NYU study: Social influence and enjoyment drive self-driving car acceptance

Researchers at New York University analyzed data from the L3Pilot Global User Acceptance Survey, covering 18,603 respondents across 17 countries in Africa, Asia, Europe, North America, and South America. The study specifically examined acceptance of Society of Automotive Engineers Level 3 conditionally automated cars—vehicles that can self-drive under certain conditions but require the driver to remain ready to take over. Using a structural equation model based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), the team assessed how five key factors shape intention to use: performance expectancy, effort expectancy, social influence, facilitating conditions, and hedonic motivation.

The model showed strong explanatory power. Results indicate that the strongest drivers are performance expectancy (how useful the technology is perceived), social influence (what others think), and hedonic motivation (the enjoyment of using it). Effort expectancy and facilitating conditions contribute, but their direct roles are smaller. Demographics like age, gender, and prior experience with advanced driver assistance systems were statistically significant but weak predictors. This suggests that acceptance hinges less on who you are or how easy the system is to use, and more on whether people believe the technology is useful, socially endorsed, and fun—a key insight for automakers and policymakers aiming to accelerate adoption of autonomous driving.