Book Review: Driver Acceptance of New Technology

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International Journal of Business and Technology Management e-ISSN: 2682-7646 | Vol.5, No. 1, 4-7, 2023

http://myjms.mohe.gov.my/index.php/ijbtm

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Book Review: Driver Acceptance of New Technology - Theory, Measurement and Optimisation

Mohammad Oryza Ananda^1*, Sharifah Nurafizah Syed Annuar², Ainul Azreen Adam¹

1 Arshad Ayub Graduate Business School, Universiti Teknologi MARA, Shah Alam, Selangor

2 Universiti Teknologi MARA, Sabah Branch, Kota Kinabalu Campus, Kota Kinabalu, Sabah

*Corresponding Author: [email protected]

Accepted: 15 February 2023 | Published: 1 March 2023

DOI:https://doi.org/10.55057/ijbtm.2023.5.1.2

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Book Title: Driver Acceptance of New Technology - Theory, Measurement and Optimisation Authors: Michael A. Regan, Tim Horberry and Alan Stevens

Publisher: Ashgate Publishing Limited Year: 2014

ISBN: 9781409439844 (hbk), 9781409439851 (ebk-pdf), 9781472405852 (ebk-epub)

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1. Introduction

Title of the book is: Driver Acceptance of New Technology – Theory, Measurement and Optimization – Human Factors in Road and Rail Transport. The book is edited by A. Stevens, T. Horberry and M. A. Regan. Published by Ashgate publishing limited in year 2014. This 380- page book comprises of 6 parts and there are total number of 22 chapters. The reviewer intention was to gain knowledge on the “Unified Theory of Acceptance and Use of Technology” (UTAUT) 1 and 2 for his dissertation’s underlying theory.

2. Editors’ Expertise

Alan Stevens is perceived as expert in ‘Human–Machine Interaction’ (hMi) in the driving environment assigned as the committee of international standards, he routinely participates in collaboration with US, Canadian, Japanese and European counterparts.

Tim Horberry has embarked in several projects on applied research in human factors in the Europe, the UK and the Australia for organizations such as the UK Department for Transport, the Australian Research Council and the European Union.

Michael A. Regan conducted projects at Université Gustave Eiffel - Campus de Nantes (iffStAr) or the French Institute of Science and Technology for Transport, Development and Networks in Lyon, France, and the Accident Research Centre at Monash University in Melbourne, Australia.

3. Topic of the Book

In chapter 1, A. Stevens, T. Horberry and M. A. Regan discussed on motorist’s new technology acceptance. In the advancement of motor vehicle technologies, the editors believe in the importance of motorist-centered deployment and design. The underlying arguments is: unless

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these new technology features are adopted by motorists, they might not deliver the gains intended by designers. If they are not adopted, motorists might not want to purchase those features; albeit the purchase, the motorist might disable those features out of dissatisfaction or utilize those features in a manner of unforeseen by designers. The aim of this book is to increase the comfort, efficiency and safety of driving experience.

4. Book Discussion Approach

The contributors for this book came from all over the globe and the expert in their subject matter. Their expertise publications had been peer-reviewed and distributed throughout this book as individual chapter. Furthermore, the book is divided into 4 (four) main areas:

In Area II, the book is focusing on definitions and theories of related concepts and acceptance In Area III, the book is looking at the practical and scientific issues around measurement of motorist acceptance

In Area IV, the book is presenting case studies affecting the measurement of motorist’s new technology acceptance

In Area V, the book is highlighting the issue of how to optimize motorist’s new technology acceptance.

4.1 UTAUT Discussion

In chapter 3, L. Nilsson, A. Varhelyi and E. Adell are the three contributors for this book and the title of their chapter is: Modelling Acceptance of Motorist Assistance Systems: Application of the “Unified Theory of Acceptance and Use of Technology”. In this chapter, they focusing on motorist assistance systems, as this is technology-based systems, the common assessment method used is the “Unified Theory of Acceptance and Use of Technology” (UTAUT).

UTAUT amalgamates 8 (eight) of the most used of individual acceptance models in the area of Information and Communication Technology or ICT (in bold in the list below) along with other related theories for the study of Motorist Assistance Systems:

Social_Influence_Model (Fulk, Schmitz and Steinfield 1990, Fulk 1993) The Model_of_PC_Utilisation (Thompson, Higgins and Howell 1991) Theory_of_Planned_Behaviour (TPB) (Ajzen 1991)

Technology_Acceptance_Model (TAM) (Davis 1989) Social_Exchange_Theory (Kelley 1979, Emersson 1987) Expectation_Disconfirmation_Theory (Oliver 1980) Theory_of_Reasoned_Action (Ajzen and Fishbein 1980)

The Pleasure, Arousal and Dominance paradigm (Mehrabian and Russell 1974) Social_Identity_Theory (e.g., Yang, Park and Park 2007)

