From Ownership To Sharing: An Experimental Analysis of Consumer Psychology in The Context of Autonomous Mobility Services

Abstract

The implementation of autonomous vehicles has faced significant challenges, despite notable advancements in the industry. This can be attributed to fluctuating levels of consumer trust and technological uncertainties, among other factors, that continue to hinder widespread acceptance and adoption.

This thesis explores how personalization of shared autonomous vehicles (SAV’s) influences consumer intentions to use such modes of transport, particularly focusing on the mediating roles of trust and psychological ownership. By employing an online survey experiment, this research analyzes the individual impact of vehicle ownership (shared vs. private) and type (autonomous vs. conventional), alongside personalization, on psychological variables affecting usage intentions. The inclusion of these dimensions allows for a comprehensive understanding of how the different factors interact to influence consumer attitudes toward shared autonomous vehicles.

Results from the experiment consisting of 324 American participants reveal that ownership significantly effects all measured psychological constructs, enhancing trust, psychological ownership, and intent to use. Personalization directly improved psychological ownership but did not significantly impact usage intentions alone. These findings suggest that while psychological ownership mediates the relationship between personalization and usage intentions, other trust building strategies that simultaneously seek to enhance feelings of ownership may be of greater relevance.

This study contributes to highlighting the critical role of psychological factors in the adoption of autonomous technology and suggests further exploration into personalized features to mitigate algorithm aversion and enhance user experience. It underscores the necessity of integrating consumer psychology with technological development to address barriers to adoption and enhance the feasibility of shared autonomous vehicles in everyday use.