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2026 Vol.44, Issue 3 Preview Page

Article

Segmenting Potential Users and Analyzing Acceptance Differences of Automated Demand-Responsive Transit: The Role of Digital Affinity and Technology Trust

자율주행 수요응답형 대중교통의 잠재 이용자 유형화 및 유형별 수용성 차이 분석 : 디지털 친화도와 기술 신뢰도를 중심으로

Hyunwoo KIM1
,
Juhyoun YOUM2
,
Jinhee KIM3*
김 현우1
,
염 주현2
,
김 진희3*
1Masters Course, Department of Urban Planning and Engineering, Yonsei University, Seoul 03722, Korea
2Combined Masters & PhD Course, Department of Urban Planning and Engineering, Yonsei University, Seoul 03722, Korea
3Associate Professor, Department of Urban Planning and Engineering, Yonsei University, Seoul 03722, Korea
1연세대학교 도시공학과 석사과정
2연세대학교 도시공학과 석박통합과정
3연세대학교 도시공학과 부교수
*Corresponding Author
30 June 2026. pp. 331-349
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Abstract

Recent transportation systems are transitioning from traditional fixed-route public transit topersonalized mobility services based on user demand. In particular, autonomous demand- responsivetransit (ADRT), combining flexibility with automation, is emerging as a significant alternative.However, previous studies have predominantly focused on technological efficiency or macroscopicfactor analysis, leaving user-centric behavioral acceptance—crucial for successful ADRT adoption—relatively underexplored. This study aims to segment potential users of ADRT services based on theirfuture behavioral intentions (trip purposes) and to empirically analyze differences in digital affinity andtechnology trust among these segments, ultimately proposing customized adoption strategies. Toachieve this, a survey was conducted among 300 residents and workers in the Namyang-eup living labarea of Hwaseong-si, Gyeonggi- do. Using k-means cluster analysis on data regarding usage intentionsfor eight different trip purposes, five distinct potential user clusters were identified. The analysisrevealed statistically significant differences among these clusters not only in their usage intentions bytrip purpose but also in digital affinity, attitudes toward learning technology, trust in autonomous drivingtechnology, and socio-economic characteristics (age, occupation, income, car ownership, etc.). Thesefindings suggest that ADRT is not merely a technological innovation but an integrated transportationsystem that requires a multi-layered approach reflecting users’ behavioral characteristics and perceptionlevels. The study provides foundational evidence for developing customized strategies centered on userexperience and trust-building, thereby helping future ADRT service design and policy formulationmove beyond a purely technology-centric perspective and secure both academic and policy relevance.

Keywords
autonomous demand-responsive transit
cluster analysis
digital affinity
technology trust
user acceptance

최근 교통체계는 고정 노선 기반의 전통적 대중교통에서 이용자 수요에 기반한 맞춤형 이동 서비스로 전환되고 있으며, 특히 자율주행 기술이 결합된 수요응답형 대중교통(ADRT)이 새로운 대안으로 부상하고 있다. 그러나 기존 연구는 주로 기술적 효율성이나 거시적 요인 분석에 집중되어 ADRT 도입 성공의 핵심인 이용자 중심의 행태적 수용성 분석은 상대적으로 미흡했다. 본 연구는 ADRT 서비스의 잠재 이용자를 장래 이용 의향에 따라 유형화하고, 각 유형별 디지털 친화도와 기술 신뢰도의 차이를 분석하여 맞춤형 도입 전략을 제시하는 것을 목적으로 한다. 이를 위해 경기도 화성시 남양읍 리빙랩 지역 거주자 및 근로자 300명을 대상으로 설문조사를 수행하였으며, 8가지 통행 목적별 이용 의향 데이터를 기반으로 K-means 군집분석을 적용하여 5개의 잠재 수용자 군집을 도출하였다. 분석 결과, 각 군집은 통행 목적 별 장래 서비스 이용 의향뿐만 아니라 디지털 친화도, 기술 학습 태도, 자율주행 기술 신뢰도, 그리고 사회경제적 속성(연령, 직업, 소득, 차량 보유 등)에서 유의미한 차이를 나타냈다. 이는 ADRT 서비스가 단일한 기술 혁신이 아닌, 이용자의 행태적 특성과 인식 수준을 고려한 다층적 접근이 필요한 통합 교통체계임을 시사한다. 본 연구 결과는 향후 ADRT 서비스설계 및 정책 수립 시, 기술 중심적 관점에서 벗어나 이용자 경험과 신뢰 형성을 중심으로 한 맞춤형 전략 마련의 기초 자료를 제공한다는 점에서 학문적·정책적 의의를 가진다.

키워드
자율주행 수요응답형 대중교통(ADRT)
군집분석
디지털 친화도
기술 신뢰도
이용자 수용성
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Information
  • Publisher :Korean Society of Transportation
  • Publisher(Ko) :대한교통학회
  • Journal Title :Journal of Korean Society of Transportation
  • Journal Title(Ko) :대한교통학회지
  • Volume : 44
  • No :3
  • Pages :331-349
  • Received Date : 2025-10-27
  • Revised Date : 2025-11-22
  • Accepted Date : 2026-01-12
  • DOI :https://doi.org/10.7470/jkst.2026.44.3.331
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