Negative attitudes towards cyclists influence the acceptance of an in-vehicle cyclist detection system

The shift towards automation and safer vehicles will increasingly involve use of technological advancements such as Advanced Driver Assistance Systems (ADAS). Nevertheless, these technologies need to meet users’ perceived needs to be effectively implemented and purchased. Based on an updated version of the Technology Acceptance Model (TAM), this study analyses the main determinants of drivers’ intention to use an ADAS aimed at detecting cyclist and preventing potential collision with them through an auto-braking system. Even if the relevance of perceived usefulness, perceived ease of use and trust on the acceptance of a new system has been already discussed in literature, we considered the role of an external variable such as attitudes towards cyclists in the prediction of an ADAS aimed to improve the safety of cyclists. We administered a questionnaire measuring negative attitudes towards cyclists, trust, perceived usefulness, perceived ease of use and the behavioural intention to use the system to 480 Italian drivers. Path analysis using Bayesian estimation showed that perceived usefulness, trust in the system, and negative attitudes towards cyclists have a direct effect on the intention to use the ADAS. Considering the role of attitudes towards other road users in the intention to use new ADAS aimed to improve their safety could foster the user’s acceptance, especially for those people who express a negative representation of cyclists and are even more unlikely to accept the technology.