesis. This model is going to be tested empirically through conducting focus groups.
The acquired results reveal that participants asserted a moderately positive attitude towards using SAVs. On the one side, participants perceived the offered service as very useful in several dimensions in order to tackle future mobility demands. But on the other side, participants do not trust the technology yet and have concerns, regarding flexibility and independence, of using SAVs. Furthermore, it was found that SAVs offer the possibility to extent the traditional target group. The results can provide valuable insights for implementation strategies of OEMs and car sharing providers by gaining a better understanding of what factors influence consumer adoption and how they can be addressed successfully.

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
Publication date2017
Number of pages82