Effect of autonomous vehicle-related eWOM on (fe)males’ attitude and perceived risk as passengers and pedestrians

Purpose This study investigates how autonomous vehicle (AV)-related electronic word-of-mouth (eWOM) of different polarities affects attitude and perceived risk from the perspectives of both passengers and pedestrians and whether any gender differences exist. It also seeks to identify AV-adoption user archetypes. Design/methodology/approach An online experiment was conducted, manipulating eWOM polarity (positive, negative or mixed) as a between-participants factor. Findings While eWOM polarity did not affect attitude, perceived risk was the highest in the mixed eWOM condition. Males and females differed from each other in terms of attitude toward AVs from a passenger perspective, attitude toward AVs from a pedestrian perspective and perceived risk for passengers in AVs. Four AV-adoption user archetypes were identified: AV watchfuls, AV optimists, AV nonchalants and AV skeptics. Originality/value The paper contributes to the AV adoption literature by adding the effects of eWOM. It not only sheds light on how AV-related eWOM polarity affects attitude and perceived risk but also teases out nuances from the perspectives of passengers and pedestrians as a function of gender.