Os efeitos do risco percebido na intenção de uso de veículos autônomos

• Autor(a) principal: Vieitez, Cristina Maria Alcântara de Brito
• Data de Publicação: 2020
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/23936
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Risco percebido; Veículos autônomos; Avaliação de riscos; Perceived risk; Automated vehicles; Risk assessment

The entry of autonomous vehicles (AVs) into the market is justified by several aspects and, in particular, due to the promises of improved global urban mobility, driver and pedestrian safety, and lower environmental gas emissions. However, perceived consumer risk can be a barrier to the use of technology innovation products, especially those with disruptive potential. The gaps in the cognitive perceived risk model are widely known, mainly when it comes to their effect on the intended use of new technologies. It lies in the study of cognitive decision models regarding consumer behavior, and the adoption of new technologies. The objective of this research was to verify the effects of perceived risk on the use intention of AV's, noting the possible influence of the constructs novelty and anxiety. It was also sought to verify how the information about the AV's changed the intention to use. For this, through a quasi-experiment, a survey was conducted with business students from PUC / SP. A sample of students was divided into two groups: an experimental group that watched a video about AV's and a group control that did not attend, in order to verify the difference of perceived risk and intention to use between the two groups. The treatment and analysis of the collected data were made using Structural Equation Modeling (SEM). Among the results, it was found that the experimental group had mitigated their perceived psychological risk. Information is a mitigating factor of perceived psychological risk and should be used to mitigate it. Psychological risk is what most influences the intention to use a AV. The novelty influences the consumer's intention to use the AV, making him accept the psychological risk embedded in this choice. Perceived physical and performance risks have some degree of influence on the propensity to use AV for novelty, and social risk does not appear to influence the intention to use or the propensity to adopt AV for novelty. Anxiety does not seem to be a factor influencing the adoption of novelty, nor the intention to use a AV. The main contribution of this study is the fact that, as far as we know, this is the first academic work in the area of consumer behavior that proposes a theoretical model of analysis of the influence of 'novelty' between the dimensions of perceived risk and intention of autonomous vehicles (AV's)