Purpose

This study investigates how autonomous vehicle (AV)-related electronic word-of-mouth (eWOM) of different polarities affects attitude and perceived risk from the perspectives of both passengers and pedestrians and whether any gender differences exist. It also seeks to identify AV-adoption user archetypes.

Design/methodology/approach

An online experiment was conducted, manipulating eWOM polarity (positive, negative or mixed) as a between-participants factor.

Findings

While eWOM polarity did not affect attitude, perceived risk was the highest in the mixed eWOM condition. Males and females differed from each other in terms of attitude toward AVs from a passenger perspective, attitude toward AVs from a pedestrian perspective and perceived risk for passengers in AVs. Four AV-adoption user archetypes were identified: AV watchfuls, AV optimists, AV nonchalants and AV skeptics.

Originality/value

The paper contributes to the AV adoption literature by adding the effects of eWOM. It not only sheds light on how AV-related eWOM polarity affects attitude and perceived risk but also teases out nuances from the perspectives of passengers and pedestrians as a function of gender.

中文翻译：

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与自动驾驶汽车相关的电子口碑对（女性）男性作为乘客和行人的态度和感知风险的影响

 目的

本研究从乘客和行人的角度探讨了与自动驾驶汽车（AV）相关的不同极性的电子口碑（eWOM）如何影响态度和感知风险，以及是否存在性别差异。它还试图识别 AV 采用的用户原型。

设计/方法论/途径

进行了一项在线实验，将电子口碑极性（正面、负面或混合）作为参与者之间的因素。

 发现

虽然电子口碑极性并不影响态度，但在混合电子口碑条件下感知风险最高。男性和女性在从乘客角度对自动驾驶汽车的态度、从行人角度对自动驾驶汽车的态度以及对自动驾驶汽车乘客的感知风险方面存在差异。确定了四种 AV 采用用户原型：AV 关注者、AV 乐观主义者、AV 漠不关心者和 AV 怀疑论者。

 原创性/价值

该论文通过添加 eWOM 的影响，为 AV 采用文献做出了贡献。它不仅揭示了与自动驾驶相关的电子口碑极性如何影响态度和感知风险，而且还从乘客和行人的角度梳理了性别差异的细微差别。