Gender differences in the acceptance of autonomous vehicles: application of the extended technology acceptance model

Abstract

This study investigated gender differences in the acceptance of autonomous vehicles (AVs) through a questionnaire-based survey conducted in December 2021 among a group of 1,000 potential AV buyers living in Seoul, South Korea, by analyzing user perceptions and attitudes using an extended Technology Acceptance Model. The findings indicated that men prioritize perceived usefulness, subsidy, image, and environmental benefits in their acceptance of AVs, while women placed greater emphasis on perceived ease of use, economic factors, innovativeness, and trust. Notably, men’s perception of AV usefulness was not strongly influenced by ease of use, possibly due to their confidence in driving, whereas women considered ease of use more crucial, reflecting concerns about the burden of driving tasks. These behavioural differences suggest targeted policy interventions: enhancing trust-building measures, promoting economic incentives, and tailoring AV marketing strategies to different gender preferences. Additionally, regulatory frameworks should address safety concerns, financial considerations, and technological awareness to foster equitable AV adoption. These insights contribute to both academic discourse and practical strategies for AV integration, ensuring inclusive and effective policy development.

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