Impacts of Riding Comfort on the Attitudes of Riders, Drivers, and Pedestrians Toward Autonomous Shuttles

Automated vehicle (AV) shuttles are emerging mobility technologies that have been widely piloted and deployed. Public attitude is critical to the deployment progress and the overall social benefits of automated vehicle (AV) technologies. The AV shuttle demonstration was regarded as a good way for possible attitude improvements. However, not all existing AV shuttle technologies are mature and reliable enough. Some frustrating uncomfort issues in AV shuttle demonstrations may adversely affect public attitudes of AV technologies. Studying the impact of the comfort of the demonstration on attitudinal change can help us provide guidance for future demonstrations. Thanks to the AV shuttle project piloted at Dunedin, Florida, this paper interviewed 161 people before and after taking an open road AV shuttle ride. In addition to the participant's demographic information, driving-related information and psychological-related information, we collected the AV shuttles' operation status (e.g., abrupt brake). A series of discrete outcome models were employed to estimate the factors influencing people's initial opinions before the AV shuttle ride and people's attitudes change after the ride. The most important finding is that an unsatisfactory riding experience could negatively affect participants' attitudes toward AV shuttles. Particularly, the number of abrupt brakes raises more concerns when the participants are drivers who share the rights of way with the AV shuttle compared to when the participants are pedestrians or AV shuttle riders. Moreover, the participants' attitudes toward sharing public space with AV shuttles as pedestrians and human drivers exhibited more negative changes compared with simply riding on AV shuttles. These results improve our understanding of public attitudes toward the existing AV technologies and help identify new opportunities to improve AV technology adoption.