Mobility Archive - Technology Acceptance Lab

Januar 7, 2025Januar 7, 2025

Immersion and Technology Adoption: A Crucial Link

Our latest research on the impact of Immersion on technology acceptance is published in the renowed journal Transportation Research Interdisciplinary Perspectives and can be accessed free of charge here.

Key Findings

1. VR Dominates Immersion Quality

Among the three media conditions, VR emerged as the most immersive format. Participants using VR reported a significantly higher sense of presence and engagement compared to those exposed to videos or photos. This heightened immersion translated into richer emotional and cognitive responses, showcasing VR’s potential to create powerful, near-real experiences of using air taxis.

2. Immersion Does Not Equate to Immediate Adoption

Surprisingly, despite VR’s superior immersion quality, the study found no significant differences in participants‘ intention to use air taxis across the three media formats. While VR enhanced emotional engagement, it did not directly translate into higher immediate adoption intentions. This highlights the complexity of the decision-making process and suggests that factors beyond immersion—such as cost, safety, and accessibility—may play a more prominent role in shaping long-term acceptance.

3. Multifaceted Decision-Making in VR

VR’s impact extended beyond basic adoption intentions. Participants in the VR condition considered a broader array of factors, including reliability and social influence, when evaluating air taxis. This suggests that VR experiences prompt users to engage in more comprehensive and nuanced decision-making processes, balancing both emotional and utilitarian considerations. For instance, VR users were more likely to assess air taxis‘ reliability, reflecting their ability to visualize safety features and operational scenarios in greater detail.

Implications for Industry and Policymakers

Enhancing Engagement Through Immersion

For companies and policymakers promoting air taxis, the findings underscore the importance of immersive technologies. VR can bridge the gap between abstract concepts and tangible experiences, allowing users to virtually „test“ air taxis before they become a reality. This approach can help address common concerns, such as safety and reliability, while building emotional connections with the technology.

Strategic Media Choices

While VR offers unparalleled immersion, the study also highlights the cost-effectiveness of using less immersive media like photos or videos in certain contexts. For example, initial awareness campaigns may benefit from these formats, which are easier and cheaper to produce, while VR can be reserved for targeted initiatives aimed at deepening user engagement and addressing specific adoption barriers.

Addressing Broader Acceptance Factors

The lack of significant differences in adoption intention across media formats suggests that technological acceptance hinges on more than just immersive experiences. Policymakers and developers must address critical factors such as affordability, accessibility, and environmental impact to foster widespread adoption. Immersive technologies should complement these efforts, providing users with a holistic understanding of air taxis’ benefits and addressing potential concerns.

The Power of VR in Shaping Perceptions

One of VR’s unique strengths lies in its ability to evoke emotional responses. By simulating realistic scenarios, VR can make futuristic technologies feel tangible and relatable. For air taxis, this means giving users a sense of what it’s like to soar above cityscapes, experience smooth takeoffs and landings, and visualize safety protocols in action. These experiences not only build excitement but also help demystify the technology, reducing apprehension and fostering trust.

Limitations and Future Directions

While the study provides valuable insights, it also acknowledges certain limitations. The sample consisted primarily of university students, limiting the generalizability of the findings. Future research should involve more diverse demographics to capture a broader range of perspectives. Additionally, the study focused on three specific media formats; exploring other immersive technologies, such as augmented reality or interactive demonstrations, could provide a more comprehensive understanding of how media influences technology acceptance.

Conclusion

The adoption of innovative technologies like air taxis depends on a delicate balance of emotional and rational factors. While immersive media formats like VR hold immense potential to enhance engagement and address user concerns, they are not a standalone solution. Industry stakeholders must take a multifaceted approach, combining immersive experiences with practical considerations like cost and accessibility. By leveraging the unique strengths of VR and addressing broader acceptance factors, we can pave the way for a future where air taxis become a seamless part of urban mobility.

Dezember 15, 2024September 24, 2024

Can you imagine what it could be like? Using Virtual and Augmented Reality to increase the acceptance of sustainable mobility in cities

Our cities face significant challenges, particularly regarding mobility and quality of life. Increasing traffic and the associated environmental impacts are progressively affecting urban life. The need to make mobility more sustainable is now ever-present, which goes along with an acceptance of the suggested changes. „Every change means that a person has to leave his known and habitual actions, his environment, his habits, his role, in short his status quo“(Frey et al., 2008, p. 281). A key question, therefore, is: How can the acceptance of sustainable mobility be increased among citizens? This is precisely where Joshua Klein’s bachelor thesis comes in, conducted as part of the research project „Streetmoves4iCity“ (read more here about this project). The thesis explores how immersive technologies like Virtual Reality (VR) and Augmented Reality (AR) can help to increase citizens’ acceptance of traffic-reducing measures by making the positive effects of the change visible.

