The role of technology belief, perceived risk and initial trust in users’ acceptance of urban air mobility: An empirical case in China

Abstract

Urban Air Mobility (UAM) is poised to revolutionize transportation, necessitating an assessment of public acceptance before broad commercial adoption. This study presents the Urban Air Mobility Acceptance Model (UAM-AM), which draws from the Technology Acceptance Model (TAM) and underscores the crucial role of initial trust, technology belief and perceived risk. The UAM-AM is validated using Structural Equation Modeling (SEM) based on 544 questionnaires for the first time in China. The findings highlight the significant impact of perceived ease of use and perceived usefulness on acceptance, uncovering a complex interplay with the intention to utilize UAM services. Notably, initial trust emerges as a foundational factor, influencing attitudes directly or indirectly through perceived ease of use and perceived usefulness. Moreover, the research identifies technology belief and perceived risk as fundamental drivers of initial trust. Examination of demographic segments reveals a heightened technology belief among individuals with backgrounds in science, indicative of a more favorable attitude towards UAM adoption. In closing, the paper presents recommendations for policymakers, service providers, and eVTOL manufacturers to formulate effective strategies that promote public acceptance during the initial phases of UAM deployment.

Keywords

• Urban air mobility
• Acceptance
• Technology belief
• Perceived risk
• Initial trust
• TAM