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Consumer engagement with self-driving cars: a theory of planned behavior-informed perspective

Linda D. Hollebeek (Department of Marketing, Vilnius University, Vilnius, Lithuania) (Department of Business Administration, Tallinn University of Technology, Tallinn, Estonia)
Choukri Menidjel (Faculty of Economics, Business and Management, Echahid Cheikh Larbi Tebessi University, Tebessa, Algeria)
Omar S. Itani (Department of Marketing, Lebanese American University, Beirut, Lebanon)
Moira K. Clark (Henley Business School, University of Reading, Reading, UK)
Valdimar Sigurdsson (Department of Business Administration, Reykjavik University, Reykjavik, Iceland)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 14 December 2022

115

Abstract

Purpose

This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role of perceived safety in the relationship between PBC and CE in the self-driving car (SDC) context.

Design/methodology/approach

To test the model, a sample of 368 consumers was deployed using partial least-squares structural equation modeling (PLS-SEM).

Findings

The findings reveal that consumers' SDC engagement mediates the relationship between PBC and their intent to purchase an SDC. Consumer-perceived SDC safety also moderates the association of PBC/engagement.

Originality/value

While prior research has examined consumer-based drivers of SDC adoption, understanding of consumers' SDC engagement-related dynamics and outcomes lags behind. Addressing this gap, we propose and test a model that explores consumers' SDC engagement vis-à-vis its drivers (perceived SDC safety/behavioral control) and outcomes (SDC purchase intent).

Keywords

Acknowledgements

Funding: None.

Conflict of interest: None.

Citation

Hollebeek, L.D., Menidjel, C., Itani, O.S., Clark, M.K. and Sigurdsson, V. (2022), "Consumer engagement with self-driving cars: a theory of planned behavior-informed perspective", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-08-2022-0654

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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