台灣民眾使用AI自動輔助駕駛系統意願之研究

A Study on Taiwanese Intention to Use AI-based Advanced Driver Assistance Systems

為推動汽車產業的環境永續發展與尖端安全科技之進步，深入瞭解新興科技AI自動輔助駕駛系統的消費者接受意願，對於汽車業者和交通安全政策制定者乃是至關重要。本研究全面探討影響台灣民眾於駕車時使用自動駕駛輔助系統意願之關鍵因素，特別是知覺價值與知覺風險兩大構面。實證結果顯示，功能價值、享樂價值、社群價值、性能風險、安全風險、法律道德風險等價值及風險知覺均與台灣消費者使用自動輔助駕駛系統的行為意願存在顯著影響關係。此外，本研究證實事故經驗也是影響民眾於駕車時開啟自動輔助駕駛系統意願的一項重要因素。因此，為促進台灣道路的交通安全，鼓勵台灣民眾使用自動輔助駕駛系統，業者應採取相關措施提升消費者對其價值的認知，並減少可能潛在的風險認知。

To promote environmental sustainability and the advancement of cutting-edge safety technologies in the automotive industry, it is essential for both automotive manufacturers and transportation policy makers to gain a deeper understanding of consumer acceptance of emerging technologies such as AI-based advanced driver-assistance systems (ADAS). This study comprehensively investigates the key determinants influencing Taiwanese drivers’willingness to use ADAS while driving, with particular emphasis on perceived value and perceived risk. The empirical findings reveal that functional value, hedonic value, social value, performance risk, safety risk, and legal/ethical risk perceptions are all significantly associated with consumers’behavioral intentions to adopt ADAS in Taiwan. Furthermore, the study identifies that prior accident experience also plays a critical role in shaping individuals’willingness to activate ADAS during driving. Accordingly, to enhance road safety and promote the adoption of ADAS among Taiwanese drivers, it is recommended that relevant stakeholders implement strategies to strengthen public awareness of the system’s benefits while mitigating perceived risks.