Exploring the influence of a virtual reality experience on user acceptance of shared autonomous vehicles: A quasi-experimental study in Brussels

This paper investigates the intention to use shared autonomous vehicles in Brussels before and after an experience in virtual reality, in which a scenario of a city with shared autonomous vehicles was visualized taking into account transformations that are not possible to implement in real life such as urban form changes. 51 participants took part in a quasi-experiment and their acceptance of autonomous vehicles was measured before and after, using surveys based on the unified theory of acceptance and use of technology (UTAUT). Using partial least squares structural equation modeling, we model user acceptance pre- and post-VR experience and compare the change in influencing factors. Results show that, under the conditions we defined, the intention to use autonomous shuttles was influenced by the virtual reality experience, as there was an increase in the behavioral intention and a change in the significant predictors. Overall, we found evidence that the virtual reality experience did influence the acceptance of autonomous vehicles, and can then be an effective test bed to visualize future impacts of autonomous vehicles that are impossible to project in real life. Our study constitutes then a first step into exploring potential usages of virtual reality to project long-term visions of future developments of cities with shared autonomous vehicles. • Pre-test post-test design to evaluate effect of virtual reality on acceptance. • We estimate SEM model before and after experience. • Intention to use autonomous shuttles increases after the VR experience. • Hedonic motivation is no longer significant after the VR experience. • Environmental perception is positively linked with acceptance after the experience.