Unveiling consumers’ ambivalence in embracing robotaxi services from a combined perspective of behavioral reasoning theory and technological readiness: a dual-stage PLS-SEM-ANN analysis

Robotaxi services (RTS) represent a transformative shared mobility solution empowered by autonomous driving technology. However, consumer ambivalence toward new technologies may hinder the widespread adoption of RTS. Few studies have examined in-depth consumers’ two-sided psychology in accepting RTS. Drawing on behavioral reasoning theory and technical readiness, this study examines the relative influence of reasons for and against RTS acceptance among Chinese consumers and the importance of each reason. Using questionnaire data from 450 Chinese consumers, a dual-stage analysis combining partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) was employed to validate causal hypotheses and determine the significance of factors. Dual-path analysis revealed a strong positive effect of “reasons for” and a slightly weaker negative effect of “reasons against” on consumers’ attitudes and intentions toward RTS acceptance. Among the “reasons for”, innovativeness was the most significant determinant of RTS acceptance, followed by perceived benefits, subjective norms, and optimism. Among the “reasons against”, insecurity emerged as the main psychological barrier to RTS acceptance, with discomfort also playing a significant role, whereas interaction barriers were found to be insignificant. This study emphasizes the importance of identifying both pro- and anti-adoption reasons in the mass marketing of RTS. These findings offer policymakers and industry stakeholders valuable insights to comprehensively assess consumer psychology and promote RTS adoption.