无人驾驶汽车购买意愿研究

Willingness to pay for automated vehicles

摘要:

为深入了解公众对无人驾驶汽车（Automated Vehicles, AVs）的接受度，本文从AVs购买意愿的角度，基于感知利益-感知风险理论框架，相较于普通燃油汽车或电动汽车，引入技术兴趣和享受驾驶两个心理潜变量，作为影响公众对AVs购买意愿的特有心理因素，构建结构方程模型（SEM），分析公众对AVs购买意愿的影响因素。通过SP调查，研究结果表明：1）感知利益和技术兴趣对AVs购买意愿有显著正向影响；2）技术兴趣对感知利益有显著正向影响，并间接调节感知利益对购买意愿的作用；3）感知风险对购买意愿有显著负向影响，而享受驾驶对购买意愿、技术兴趣影响不大。在此基础上，从政策与商业两方面提出了针对AVs相关推广的合理建议，以促进消费者对AVs的购买意愿。

Abstract:

In order to explore public acceptance on automated vehicles (AVs), from the perspective of AVs purchasing intention, this study constructed a Structural Equation Model (SEM) based on perceived benefit—perceived risk theoretical framework to analyze the influencing factors of purchasing intention on AVs. Compared with ordinary fuel vehicles or electric vehicles, technology interest and enjoy driving were introduced as two psychological latent variables which were special for AVs to expand this model. Through Stated Preference (SP) survey, the results of quantitative research show that: 1) Perceived benefit and technology interest have a significant positive effect on purchasing intention; 2) Technology interest has a significant positive effect on perceived benefit and indirectly modulates the effect of perceived benefit on purchasing intention; 3) Perceived risk has a negative effect on purchasing intention, but enjoy driving has little effect on purchasing intention or technology interest. On this basis, reasonable recommendations for AVs promotion were proposed from both policy and commercial perspectives to promote consumers’ willingness to pay for AVs.