Analysis of factors influencing the acceptance of L4-level autonomous buses based on structural equation model

To deeply investigate the acceptance of the public towards L4-level autonomous buses and its influencing factors, this paper initially established a structural equation model based on the theory of the Technology Acceptance Model (TAM) by introducing three latent variables, namely, perceived risk, technology preference, and subjective norm. Secondly, the hypothesized relationships among the explicit variables, latent variables, and the prospective user acceptance of autonomous buses were tested for correlation and fitness. Then, non-significant hypotheses were eliminated to correct the structural equation model. Ultimately, the relationship between each variable and the potential user acceptance of autonomous buses was further explored by standardized path coefficients. The outcomes of the research show that perceived usefulness and perceived ease of use have a direct and favorable impact on users' acceptance. Perceived ease of use and usefulness, however, completely moderate the effects of subjective norm, technology preference, and perceived risk on acceptance. The research has profound implications for relevant government agencies and automakers in scaling up autonomous driving promotion.