Effect of autonomous vehicle-related eWOM on (fe)males’ attitude and perceived risk as passengers and pedestrians

Snehasish Banerjee; Alton Y.K. Chua

doi:10.1108/INTR-10-2023-0912

Effect of autonomous vehicle-related eWOM on (fe)males’ attitude and perceived risk as passengers and pedestrians

Snehasish Banerjee, Alton Y.K. Chua

The York Management School

Research output: Contribution to journal › Article › peer-review

Abstract

This study investigates how autonomous vehicle (AV)-related electronic word-of-mouth (eWOM) of different polarities affect 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.

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

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.

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.

Original language	English
Journal	Internet Research
Early online date	24 Jul 2024
DOIs	https://doi.org/10.1108/INTR-10-2023-0912
Publication status	E-pub ahead of print - 24 Jul 2024

Bibliographical note

Keywords

artificial intelligence
AI attitude
autonomous vehicles
electronic word-of-mouth
eWOM polarity
eWOM valence
perceived risk
public perceptions
self-driving cars
social media
user-generated content

Access to Document

10.1108/INTR-10-2023-0912

IntR AVeWOM_PURE
© 2024, Emerald Publishing Limited. This is an author-produced version of the published paper. Uploaded in accordance with the University’s Research Publications and Open Access policy.
Accepted author manuscript, 332 KBLicence: CC BY

Cite this

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title = "Effect of autonomous vehicle-related eWOM on (fe)males{\textquoteright} attitude and perceived risk as passengers and pedestrians",

abstract = "This study investigates how autonomous vehicle (AV)-related electronic word-of-mouth (eWOM) of different polarities affect 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.An online experiment was conducted, manipulating eWOM polarity (positive, negative, or mixed) as a between-participants factor.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.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.",

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