A Factor Analysis of Consumer Expectations for Autonomous Cars

This study explores consumers’ expectations for autonomous cars in Korea, which will soon be available. We applied exploratory and confirmatory factor analyses to derive consumer expectations using responses from 1,506 potential autonomous car consumers. Then, we carried out a structural equation analysis to identify relationships among expectations, attitude, and behavioral intention. Seven consumer expectations were identified; of these, convenience, safety, ethics, licensing, and monetary cost were found to have a direct effect on attitude, whereas convenience, safety, and monetary cost were found to have a direct effect on intention. In addition, we demonstrate that attitude has a significant effect on intention. Autonomous cars are driving innovation in the automotive industry, transportation systems, and consumer experience. By analyzing the main factors that affect consumers’ purchasing intentions prior to the release of autonomous cars, this study provides guidance for fields preparing for the launch of autonomous cars.