Design and Implementation Content Validity Study: Development of an Instrument for Measuring Consumers’ Perception of Automatic Emergency Braking (AEB)

Safety systems in vehicles had been implemented across many different car manufacturers to ensure the safety of the vehicle occupants. One of them include Automatic Emergency Braking (AEB), automated systems that can prevent the impending crashes. This study, highlighted the perception of the vehicle occupants on AEB system. Thus, to measure the perceptions, an instrument was developed. The importance of content validity in the instrument psychometric and its relevance with reliability have made it an essential step in the instrument development. This article attempts to present the result of content validity ratios. A methodological study was conducted to examine a consumer-centred perception instrument's content validity on automatic emergency braking (AEB) through a two-step process (development and judgment). The first step involves determining the domain, sampling (item generation) and forming instruments. The second step involves determining the content validity ratio and content validity index. Expert panel suggestions were used to examine the face validity of the instrument. The content validity was determined for 83 items across ten constructs. The constructs developed include consumer trust (12 items), consumer expectation (6 items), confirmation (7 items), satisfaction (8 items), perceived performance (13 items), perceived usefulness (5 items), perceived ease of use (6 items), value for money (7 items) and complacent behaviour (9 items). The last construct is continuance intention to use (10 items). This article will illustrate the acceptance level of quantitative indices for the content validity of a new instrument. This article could be used as a reference for future studies in developing a new survey instrument.