Use of Robotaxi Services for Sustainable Transportation: Focusing on Their Perceived Benefits and Sacrifices as Well as Consumers’ Technology Readiness

Abstract

As a part of sustainable transportation, robotaxis have been rapidly developing around the world because of their advantages in energy saving, improving road safety, and enhancing environmental sustainability, thereby providing consumers with sustainable transportation services. In China, as the number of pilot cities increases, more people are using robotaxi services. This study investigates the factors that affect consumer satisfaction and behavioral intentions after using a robotaxi, aiming to provide data to guide market strategy decisions. To do this, the value-based adoption model was extended and modified by including the technology readiness variable to examine satisfaction, intention to reuse, and electronic word-of-mouth (e-WOM) intentions. Using 425 valid responses, structural equation modeling (SEM) and multi-group analysis were carried out with AMOS 26.0. The results indicate that perceived usefulness, enjoyment, optimism, and innovativeness positively influence service satisfaction, whereas perceived risk and discomfort have negative effects. Consumer satisfaction positively affects both intention to reuse and e-WOM intention. Additionally, uncertainty avoidance shows a moderating effect between satisfaction and intention to reuse.