The flying car is here – and it could change the world . BBC ( 2020 )
Edição Especial / Special Edition Janeiro / January 2024
Cultural influences on future transportation technology usage : The role of personal innovativeness , technology anxiety and desire
The flying car is here – and it could change the world . BBC ( 2020 )
Authors Michael Adu Kwarteng 1 , Alex Ntsiful 2
Affiliations
1
Tomas Bata University in Zlín , Faculty of Management and Economics , Department of Management and Marketing , Czech Republic
2
Tomas Bata University in Zlín , Faculty of Management and Economics , Department of Business Administration , Czech Republic
Revision School : School of International and Public Relations , Prague . Students : 3rd year students from the School of International and Public Relations , Prague .
ABSTRACT — Considering the heavy traffic and congestion in our cities nowadays , the transport and aviation industries to be precise , taking advantage of emerging digital technologies , have manufactured on-demand air mobility ( ODAM ) or flying taxis . ODAM is likely to be launched and become fully operational by 2030 , but its acceptability by the general public remains to be determined . Therefore , our research , aims to explore cultural and psychological factors that may affect the adoption of ODAM . The findings would help manufacturers of this innovation to be aware of and resolve these factors before the launch .
The study found that cultural factors such as tradition positively influence individual technology anxiety and desire to use ODAM . Second , the study also indicates that individual cultural values of Independence positively affect their innovativeness rather than their desire to use ODAM . Another important finding from the study is that there are group differences in the influence of uncertainty intolerance on technology anxiety , desire , and personal innovativeness toward future use of ODAM . Overall , the study suggests that individual cultural values play an important role in influencing the future use of ODAM through psychological characteristics .
Our findings provide business leaders , transport , and aviation manufacturers with relevant information on the ODAM acceptability picture in the future . Specifically , our study informs these leaders of the need to provide massive marketing communication and education about ODAM , wherein consumers ' concerns relating to cultural values and psychological characteristics such as technology anxiety will be significantly addressed . A well-thought-out integrated marketing communications strategy using our study findings will help consumers ’ to be confident towards ODAM use in the near future .
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