The effect of entertainment-based imagination on attitudes toward innovative services: evidence from the perspective of transportation services in Japan

Engineering notes

Key topics: autonomous driving, control. See the paper for implementation details and experimental results.

Chinese explanation / 中文解读

中文解读待补充：本站会优先为端到端自动驾驶、BEV感知、3D目标检测、轨迹预测、路径规划、LiDAR感知等高价值论文补充中文说明。

Original abstract

Abstract Efforts to gain consumer understanding are globally considered essential to launching innovative services in the public transportation industry. Surprisingly, knowledge about marketing communication that increases consumer acceptance is lacking, despite this recognition. We conducted three studies to answer the research question: “Does entertainment-based imagination increase the intention to use autonomous taxis and flying taxis?” Using a propensity score approach, Study 1 showed that the experience of the immersive theme park attraction Soaring Fantastic Flight Attraction at the Tokyo Disney Resort increased the intention to use flying taxis. Study 2 used a randomized controlled trial approach to show that the imagination generated by the storytelling of the related entertainment movie Cars increased the willingness to use autonomous taxis. Study 3 used a structural equation modeling approach to clarify the mechanism by which entertainment storytelling affected the motivation to use innovative services for autonomous taxis ( Cars and Transformers ) and flying taxis ( Harry Potter and Star Wars ). Entertainment-based imagination amplified the effect of storytelling on marketing communication. Furthermore, entertainment storytelling had no effect on perceived risk, which is a realistic perspective, but increased perceived benefit. However, we confirmed an interaction in which entertainment storytelling reduced risk in people with individual innovativeness.

Links and sources

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