The empirical study of automotive telematics acceptance in Taiwan: comparing three Technology Acceptance Models

Automotive telematics comprises the applications of Global Positioning System (GPS) navigation, multimedia entertainment, wireless communications and automatic driving assistance systems. This study examined users’ acceptance of automotive telematics. Following the theory comparison approach, we evaluated including the Technology Acceptance Model (TAM), the Theory of Planned Behaviour (TPB) and Combined Technology Acceptance Model (TAM)-TPB model (C-TAM-TPB), that could explain users’ automotive telematics acceptance decisions. The respective models were evaluated using web-based survey data collected from 345 users about their perceptions of automotive telematics. Overall, the results revealed that the effect of Perceived Ease Of Use, Attitude and Perceived Behavioural Control were very important but that usefulness and Subjective Norm did not influence an individual’s Behavioural Intention. The implications of this study were also discussed.