Driving Dilemmas: A Qualitative Exploration of Autonomous Vehicle Use in Thailand

This study explores the intricacies of autonomous vehicle (AV) acceptance within the unique landscape of Thailand where AV adoption remains a challenge despite some global success. Employing an in-depth interview methodology, our research is based on grounded theory in a qualitative approach, aiming to provide an understanding of this phenomenon. Our investigation is based on semi-structured interviews with 19 regular AV users, chosen after thorough background verification to ensure the research's credibility. These interviews, ranging from 45 to 60 min, facilitated an in-depth exploration of the subject matter. Employing ATLAS.ti software, one intriguing revelation from our study is the counterintuitive behavior of the participants: All Thai AV drivers regularly deactivate the autonomous functions of their AVs. Among others, this phenomenon is influenced by several factors, including Thailand's distinct traffic conditions, the unpredictable of local driving behaviors, and pervasive trust issues regarding the capabilities of autonomous systems. We meticulously detail the complexities surrounding AV adoption, shedding light on the multifaceted nature of the challenge. Our discussion offers a nuanced understanding of the factors contributing to the preference for manual control among Thai AV users, providing valuable information for policymakers, industry stakeholders, and researchers seeking to comprehend the intricacies of AV acceptance. In conclusion, this research serves as a foundational resource for future investigations by facilitating more effective strategies for AV integration in diverse global contexts.