It’s the Journey and Not the Destination: How Non-Driving Activity Options in a Fully Autonomous Car Impact on Technology Acceptance

With the advent of fully autonomous cars (AC), where drivers are liberated from all driving tasks, there is a growing interest in understanding how consumers will utilize their newfound free time while in transit. Manufacturers aim to provide attractive non-driving related activities (NDRA) to enhance the customer experience and influence consumer purchase decisions. Our study seeks to address a critical research gap by investigating the influence of NDRA on the acceptance of autonomous cars. While previous research has explored the general acceptance of AC, there is limited understanding of the role NDRA play in influencing technology acceptance. This study employs an adapted version of the acceptance model of Nastjuk et al. (2020) to examine the impact of NDRA on acceptance drivers. The study conducted a standardized online survey in Germany, collecting 238 data records for analysis. Results reveal that the possibility of performing work-related activities during AC travel significantly increases motivation and perceived usefulness, positively impacting the intention to use AC. In contrast, activities such as relaxation, sports, and entertainment have minimal or even negative effects on perceived usefulness and motivation.