The effects of perceived risk on the intention to use autonomous vehicles

• Autor(a) principal: de Brito Vieite, Cristina Maria Alcântara
• Data de Publicação: 2023
• Outros Autores: Las Casas, Alexandre Luzzi, João, Belmiro do Nascimento, Oliveira, Paulo Sergio Gonçalves de
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/23746
• topic: perceived risk; intention to use; autonomous vehicles; psychological risk; novelty; Perceived risk; Intention to use; Autonomous vehicles; Psychological risk; Novelty; Anxiety; Risco percebido; Intenção de uso; Veículos autônomos; Risco psicológico; Novidade; Ansiedade

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.