Autonomous Vehicle Acceptance Among Young Drivers in Georgia (U.S. state) and its Potential Implications in Customer Segmentation

Abstract

The adoption of fully autonomous vehicles (FAVs) holds great promise for revolutionizing transportation systems worldwide. However, understanding the acceptance and potential implications of AVs among different customer segments, particularly young drivers, is crucial for market success. This paper aims to explore the attitudes of young drivers towards fully autonomous vehicles (FAVs) and analyse their potential implications for customer segmentation. To achieve this, the Unified Theory of Acceptance and Use of Technology (UTAUT) model is employed as a theoretical framework to determine the attitudes of young drivers towards FAVs. The UTAUT model incorporates seven key factors influencing technology acceptance: performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivations, price value, and habit. A survey questionnaire is designed and administered to a sample of young drivers, capturing their perceptions of FAVs based on these dimensions. The findings indicate that young drivers exhibit a lower acceptance of FAVs. Performance expectancy, including concerns related to reliability, safety, and impact on driving experience, emerges as a significant barrier to acceptance among this customer segment. These results have important implications for customer segmentation strategies in the automotive industry. Young drivers who are less likely to accept FAVs can be identified as a challenging customer segment in terms of autonomous vehicle adoption. Addressing their concerns, building trust, and enhancing the perceived benefits of FAVs through targeted marketing campaigns and educational initiatives may be necessary to engage and influence this segment. The results underscore the importance of considering customer segmentation in the context of autonomous vehicle adoption. By recognizing the unique characteristics and preferences of young drivers, automotive companies can better strategize their marketing efforts and product offerings to capitalize on the potential market opportunities presented by this customer segment.