Assessing Public Perception of Car Automation in Iran: Acceptance and Willingness to Pay for Adaptive Cruise Control

Abstract: Adaptive cruise control (ACC) is a technology that can reduce fuel consumption and air pollution in the automotive industry. However, its availability in Iran is low compared to industrialized countries. This study examines the acceptance and willingness to pay (WTP) for ACC among Iranian drivers. Data from an online survey of 453 respondents were analyzed using the Technology Acceptance Model (TAM) and an ordered logit model. The results show that perceived ease of use and perceived usefulness affect attitudes toward using ACC, which in turn influence behavioral intentions. The logit model also shows that drivers who find ACC easy and useful, who have higher vehicle prices, and who are women with cruise control (CC) experience are more likely to pay for ACC. To increase the adoption of ACC in Iran, it is suggested to target early adopters, especially women and capitalists, who can influence others with their positive feedback. The benefits of ACC for traffic safety and environmental sustainability should also be emphasized.