基于改进TAM的无人驾驶出租车接受度研究  

Research on the acceptance of driverless taxi based on improved TAM

作　　者：孙龄波 唐秋生[1] 游宇 SUN Lingbo;TANG Qiusheng;YOU Yu(School of Traffic and Transportation,Chongqing Jiaotong University,Chongqing 400074,China;Chongqing Municipal Research Institute of Design,Chongqing 400020,China)

机构地区：[1]重庆交通大学交通运输学院,重庆400074 [2]重庆市市政设计研究院有限公司,重庆400020

出　　处：《铁道科学与工程学报》2022年第6期1540-1549,共10页Journal of Railway Science and Engineering

基　　金：国家自然科学基金资助项目(61803057);重庆市交通运输工程重点实验室开放基金资助项目(2016CQJY002)。

摘　　要：作为无人驾驶技术运用的重要领域,无人驾驶出租车市场前景备受关注。为解决现有研究缺少对无人驾驶出租车接受度和影响因素进行分析的问题,以便更准确了解公众对于无人驾驶出租车的接受行为意向,以传统技术接受度模型为基础理论,引入感知有用性、感知易用性、感知风险、社会规范、个人创新性、面子文化以及宏观条件7个变量指标。通过建立无人驾驶出租车接受度研究模型,并运用结构方程模型作为数学模型分析潜变量之间的关系以及外生潜变量对公众行为意向的影响效果。以在重庆市获取的数据为例,对假设模型进行验证分析。研究结果表明:各外生潜变量对公众行为意向呈显著影响。感知有用性、感知易用性、个人创新性、社会规范、面子文化以及宏观条件对公众行为意向存在正向影响,感知风险对公众行为意向存在负向影响,其中感知有用性(0.83)、感知易用性(0.79)以及感知风险(-0.75)的影响效果最为显著。外生潜变量中,社会规范和个人创新性、宏观条件和感知风险2组变量不存在显著影响关系。不同性别、年龄以及学历的群组中,无人驾驶出租车接受度影响因素存在异质性。研究结果可为无人驾驶企业和相关政府部门提供决策参考依据,为进一步探讨无人驾驶出租车相关问题提供了思路。As an important field of driverless technology,the market prospect of driverless taxi has attracted considerable attention.It becomes indispensable to solve the problem of the lack of analysis of the acceptance and influencing factors of driverless taxi in existing literatureand more accurately understand the public ’ s Acceptance Intention of driverless taxis.Based on the traditional technology acceptance model theory,seven variable indicators of perceived usefulness,perceived ease of use,perceived risk,social norms,personal innovation,face culture,and macro conditions were introduced to establish the model for the acceptance of driverless taxis.With the model of driverless taxi acceptance established,the structural equation model was used as a mathematical model to analyze the relationship between latent variables and the effect of exogenous latent variables on public behavior intention.The hypothetical model was verified and analyzed by taking the data obtained in Chongqing.The results show thatthe exogenous latent variables have significant effects on public behavioral intention.The exogenous latent variables including perceived usefulness,perceived ease of use,personal innovation,social norms,face culture,and macro conditions have a positive impact on public behavior intention,whereas the perceived risk has a negative impact on public behavior intention.Perceived usefulness(0.83),perception Ease of use(0.79) and perceived risk(-0.75) have the most significant effects.Among the exogenous latent variables,there is no significant relationship between social norms and individual innovation,macro conditions and perceived risk.In groups of different genders,ages,and educational backgrounds,the influencing factors of acceptance of driverless taxis in different groups are heterogeneous.The research findings provide decision-making references for driverless enterprises and relevant government departments and ideas for scholars to further resolve driverless-taxi-related issues.

关 键 词：交通工程 无人驾驶出租车 技术接受度 结构方程模型 

分 类 号：U491.1[交通运输工程—交通运输规划与管理]