Does initial experience affect consumers' intention to use autonomous vehicles? Evidence from a field experiment in Beijing

The demonstration, showcase, and city studies of autonomous vehicles (AVs) provide valuable opportunities for the public to interact with AV. Understanding the relationship between experiencing and intention to use AV is crucial because first-hand experience shapes an individual's initial impressions on autonomous driving. This study investigated the users' intention to use AVs based on extended theory of planned behavior, which incorporated experience satisfaction and trust. The data were collected through a field experiment from 117 respondents who had experienced a SAE Level 4 autonomous minibus in China. The proposed relationships were examined using partial least squares structural equation modelling. A satisfied experience contributes to a higher degree of trust, attitude, subjective norm (SN), and perceived behavioral control (PBC). Excluding SN, results suggest that attitude, PBC, experience satisfaction, and trust, are statistically proven to affect the intention to use AV. Moreover, an examination of individual difference reflects that the impact of experience satisfaction on PBC varies distinctively in male and female group, as well as in less educated and more educated group. Findings show the theoretical contributions and practical implications on the role of initial experience of AV acceptance.