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Consumer Engagement With Self-Driving Cars: A Theory Of Planned Behavior-Informed Perspective, Linda D. Hollebeek, Choukri Menidjel, Omar S. Itani, Moira K. Clark, Valdimar Sigurdsson
Consumer Engagement With Self-Driving Cars: A Theory Of Planned Behavior-Informed Perspective, Linda D. Hollebeek, Choukri Menidjel, Omar S. Itani, Moira K. Clark, Valdimar Sigurdsson
Marketing Faculty Publications and Presentations
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 …