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Exploring Rural Perspectives on Automated Vehicles: The Role of Trust and Human-Machine Interaction
Citations
Abstract
The deployment of autonomous vehicles (AVs) holds an opportunity for enhancing mobility in rural regions, yet public acceptance remains uncertain due to factors unique to these contexts. This study investigates rural residents' perceptions of AVs, emphasizing the roles of trust, technology acceptance, privacy concerns, and human-machine interaction (HMI) design. A cross-sectional survey was distributed to rural adults in Iowa and Massachusetts, collecting information on demographics, technology use, transportation habits, physical mobility, and attitudes toward autonomous vehicles. The Technology Acceptance Model, trust in automation, and perceived privacy risks were used to predict behavioral intention to adopt AVs. The findings show that rural respondents have access to technology, but there is significant skepticism about the safety, reliability, and privacy of AVs. Trust in autonomous vehicles varied significantly across driving environments, with higher trust reported for highway and residential contexts and lower trust for complex environments such as construction zones and pedestrian-heavy areas. Perceived usefulness and trust were significant predictors of behavioral intention to use AVs, with privacy concerns acting as a moderator. Subsequent interviews with stakeholders, policymakers, technologists, and rural residents reveal that building trust and designing transparent, accessible HMIs are critical to increasing AV acceptance among rural populations. Recommendations from the survey and interview findings include targeted education campaigns, improved data privacy protections, and the creation of user-centered HMI designs that accommodate a wide range of accessibility requirements. By focusing on the nuanced concerns of rural residents, this study expands our understanding of equitable AV deployment strategies beyond urban-centric models. Future research should consider longitudinal designs and real-world exposure interventions to better understand trust formation and technology adoption over time.
Type
Dissertation (Open Access)
Date
2025-09
Publisher
Degree
Advisors
License
Attribution 4.0 International
License
http://creativecommons.org/licenses/by/4.0/
Research Projects
Organizational Units
Journal Issue
Embargo Lift Date
2026-09-01