Automated vehicle acceptance (AVA) research has grown substantially in the past few years. There is a paucity of research on the role of the big five personality traits on attitudes towards automated vehicles (AVs) and AVA. This is a critical shortcoming given that personality is considered a critical factor explaining technology adoption. Our major theoretical contribution is the integration of the most popular personality measure – the big five – and one of the most influential technology acceptance models – Unified Theory of Acceptance and Use of Technology (UTAUT2). A questionnaire was administered to 9,339 respondents from nine countries to predict the behavioral intention to use conditionally automated vehicles (CondAVs). The original UTAUT2 was extended by trust and driver engagement and the big five personality traits openness, conscientiousness, extraversion, agreeableness, and neuroticism. Structural equation modeling was applied to examine the direct effects of these constructs on behavioral intention and the indirect effects of the personality traits on the independent constructs of the extended UTAUT2. The results have shown positive effects of social influence, trust, and performance expectancy on the behavioral intention to use CondAVs. Most of the hypotheses pertaining to the role of the personality traits on the UTAUT2 constructs were supported, but the effects were relatively small (< 0.25). Our findings support the usefulness of UTAUT2 in evaluating the success of AVs, providing crucial insights into the factors driving the acceptance of CondAVs. The cross-country analysis provides further insights into the role of an individual’s personality for AVA. Our study yields important implications for practitioners. Given the small effect sizes of personality, designing CondAVs around the personalities of their customers during development and commercialization may be ineffective to promote trust and acceptance.

The L3Pilot project tested SAE Level 3 (L3) conditionally automated driving functions addressing driving and travel behavior, impacts on safety, efficiency, environment and socio-economics, and user acceptance. To investigate individual variance in acceptance of conditionally automated cars, an online survey was performed among 18,631 respondents from 17 countries evaluating differences in age, gender, knowledge about the functionality of conditionally automated cars, awareness, information consumption behavior, and expected benefits of conditionally automated cars. Respondents were divided into Enthusiasts, Neutrals, and Sceptics differing in a high, moderate, and low acceptance of conditionally automated cars, respectively. Enthusiasts, Neutrals, and Sceptics differed most with regard to the expected benefits in the productive use of travel time, comfort, and safety of conditionally automated cars. Enthusiasts were male, younger, more knowledgeable about conditionally automated cars, more aware of automated cars, and more likely to receive information about automated cars from different sources, expecting improvements in the productive use of travel time, comfort, and safety due to conditionally automated cars. All groups were most knowledgeable about the lane keeping behavior of conditionally automated cars and least knowledgeable about the operation of conditionally automated cars in dedicated operational design domains. The results indicate that the communication and marketing of automated cars should create a realistic image of the capabilities and limitations of conditionally automated cars where user education programs should be harmonized to calibrate expectations and educate the public.