Shaping the Future of Urban Mobility: Insights into Autonomous Vehicle Acceptance in Shanghai Through TAM and Perceived Risk Analysis

Abstract: Autonomous vehicles (AVs) have begun experimental commercialization initiatives in places such as Shanghai, China, and it is a valuable research question whether people's willingness to use AVs has changed from the prior. This study explores Shanghai residents' attitudes towards AVs by applying the Technology Acceptance Model (TAM), the Perceived Risk (BAR) model, and introducing perceived externalities as a new psychological variable. Through a survey in Shanghai, where AVs are operational, and structural equation modeling, it was found that perceived usefulness and ease of use positively influence willingness to use AVs, with perceived usefulness being the most significant factor. Perceived externalities have a positive impact, while perceived risk negatively affects willingness to use. Interestingly, ease of use increases perceived risk, but this is mitigated by the benefits perceived in usefulness. This research, differing significantly from previous studies, aims to guide government policy and industry strategies to enhance design, marketing, and popularization.