I’m curious, I’m open to it, I test it, I trust it! A focus groups study to understand a-priori trust in automated buses

Abstract

Trust is regarded as one of the main predictors for adopting automated buses (ABs). However, theories about trust (development) in technology generally vary and an in-depths study about trust in ABs specifically is still outstanding. The present study fills this gap by presenting results from focus group interviews to trust (development) in shared automated buses prior to exposure. The objectives of this study are to contrast participants’ naïve concepts of trust with theory and to identify underlying factors influencing a-priori trust in ABs. Results show that the N = 21 focus group participants use different strategies to familiarise themselves with the new technology of ABs, e.g., comparisons with familiar technologies, fundamental tendencies to approach or avoid, additional information seeking, or anthropomorphisation. These strategies largely support existing theories on trust (development) in technology. Differences between naïve interpretations of trust and its theoretical assumptions were found in focus group debates where more control over technology limited uncertainty and led to more trust. While theories suggest control and trust to be incompatible opposites, participants see control as a way to enhance trust. We provide starting points for further theory development and expansion and stress the importance of explanations in emerging technologies for trust and acceptance building.