Virtual Reality (VR): Creates a fully digital environment in which the user immerses themselves. Using headsets, the real world is completely blocked out, and the user is placed in a computer-generated world that is interactive and immersive.

Augmented Reality (AR): Overlays digital information onto the real world. Using smartphones or glasses, users see the real environment, enhanced with digital elements.

Research goal: The aim of the study was to determine whether and to what extent immersive technologies can promote the acceptance of measures aimed at reducing urban road traffic by visualizing the positive effects of these measures. Specifically, it examined whether VR and AR are perceived differently and how immersion—the feeling of being absorbed in a virtual environment—impacts acceptance. These questions are crucial, as the successful implementation of sustainable mobility concepts often depends on the public’s willingness to accept change.

Research overview: The empirical study was conducted in the Leonhardsvorstadt district of Stuttgart and aimed to simulate the experience of traffic-reducing measures through VR and AR. The investigation involved two independent groups: one group experienced the planned measures through a VR simulation, while the other group used AR. The VR group was shown a 360-degree video of a previously implemented traffic trial in Mannheim (see here for another study using this methodology), while the AR group experienced a live augmented reality simulation using a Microsoft HoloLens2 mixed-reality head-mounted display. In both cases, participants’ acceptance of the measures was assessed both before and after the experience, along with their perceived immersion. A total of 44 people took part in the study.

The central hypothesis was that the experience of the positive effects of traffic-reducing measures through VR and AR would lead to a significant increase in acceptance of these measures. Additionally, the study examined whether there were differences in perceived immersion between the two technologies and whether this mediated the effect on acceptance. Another research goal was to explore whether familiarity with the respective technology influenced immersion.

The study was supplemented by qualitative interviews to identify what is currently lacking in public spaces in the Leonhardsvorstadt, how car parking spaces can be used more efficiently, and what suggestions participants had for improving public spaces by reducing traffic flow.

Main results

Increased acceptance: First, it was confirmed that both VR and AR can contribute to increasing the acceptance of measures aimed at reducing urban road traffic. This is an important finding, as it shows that immersive technologies can be valuable tools for citizen participation and urban planning.

VR and AR are equally convincing: Interestingly, there were no significant differences between the two technologies in terms of their effect on acceptance. Both VR and AR were equally convincing to participants. This suggests that both technologies are equally suitable for involving citizens early in planning processes and demonstrating the benefits of traffic measures.

Level of immersion has no effect: Surprisingly, the perceived immersion played a smaller role than expected. The results suggest that it is less about the depth of the immersive experience and more about making changes tangible and understandable. Even a high level of immersion does not necessarily lead to a change in opinion, as the impact depends more on the conveyed facts.

No mediation by familiarity with technology: Another question was whether familiarity with the respective technology could influence the perceived immersion. However, this assumption was not confirmed. Participants’ familiarity with VR or AR had no significant effect on their immersion experience. Therefore, even people with little experience with these technologies could benefit from their use.

Desire for parks, leisure facilities, and cleanliness: The qualitative responses emphasized an improvement in quality of life. Park-like structures were often desired, followed by an expansion of sustainable infrastructure, gastronomy, cultural offerings, and improved cleanliness in the district.

Conclusion

In summary, Joshua Klein’s thesis demonstrates that both virtual and augmented reality are effective tools for promoting the acceptance of measures aimed at reducing urban road traffic. The immersive experience of such measures through technologies like VR and AR gives citizens the opportunity to realistically perceive planned changes and better understand their benefits. A key advantage of the technology is that it not only stimulates citizens‘ imagination but also helps reduce uncertainties and build trust in the feasibility of such measures. These findings offer valuable insights for urban planning and citizen participation, particularly concerning the planning of sustainable mobility concepts. With VR and AR, cities like Stuttgart have an effective means of involving citizens early in planning processes and illustrating the positive impact of such projects on quality of life.

Further interesting contributions on this topic can be foundhere: Virtual Reality (VR) in urban planning – a helpful use of technology to increase the acceptance of a reduction in car traffic – Innovation Acceptance Lab

References

Frey, D., Gerkhardt, M. & Fischer, P. (2008). Erfolgsfaktoren und Stolpersteine bei Veränderungen. In D. Beck, R. Fisch, A. Müller & D. Beck (Hrsg.), Veränderungen in Organisationen: Stand und Perspektiven (S. 281- 299). VS Verlag für Sozialwissenschaften. https://doi.org/10.1007/978- 3-531-91166-3

Januar 10, 2024Januar 10, 2024

Will air taxis extend public transportation?

