Actor-network theory as a framework to analyse technology acceptance model’s external variables: The case of autonomous vehicles

Abstract

The main factor for growth in a globalised and highly competitive world is to have an innovative and continuous improvement for the new technologies; however, it is difficult to guarantee the success of such factor without considering the human nature of the people. The Unified Theory of Acceptance and Use of Technology (UTAUT2) is a model that has been used for years to help us understand the drivers of acceptance of new information technologies by its users. This paper presents the Actor-Network Theory (ANT) as a framework to analyse external variables influencing technology acceptance. We have identified a new construct and moderating factor enabling the extension of the UTAUT2. The scenario used to conduct our investigation is the Autonomous Vehicle (AV) which is a disruptive technology and may prove to be the next big evolution in personal transportation. The study was conducted using an anonymous survey, over 410 responses so far, and numerous interviews with experts in the field of sociology, psychology and computer science in order to refine the proposed model. Our research findings reveal not only the usefulness of ANT in developing an understanding the human and non-human actants playing a role in consumer’s behavioural intention of using AV, but ANT also helps us to argue that culture is a direct determinant of behavioural intention and social class is a very important moderating aspect.