Qualitative Examination of Technology Acceptance in the Vehicle: Factors Hindering Usage of Assistance and Infotainment Systems

More and more assisting and entertaining systems find their way into the cockpit [1]. But the proposed benefits of increased safety, efficiency, and comfort can only come into effect if drivers decide to use the systems. Therefore, it is essential to understand what determines drivers’ acceptance of technology in the vehicle. A lot of research addresses technology acceptance applying quantitative methods [2‐4]. This work gives an outline on the Technology Acceptance Model (TAM) [5] and driving-related adaptations as well as the potential of qualitative research in this field. Further, we conducted a qualitative online study (N = 600) on factors influencing technology usage. We examined the reasons why drivers do not use a system although their car is equipped with it. The qualitative statements were analyzed according to Mayring [6]. The category scheme was developed inductively and compared with the TAM 3 [7]. The analyses show that 56.87% of the reported statements address usefulness and 12.57% ease of use. Seven additional categories emerged accounting for 27.85% of the statements. The results reveal what is subjectively important for drivers and enhance our understanding of barriers for technology usage in the car. The work outlines the potential of qualitative insights adding to the existing body of research.