A Behavioral Intention to Use Model of Autonomous Vehicle Ride-hailing Incorporating Traveler Habit and Altruistic Preference

This paper studies the factors and pathways that influence the behavioral intention to use Autonomous Vehicle for Ride-Hailing (AVRH). We modify the traditional Technology Acceptance Model (TAM) by introducing four latent variables, including travelers' ride-hailing habits, perceived reliability of ride-hailing platforms, social influence of ride-hailing services, and altruistic preference. The modified model is integrated into a structural equation model and further fitted by an online survey with 367 valid responses. The results validate the goodness-of-fit of the modified TAM. A path analysis confirms the significance of three latent variables on the intention to use AVRH, i.e., the perceived usefulness of autonomous vehicles (0.591), altruistic awareness (0.243), and ride-hailing habits (0.146). A mediating effect analysis shows that the three significant latent variables can completely or partially mediate the influence on the intention to use AVRH, the perceived reliability of the ride-hailing platform, the perceived ease of use of autonomous vehicles, and the social influence of ride-hailing services. An individual difference analysis shows that travelers with a lower level of education (Bachelor's degree or below) have higher perceived reliability of ride-hailing platforms and show higher intentions to use AVRH in the future. The study concludes with discussions of potential policy measures for promoting the public intention to use AVRH.