Cities and their surrounding areas have to face rising mobility and infrastructural challenges due to the increasing urbanization. Correspondingly, a new category for aerial vehicles and shared mobility concepts called urban air mobility (UAM) has emerged, offering a new dimension: the skyscape. Electrical Vertical Takeoff and Landing (eVTOL) aircraft, also known as air taxis, are considered the vehicle foundation of UAM. Air taxis provide a local, emission-free and infrastructure-conserving mode of transportation. For successful integration into the public transportation network, the intention to use and the willingness to accept air taxis must be present among potential users. Another important indicator for future infrastructure planning is the willingness to pay. Therefore, Hartmut Fricke, Robert Brühl, Laura Riza and Patrick Planing conducted a study that aims to investigate the willingness to use and pay for air taxis in various urban scenarios. This study was developed through an interdisciplinary research background and offers a first approximation for regular trips for each scenario.

Research Overview

The study, conducted in the greater Dresden area in Germany, integrates diverse research perspectives across different urban transport scenarios: societal acceptance, intention to use and willingness to pay. The data collection took place in the greater metropolitan area of the city, with a final sample of 1,074 participants. QR codes leading to a quantitative online survey were distributed to passersby at various locations within the city and on the outskirts to ensure that participants from different city areas were queried.
To ensure applicability in practical contexts, three scenarios meticulously drawn from real-life contexts were selected. One central factor that remained constant among the scenarios was that the air taxi covers the distance about 30 % faster than a car, conventional taxi, or bus and that there is less risk of delay due to external influences, such as congestion. Scenario 1 explored the utilization of air taxis as an individual transportation choice for a special occasion. Specifically, the application for a trip to an opera performance (“limousine case”). This scenario was chosen since the Dresden opera is among the most well-known operas in Europa and the most popular tourist location in the area. Scenario 2 examined an individual route from the respondent’s home to the Postplatz, a public square in the city center of Dresden (“taxi case”). Since the respondents reported their postal code, approximate distances to the location could be calculated for each scenario. In Scenario 3, the use of an air taxi as part of a fixed-schedule network was presented for a mid-distance flight in the larger city area (“bus case”).

Main findings of survey

Results indicated a restrained societal acceptance for air taxis among this sample in the greater Dresden metropolitan area.
→ Approximately half of the respondents indicated they do not want air taxis in Dresden in the future
Results indicated a restrained intention to use air taxis among this sample, with most respondents stating that it is unlikely they will use air taxis in the future.
Participants who would like to see air taxis in Dresden in the future would also be more likely to use them.
The intention to use air taxis in the future was highest in the limousine scenario and a similar intention emerged for the bus scenario. In the taxi scenario, the intention to use was lower.
The analysis revealed a significant difference in the intention to use air taxis between the limousine case and the taxi case, as well as between the taxi case and the bus case. No significant difference was found between the limousine and the bus scenarios.
The PSM-light method was used to determine price willingness. For the limousine case, the computed willingness to pay is €30 per flight. In the second scenario, the taxi case, participants’ willingness to pay is €15, and for the bus case, it is €18.

Conclusion

Overall, the data suggest that air taxis have not gained widespread acceptance yet, as approximately half of the respondents are not open to the idea of using them. The limited experience with air taxis, as they are not part of the transportation system, might contribute to the restricted acceptance of participants. Furthermore, the study reveals that people are more inclined to welcome the integration of air taxis into their cities if they perceive it as a technology they would use personally in the future. The scenario analysis revealed a greater inclination among respondents to use air taxis for special occasions compared to everyday commuting scenarios, indicating that people are more likely to consider air taxis for unique events rather than as a primary daily mode of transportation. Accordingly, consumers showed the highest willingness to pay in the limousine scenario. Based on this research, governmental authorities and industry stakeholders may consider the findings to develop a human-centered approach for future mobility and ensure successful implementation in the mobility networks of the future.
The complete study is available for open access in the Transportation Research Journal.

Juni 14, 2023Juni 10, 2023

User acceptance of automobile subscriptions and flat rate models

Subscription or flat rate models are flexible alternatives which have been used for many years now, especially in relation to large data bases which are now available, for instance, to Netflix or Spotify customers. Hence, it is worth to explore more flexible usage models, not only in the media (e.g., streaming or music), but in the automotive industry as well. Indeed, especially young drivers or people living in the city, seem to prefer having a car ready to use for a specific time period when needed instead of owning the vehicle. Thus, compared to typical options drivers have, i.e. buying or leasing a vehicle, subscription or flat rate models offer drivers a way to book a vehicle in a flexible way which can be canceled at any point.

