The Research on Influencing Factors of Autonomous Vehicle Usage Behavior: Root Analysis Based on UTAUT2 Model

As a new sustainable means of transportation, how to successfully make autonomous vehicles accepted and used by the public is a key challenge for research. Based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model, the research took the social media platform as the data source to conduct a grounded analysis, comprehensively considered the interaction of individual internal factors and external environmental factors, and combined the technology acceptance field, user behavior field, sociology, psychology, marketing and other disciplines to build an influencing factors of autonomous vehicle usage behavior model, which is suitable for Chinese market. The study found that performance expectation, effort expectation, social impact, facilitating conditions, price value, hedonic motivation, perceived risk and perceived trust influence individuals' intention to use autonomous vehicles. Facilitating c zV Conditions, perceived risk and intention affect individual's usage behavior. The level of individual knowledge plays a regulatory role in the use behavior. The results provide a decision basis for the government and enterprises to effectively promote the use of autonomous vehicles.