THE EFFECTS OF PERCEIVED RISK ON THE USE INTENTION OF AUTONOMOUS VEHICLES.

Cristina Maria Alcântara de Brito Vieite; Alexandre Luzzi Las Casas; Belmiro do Nascimento João; Paulo Sergio Gonçalves de  Oliveira

doi:10.5585/remark.v22i4.23746

Authors

Cristina Maria Alcântara de Brito Vieite Pontifícia Universidade Católica - PUC-SP https://orcid.org/0000-0001-8385-7517
Alexandre Luzzi Las Casas Pontifícia Universidade Católica de São Paulo – PUC/SP https://orcid.org/0000-0003-2098-0969
Belmiro do Nascimento João Pontifícia Universidade Católica de São Paulo – PUC/SP https://orcid.org/0000-0002-7994-9934
Paulo Sergio Gonçalves de Oliveira MP em Gestão de Alimentos e Bebidas – Anhembi-Morumbi https://orcid.org/0000-0001-9122-4904

DOI:

https://doi.org/10.5585/remark.v22i4.23746

Keywords:

Perceived risk, Intention to use, Autonomous vehicles, Psychological risk, Novelty, Anxiety

Abstract

Objectives: This study sought to verify the effects of perceived risk on the intention to use autonomous vehicles (AV) and the possible influence of 'novelty' and 'anxiety'.

Methodology/approach: The research sample was composed of 340 Business Administration students from a Brazilian university and the research was developed as a quasi-experiment because the sample was not chosen randomly. The sample was divided into two groups: an experimental group with access to a video explaining the benefits of autonomous vehicles and another group without any information.

Results: For the experimental group, information is a mitigating factor for the perceived psychological risk, which influences the most their intention to use an AV. On the other hand, the novelty affects the consumer's intention to use AV; the same questionnaire was applied to both groups.

Theoretical/methodological contributions: The main contribution of this study is an innovative approach to consumer behavior, which proposes a theoretical model for analyzing the influence of 'novelty' and 'psychological risk,' such as 'anxiety', on the intention to use AV.

Relevance/originality: A proposal of a theoretical model for analyzing the influence of 'novelty' and 'psychological risk' such as 'anxiety' on the intention to use AV.

Implications for management: Helping marketers to direct their messages incorporating the theoretical model and consequently reducing consumer anxiety related to the use of autonomous cars.

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Author Biographies

Cristina Maria Alcântara de Brito Vieite, Pontifícia Universidade Católica - PUC-SP

Departmento de Administração - área de marketing

Alexandre Luzzi Las Casas, Pontifícia Universidade Católica de São Paulo – PUC/SP

Dr. em Administração de Empresas – FGV/EAESP

Belmiro do Nascimento João, Pontifícia Universidade Católica de São Paulo – PUC/SP

Dr. Comunicação e Semiótica – PUC/SP

Paulo Sergio Gonçalves de Oliveira, MP em Gestão de Alimentos e Bebidas – Anhembi-Morumbi

Dr. Engenharia de Produção - UNIMEP

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