자율주행 자동차 수용의도에 대한 소비자 저항에 관한 연구

In order to accept or spread autonomous vehicles, it is necessary to discover the antecedent factors of acceptance factors, but it is also necessary to study resistance that can negatively affect acceptance. This study proposes discomfort, anxiety, and inertia as emotional and psychological factors of consumers that cause resistance to the acceptance of autonomous vehicles, and proposes strategic measures to reduce them. To achieve this research purpose, a questionnaire was conducted on 242 general consumers who were interested in automobiles and analyzed using path analysis. As a result of the analysis, it was found that discomfort, anxiety, and inertia all had a positive effect on consumer resistance to autonomous vehicles, and that consumer resistance had a negative effect on acceptance intention. The path coefficient of negative influence of consumer resistance on acceptance intention was higher in absolute value than the influence of antecedent factors on resistance, and it was confirmed that anxiety had the greatest effect on consumer resistance. In order to increase acceptance of autonomous vehicles, it is necessary to reduce consumer resistance and, above all, emphasize the need to reduce anxiety related to autonomous driving technology, safety and information security.