„User acceptance of automobile subscriptions and flat rate models“ weiterlesen

Mai 17, 2023September 20, 2024

User acceptance of autonomous delivery robots in different application contexts

Recently, autonomous robots have been utilized increasingly for the delivery of food and packages. Even though these electrically powered vehicles have been used in the U.S. since 2018, pilot projects are just now becoming more popular in Germany. Due to their advantages for customers and society as a whole, delivery robots could become an important aspect of the scenery in future cities. More specifically, deliveries carried out by autonomous robots are environmentally friendlier and an efficient answer to the growing number of online deliveries. Furthermore, customers expect high flexibility as well as fast, but less-costly deliveries – demands which can be met by autonomous robots. However, user acceptance is essential for the successful implementation of this innovation. So far, user acceptance research surrounding autonomous delivery robots is limited and there is little empirical literature considering different application scenarios of the technology. Thus, two students of our business psychology program investigated factors influencing the customers’ acceptance of autonomous robots for last mile transportation of goods with a focus on current as well as potential future application scenarios.

„User acceptance of autonomous delivery robots in different application contexts“ weiterlesen

März 15, 2023Dezember 23, 2022

First empirical insights into the user acceptance of hyperloop

Innovative mobility concepts have repeatedly been the subject of our research. This blog post summarizes the study results on the acceptance of hyperloop, a transportation method based on low pressure tubes and a magnetic levitation belt. Hyperloop promises a faster and more energy-efficient alternative, especially compared to airplanes. As with most innovations, one major challenge is gaining the acceptance of (potential) users. Due to the limited knowledge among the general public and little research around hyperloop, this study aimed at identifying the factors impacting user acceptance of hyperloop while focusing on different levels of the users’ knowledge about them.

„First empirical insights into the user acceptance of hyperloop“ weiterlesen

September 13, 2021November 24, 2022

How does the optimal mobility app look like? – An investigation of usage expectations, usage barriers and usability aspects

The Stuttgarter Straßenbahnen AG (SSB) has been providing mobility services in public transport in Stuttgart and the surrounding area for over 150 years. The goal of the SSB is to fulfill its tasks as customer-friendly as possible and thus to gain additional passengers – especially with a view to air pollution control. As an important step to increase the attractiveness of public transport in Stuttgart, the so-called polygo app is now to be developed. The polygo app is intended to become a user-friendly information and booking platform which offers access to multi-modal mobility offers in Stuttgart and the region. Mobility services offered by SSB FLEX, as well as bicycle rental, carsharing and e-scooter providers are to be integrated in the app.

Source: SSB AG

„How does the optimal mobility app look like? – An investigation of usage expectations, usage barriers and usability aspects“ weiterlesen

Juli 26, 2021November 24, 2022

What do people think about bike-sharing-systems? Examining the acceptance and usage

Riding a bicycle is environmentally friendly and good for your health – so it’s no wonder that 64% of Germans own a bicycle (Statista, 2021a). The number of bicycles in Germany last year was higher than ever before at around 79.1 million (Statista, 2021b). However, if you don’t own a bike, or don’t have it with you at the moment, many German cities offer the option of renting one. So-called bike-sharing systems have become increasingly popular in recent years. In the city of Berlin, for example, there are more than 15,000 rental bikes (Technologiestiftung Berlin, 2019).

„What do people think about bike-sharing-systems? Examining the acceptance and usage“ weiterlesen

Mai 17, 2021November 24, 2022

Check-in/check-out in public transport: Understanding the users and the acceptance of CICO-BW app

I am sure many of you know this situation: Before using public transportation, you are wondering which ticket you need, how many zones your trip includes or which tariff you must pay (or which ticket is the cheapest alternative). These questions demonstrate that using public transportation in Baden-Württemberg is complicated, which diminishes the attractiveness and, thus, acceptance of public transportation. To support the transition to more sustainable mobility, a change in mobility behaviour is needed. Since facilitating the use of public transport is an important requirement of many people for using it (ADAC e. V., 2017), great attention should be paid to this aspect. Therefore, Baden-Württemberg started a project called CICO-BW. It involves the introduction of app-based e-ticketing with a check-in/check-out system and a daily best price guarantee.

„Check-in/check-out in public transport: Understanding the users and the acceptance of CICO-BW app“ weiterlesen