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초록

This study, based on the Push-Pull-Mooring (PPM) framework, examines consumers’ intentions to switch from ride-hailing services to robotaxis and the factors driving this transition. Robotaxis, as an application of autonomous driving technology, are emerging as a viable option for ride-hailing services, including advantages such as increased road safety, greater travel efficiency, and diminished carbon emissions. Through the analysis of push factors (e.g., safety perception, social anxiety), pull factors (e.g., technological advantages, policy support, social influence), and mooring factors (e.g., user habits, perceived risks), this study reveals how these factors collectively impact consumers’ switching intentions. The results show that push and pull factors significantly motivate consumers to adopt robotaxis, while user habits and perceived risks act as barriers to this transition. Introversion, as a moderating factor, plays a pivotal role in this process; introverted individuals, being more sensitive to social anxiety and safety concerns, are more likely to prefer robotaxis. This study not only confirms the applicability of the PPM framework in the transportation domain but also offers theoretical insights and policy recommendations for promoting robotaxis, particularly in developing personalized marketing strategies based on user personality traits.

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