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Understanding the adoption of autonomous vehicles in Thailand: an extended TAM approach

Abstract Autonomous vehicles (AVs) are receiving attention in many countries, including Thailand. However, implementing an intelligent transport system has many challenges, such as safety and reliability and the lack of policy supporting such technology use, leading to hazards for passengers and pedestrians. Hence, factors affecting the adoption of autonomous vehicles require better understanding. This research proposes and employs an extended Technology Acceptance Model (TAM) by integrating ethical standards, legal concerns, and trust to predict the intended use of autonomous vehicles by Thai citizens. A total of 318 questionnaires were collected from online panel respondents. Research hypotheses were tested using a structural equation modelling approach. The study results suggest that ethical standards have a significant positive effect on the intention to use the technology. Meanwhile, the intention was negatively affected by perceived usefulness, perceived ease of use and legal concerns. On the other hand, the results indicate that perceived ease of use directly affected trust, leading to AV adoption. However, other factors influenced trust insignificantly. This study demonstrates the vital role of trust in AV adoption. The study also suggests ideas for further study and discusses the implications for the government and autonomous vehicle companies. The article aims to forecast a success factor that the Thai government should use to consider the policy for autonomous vehicle adoption in Thailand. This paper relies on the technology acceptance model to assess and forecast autonomous vehicle adoption. The theoretical model also includes ethical issues, legal concerns and trust in technology. The model was analysed using the structure equation modelling technique to confirm the factor affecting Thailand’s successful autonomous vehicle adoption. This research confirmed that ethical standards, legal concerns, and trust in technology are the factors significantly affecting the intention to use an autonomous vehicle in Thailand. On the other hand, the perceived ease of use significantly affects the trust in autonomous vehicle technology. This research found that such social factors as ethical standards, legal concerns, and trust in technology affect technology adoption significantly, especially technology related to AI operation. Therefore, the technology acceptance model could be modified to confirm technology adoption in terms of social factors. The government could use the research results to develop a public policy for the regulation and standard supporting autonomous vehicle adoption in Thailand.