机器人税用户的经验对用户接受的影响:实地测试数据分析 (The Effect of Robo-taxi User Experience on User Acceptance: Field Test Data Analysis)

With the advancement of self-driving technology, the commercialization of Robo-taxi services is just a matter of time. However, there is some skepticism regarding whether such taxi services will be successfully accepted by real customers due to perceived safety-related concerns; therefore, studies focused on user experience have become more crucial. Although many studies statistically analyze user experience data obtained by surveying individuals' perceptions of Robo-taxi or indirectly through simulators, there is a lack of research that statistically analyzes data obtained directly from actual Robo-taxi service experiences. Accordingly, based on the user experience data obtained by implementing a Robo-taxi service in the downtown of Seoul and Daejeon in South Korea, this study quantitatively analyzes the effect of user experience on user acceptance through structural equation modeling and path analysis. We also obtained balanced and highly valid insights by reanalyzing meaningful causal relationships obtained through statistical models based on in-depth interview results. Results revealed that the experience of the traveling stage had the greatest effect on user acceptance, and the cutting edge of the service and apprehension of technology were emotions that had a great effect on user acceptance. Based on these findings, we suggest guidelines for the design and marketing of future Robo-taxi services.

翻译：随着自我驾驶技术的进步,机器人税服务的商业化只是一个时间问题,然而,对于这种出租车服务是否会为真正的顾客所成功接受的问题,人们有些怀疑,因为人们感到安全方面的关切;因此,以用户经验为重点的研究变得更加重要。虽然许多研究从统计上分析通过调查个人对机器人税的看法或间接通过模拟器获得的用户经验数据,但缺乏从统计上分析直接从实际的机器人税服务经验中获得的数据的研究。因此,根据在韩国首尔市中心区和大田区实施机器人税服务所获得的用户经验数据,这项研究从数量上分析了用户通过结构等式建模和路径分析接受用户的经验的影响。我们还通过根据深入访谈结果的统计模型重新分析有意义的因果关系,取得了平衡和非常有效的洞察力。结果显示,旅行阶段的经验对用户的接受产生了最大的影响,而服务与技术的尖端边缘是对于用户接受未来的服务具有极大影响的情绪。根据这些调查结果,我们建议对用户接受未来销售准则的情绪。