중국 우한시 무인택시 이용자의 지각된 위험과 지각된 혜택이 브랜드 신뢰도와 만족도 및 재이용의도에 미치는 영향: 지역 주민과 관광객 비교연구

Effects of Perceived Risks and Benefits on Brand Trust, Satisfaction, and Reuse Intention: A Comparative Study of Local Residents and Foreign Tourists in Wuhan, China

Purpose - This study investigates the relationships among consumers’ perceived benefits and risks of driverless taxis, brand trust, satisfaction, and reuse intention. In addition, it conducts a multi-group analysis to identify differences based on consumers’ residential status. Design/methodology/approach - The research was carried out in Wuhan, China, with respondents who had experience using unmanned taxis. A total of 498 valid responses were obtained. Data were analyzed through frequency analysis, reliability testing, confirmatory factor analysis (CFA), structural equation modeling (SEM), and multi-group SEM. Findings - The results show that perceived benefits positively influence both brand trust and satisfaction, while perceived risks exert a negative effect. Brand trust and satisfaction, in turn, significantly enhance reuse intention. However, the indirect path from perceived benefits and risks to reuse intention through brand trust was not statistically significant. Instead, economic feasibility and safety had a positive indirect effect on reuse intention via satisfaction, whereas safety risk and economic risk had negative indirect effects. Finally, the multi-group analysis confirmed structural differences between local residents and international tourists. Research implications or Originality - Driverless taxis, enabled by advances in artificial intelligence and autonomous driving, are rapidly expanding in China and the United States. Yet empirical research on actual user experiences remains scarce, underscoring the novelty of this study. Nevertheless, its single-city, cross-sectional design limits generalizability, suggesting that future research should incorporate multi-city and longitudinal data.