Balancing Privacy and Acceptance: The Role of Anthropomorphism and Information Sensitivity in Autonomous Taxis

Abstract

This study investigates how anthropomorphic interface design and information sensitivity influence users' acceptance of autonomous vehicles (AVS), and examines the underlying role of privacy concern and its boundary conditions in a commercial autonomous taxi context. Addressing prior research that has predominantly examined anthropomorphism or privacy concerns in isolation, this study employs a 2 x 2 experimental design to test the main interaction effects ofanthropomorphism and information sensitivity on technology acceptance. The results demonstrate that both anthropomorphism and information sensitivity significantly affect users' acceptance of AV technology, with a significant interaction effect between the two. Specifically, when information sensitivity is high, lower levels of anthropomorphism lead to higher acceptance, whereas under low information sensitivity, anthropomorphic design enhances acceptance. Further analysis reveals that privacy concern mediates the relationship between anthropomorphism, information sensitivity, and technology acceptance. Moreover, cultural value orientation and technical familiarity moderate the effect of privacy concern on technology acceptance, such that the negative impact ofprivacy concern is attenuated among users with stronger collectivist orientations and higher levels of technical familiarity. By clarifying the sequential roles of design cues, privacy concern, and individual differences, this study reveals a dynamic balance mechanism between emotional engagement and perceived privacy risk in data-intensive mobility services. These findings advance understanding of privacy-acceptance dynamics and provide practical implications for the design and deployment of autonomous taxi interfaces.