  With the advancement of self-driving technology, the commercialization of
Robo-taxi services is just a matter of time. However, there is some skepticism
regarding whether such taxi services will be successfully accepted by real
customers due to perceived safety-related concerns; therefore, studies focused
on user experience have become more crucial. Although many studies
statistically analyze user experience data obtained by surveying individuals'
perceptions of Robo-taxi or indirectly through simulators, there is a lack of
research that statistically analyzes data obtained directly from actual
Robo-taxi service experiences. Accordingly, based on the user experience data
obtained by implementing a Robo-taxi service in the downtown of Seoul and
Daejeon in South Korea, this study quantitatively analyzes the effect of user
experience on user acceptance through structural equation modeling and path
analysis. We also obtained balanced and highly valid insights by reanalyzing
meaningful causal relationships obtained through statistical models based on
in-depth interview results. Results revealed that the experience of the
traveling stage had the greatest effect on user acceptance, and the cutting
edge of the service and apprehension of technology were emotions that had a
great effect on user acceptance. Based on these findings, we suggest guidelines
for the design and marketing of future Robo-taxi services.
