What is it about?
This study examined how autonomous vehicle (AV)-related social media chatter affects males and females differently. It found females to be more sensitive to the online buzz. It also revealed nuances in the perceptions of prospective AV passengers and pedestrians. Four AV-adoption user archetypes were identified: AV watchfuls, AV optimists, AV nonchalants, and AV skeptics.
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Photo by Brock Wegner on Unsplash
Why is it important?
This is one of the earliest studies to uncover the impact of autonomous vehicle-related online chatter on people's attitudes and perceptions. The findings can help policymakers and automakers develop targeted strategies for rollout and marketing purposes.
Perspectives
Autonomous vehicles (AV) have been attracting contrasting views. To a passenger, AV offer all the benefits of convenient commuting. With improved vehicular coordination at crosswalks and intersections, a pedestrian who has the right of way can enjoy safe crossing. However, the passenger must contend with potential problems including system malfunctions and in drastic cases, collisions. The pedestrian could be deprived of any human interaction such as making eye contact or using hand gestures during ambiguous situations. Against such a backdrop, conducting this research has been a fascinating experience for me.
Dr Snehasish Banerjee
University of York
Read the Original
This page is a summary of: Effect of autonomous vehicle-related eWOM on (fe)males’ attitude and perceived risk as passengers and pedestrians, Internet Research, July 2024, Emerald,
DOI: 10.1108/intr-10-2023-0912.
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