Navigating the Road to Acceptance: Unveiling Psychological and Socio-Demographic Influences on Autonomous Vehicle Adoption in Malaysia

Although the autonomous vehicles market is still in its infancy, many people have switched from conventional vehicles to autonomous vehicles due to the numerous benefits and environmental advantages of owning them. Autonomous vehicles which promise to eliminate traffic crashes due to human errors are expected to penetrate the Malaysian market by 2025. However, past research has shown that psychological factors rather than technological aspects could deter the successful diffusion of autonomous vehicles in the market. By integrating the Technology Acceptance Model and the Theory of Planned Behaviour, this study investigates the influencing factors of the Malaysian public towards acceptance of autonomous vehicles and the moderating effects of socio demographic variables. A total of 306 respondents completed the online survey. The results show that the proposed integrated model can explain 82.9% of the variance in acceptance of autonomous vehicles. Among the variables, attitude and perceived behavioural control are significant contributors. In terms of moderating variables, income level, education level, and ethnicity moderated the effects of attitude, perceived usefulness, perceived ease of use, and acceptance. Insights drawn from this study could assist policy makers in devising strategic plans for promoting autonomous vehicles in the country.