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Exploring Customer Engagement and Sharing Behavior in Social Media Brand Communities: Curvilinear Effects and the Moderating Roles of Perceived Innovativeness and Perceived Interactivity: An Abstract Read chapter Read first chapter

2020 | OriginalPaper | Chapter

Usability of Automated Driving Functions: A User Experience Study

Authors : Sarah Selinka, Benjamin Österle, Marc Kuhn

Published in: Marketing Opportunities and Challenges in a Changing Global Marketplace

Publisher: Springer International Publishing

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Abstract

Car manufacturers offer a wide variety of driver assistant systems. Each system is a technological development bringing us closer to fully autonomous vehicles. In this specific constellation of an innovation process, the total disruptive potential of an autonomous car can already be imagined by consumers, but will be reached only after years of incremental developments. Our study focuses on the usability measurement of existing automated driving functions by using the System Usability Scale (SUS). Compared to most of the studies dealing with automated or autonomous driving in general, this work is based on a real driving experience. We conducted a user experience study with a pre- and a post-questionnaire, using 207 test drivers who took part in a 1-hour standardized driving assignment on a defined driving route within Stuttgart (Germany) using either Mercedes-Benz E- or S-Class. Results indicate that the usability of automated driving functions is already in an acceptable range even if functions are still far from full automation. We could not find any group-specific differences in usability assessment. The data analysis also shows a significant correlation between a positive usability evaluation and an intention to purchase corresponding vehicles with automated driving functions.

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Appendix
Available only for authorised users
Footnotes
1
The original scale works with a 5-point Likert scale (see Brooke 1996). We chose a 7-point scale for consistency reasons. The second questionnaire of the UX contained further items related to another theoretical construct. Those items work with a 7-point scale. However, as these are not part of this study, this will not be further discussed.
 
2
For a detailed description of how to calculate the score, see Brooke (1996).
 
3
The requirements for the tests have been checked and are confirmed. Nonparametric tests show the similar tendencies regarding significance and effect size.
 
4
The requirements for the test have been checked and are confirmed. Nonparametric test Kendall’s Taua shows the similar tendencies regarding significance and effect size.
 
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Metadata
Title
Usability of Automated Driving Functions: A User Experience Study
Authors
Sarah Selinka
Benjamin Österle
Marc Kuhn
Copyright Year
2020
Book
Marketing Opportunities and Challenges in a Changing Global Marketplace

Print ISBN: 978-3-030-39164-5

Electronic ISBN: 978-3-030-39165-2

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-39165-2_265