THE EFFECTS OF PERCEIVED RISK ON THE INTENTION TO USE AUTONOMOUS VEHICLES

Objectives: This study sought to verify the effects of perceived risk on the intention to use autonomous vehicles (AV) and the possible influence of 'novelty' and 'anxiety'.Methodology/approach: The research sample was composed of 340 Business Administration students from a Brazilian university and the research was developed as a quasi-experiment because the sample was not chosen randomly. The sample was divided into two groups: an experimental group with access to a video explaining the benefits of autonomous vehicles and another group without any information. Results: For the experimental group, information is a mitigating factor for the perceived psychological risk, which influences the most their intention to use an AV. On the other hand, the novelty affects the consumer's intention to use AV; the same questionnaire was applied to both groups.Theoretical/methodological contributions: The main contribution of this study is an innovative approach to consumer behavior, which proposes a theoretical model for analyzing the influence of 'novelty' and 'psychological risk,' such as 'anxiety', on the intention to use AV. Relevance/originality: A proposal of a theoretical model for analyzing the influence of 'novelty' and 'psychological risk' such as 'anxiety' on the intention to use AV.Implications for management: Helping marketers to direct their messages incorporating the theoretical model and consequently reducing consumer anxiety related to the use of autonomous cars.