Motivation_Variable_of_LGO (Saadé 2007) Three-Tier_Use_Model (Liaw et al. 2006) IS_Continuance (Bhattacherjee 2001) Technology_Readiness (Parasuraman 2000) System_Implementation (Clegg 2000)

Task_Technology_Fit (Goodhue and Thompson 1995) Innovation_Diffusion_Theory (Rogers 1995)

Social_Cognitive_Theory (Compeau and Higgins 1995) A combined model of TAM and TPB (Taylor and Todd 1995) Motivational_Model (Davis, Bagozzi and Warshaw 1992)

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The study supports the appropriateness of original UTAUT items introduced by V. Venkatesh (2003) and the conformity of the items within the 4 (four) constructs of UTAUT are:

“Behavioural Intention to Use the System” [BI], “Performance Expectancy” [PE], “Effort Expectancy” [EE] and “Social Influence” [SI]. The contributors modified these items for the purpose of Motorist Assistance Systems research study and the key component in all of these models is the motorist’s behaviour in the new technology usage.

In chapter 4, K. Brookhuis and S. Vlassenroot are other contributors for this book and the title of their chapter is: Socio-Psychological Factors That Influence Acceptability of intelligent transport Systems: A Model. In this chapter, they are focusing on the socio-psychological factors that affecting the acceptability of Intelligent Transport Systems (ITS) by the motorist.

When choosing the conceptual model, the contributors found different underlying basic concepts in acceptance models by means of a detailed description and analysis of different models such as: “Theory of Planned Behaviour” (TpB), the “Motivational Model”,

“Technology Acceptance Model” (TAM), “Innovation Diffusion Theory” and combined models of TAM and TpB. In the UTAUT used by the contributors, the 4 (four) constructs play a significant role as direct determinants of user acceptance: (1) “Performance Expectancy”

[PE], (2) “Effort Expectancy” [EE], (3) “Social Influence” [SI] and (4) “Facilitating Conditions” [FC].

In chapter 11, M. A. Regan, C. Brusque and E. Labeye are other contributors for this book and the title of their chapter is: Motorist Acceptance of Electric Vehicles - Findings from the French Mini E Study. In this chapter, they are focusing on the EV acceptance barriers, although the impact on the environment is greatly anticipated and we have seen an increasing number of EV being produced by the automotive industry. In the models of acceptance, the contributors have identified main factors of the “Unified Theory of Acceptance and Use of Technology”

constructs, namely: (1) “Performance Expectancy” [PE] and (2) “Effort Expectancy” [EE], (3)

“Social Influence” [SI] and (4) “Facilitating Conditions” [FC].

5. Intended Audience of the Book

In chapter 16 and 20, the book covers government policies when C. Tingvall, K.

Meleckidzedeck, E. Vedung and M. A. Berlin were focusing on new vehicle safety system;

and S. Vlassenroot, V. Marchau, W. E. Walker and J. W. V. D. Pas were focusing on intelligent transport system. Hence, not only that this book is intended for researchers who are concentrating on human factor’s acceptance approach, but the book would also give some insight on technology acceptance in automotive industry, and last but not least the book would assist the policy maker in dealing with land transportation regulation.

6. Topic Conclusion

In chapter 22, as the conclusion of this topic, the editors, A. Stevens, T. Horberry and M. A.

Regan concluded that majority of contributors of this book used several models of acceptances principal, namely:

The “Unified Theory of Acceptance and Use¬ of Technology” (UTAUT);

The “Two Dimensions Direct Attitudes” model of V. D. Laan, Heino and D. Waard (1997) measuring satisfaction and usefulness of the system;

The “Technology Acceptance Model” (TAM);

The “Value Belief Norm” (VBN) theory; and

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The “Theory of Planned Behaviour” (TpB) based on the “Theory of Reasoned Action” (TRA).

Lena Nilsson in chapter three suggested that the UTAUT is a good startup point for the research study but needs to be further developed to include motorist’s emotional reactions, weighting of the model reliability and constructs issues.

7. Reviewer Thought on the Book

The “Unified Theory of Acceptance and Use of Technology” (UTAUT) is followed by the UTAUT2 of which incorporates 3 (three) more constructs into UTAUT, namely: “Hedonic Motivation” [HM], “Price Value” [PV], and ”Habit” [HA]. UTAUT is commonly used in the organizational context, whereas UTAUT2 would be then used in the consumer context (Venkatesh, Thong, Xu, 2012). This book on Motorist Acceptance of New Technology had demonstrated the use of Information and Communication Technology (ICT) model namely UTAUT to explain the user behaviour of technology acceptance. Area 2 to area 5 have demonstrated the appropriateness of the evidence on the technological acceptance models and the contributors had played their expertise in their research on the road and rail transport environment. The overall book content is adequate as basic reference for technology acceptance research study.

References

Regan,M.A., Horberry,T., Stevens,A. (2014). Driver Acceptance of New Technology - Theory, Measurement and Optimisation.

Venkatesh, V., Thong, J.Y.L. and Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, Vol. 36, No. 1 (March 2012), pp. 157-178 (22 pages).