Otonom araçların geleneksel araçlara kıyasla algısı
Perception of autonomous cars compared to traditional cars
Yazar: ÖNDER CEM HAZIR
Danışman: PROF. DR. SEÇKİN POLAT
İstanbul Teknik Üniversitesi / Lisansüstü Eğitim Enstitüsü / Endüstri Mühendisliği Ana Bilim Dalı / Mühendislik Yönetimi Bilim Dalı
Derece: Yüksek Lisans, 2021
Konu: Endüstri ve Endüstri Mühendisliği = Industrial and Industrial Engineering
Dizin: Tüketici algısı = Consumer perception

Özet:
Bu araştırmada, kullanıcıların otonom araç algısının geleneksel araç algısından farkı incelenmiştir. Kullanıcıların otonom ve geleneksel araç algılarını ölçmenin yanı sıra ideal araç algıları da araştırılmıştır. Konu için anket çalışması yürütülmüş, Türkiye ve Almanya ağırlıklı olmak üzere 167 kişinin katılımı sağlanmıştır. 
Kullanıcıların otomobillere ait algıları anket aracılığıyla toplanmıştır. Anket, 4 araç tipini ve 19 kullanıcı algısı içerecek şekilde tasarlanmıştır. Araç tipleri tam otonom, kısmi otonom, geleneksel ve ideal araç olarak belirlenmiştir. Ankette, kullanıcı algılarının yanı sıra kişilerin yaş, cinsiyet ve yaşadığı ülke gibi demografik; otonom araç bilgisi, teknolojiye güven, elektronik araç dayanıklılığı, internet korsanlığı ve kişisel veri paylaşımı gibi kişisel endişe karakteristikleri bilgileri de sorulmuştur.
Kullanıcıların otomobillere yönelik algıları uyum analizi yöntemiyle incelenmiştir. Uyum analizi, veri noktaları arasındaki varyanslara odaklanır ve faktörleri optimize ederek basite indirgemek için en az değişken düzlemli bir düzleme yansıtmaya çalışır. Boyut küçültüldükten sonra, grafik gösterimde analizi daha kolay olacak iki boyutlu bir yüzeye yansıtılır. Bu görsel incelenerek sonuçlar yorumlanır.
Türkiye ve Almanya için ülke ve kullanıcı algısı analizi yapılmıştır. Kullanıcıların en ayrıştırıcı algı olarak gördükleri aracın alım fiyatı olmuştur. Fakat bu düşük fiyatın iyi olduğu algısı değil, geleneksel araçların düşük fiyatlı ve otonom araçların yüksek fiyatlı algılandığı şeklindedir. Kişilerin ideal araç algısı geleneksel ve otonom araçlar arasında görülmüştür. İkinci önemli algı olan sürüş keyfi tamamen geleneksel araçlarla bir algılanmaktadır ve otonom araçların kullanımı için önemli bir engelleyici etmen olarak karşımıza çıkmaktadır. Otonom araçların kullanılmasının en büyük destekleyici algısı da düşük zihinsel yorgunluktan geçmektedir. Katılımcılar, özellikle Türkiye'de, düşük zihinsel yorgunluğu tam otonom araçlarla eşleştirmişlerdir.
İkinci olarak katılımcıların demografik, endişe ve kullanım karakteristikleri analize tabii tutulmuştur. Literatür otonom araç algısının genç erkekler tarafında olduğu belirtirken bu araştırma tüm yaştaki kadınların güçlü bir tam otonom araç algısı olduğunu, 30 yaş üstü erkeklerin de güçlü bir geleneksel araç algısı olduğunu göstermektedir. Aynı zamanda 30 yaş altı erkeklerin literatür ile uyumlu olarak otonom algısının yüksek olduğu görülmektedir. Ülkeler bazında baktığımızda ise gelişmiş ülkelerin algısı otonom araçlar yönündeyken gelişmekte olan ülkelerin algısı geleneksel yönündedir. Ayrıca Hofstede'nin örgüt kültürü modelinin belirsizlikten kaçınma boyutu ile bağlantı bulunmuştur.
Uyum analizi sonuçlarına göre otonom araç algısını değiştiren iki önemli endişe karakteristiği bulunmaktadır. Bunlar, elektronik cihazların dayanıklılığı ile yaşamsal risk söz konusu iken teknolojiye güvendir. Teknolojiye güvenen ve elektronik araçları dayanıklı bulan kişileri otonom araçları tercih etme olasığı daha yüksektir. İnternet korsanlığına karşı ise yalnızca çok fazla endişeli olan kişilerde otonom karşıtı bir algı oluşturduğu görülmüştür. Kişisel veri paylaşımı ve kullanım karakteristiklerinin otonom algısına güçlü bir katkısı olmadığı söylenebilir.
Bu araştırmanın sonuçları, otomobil üreticileri tarafından otonom araçlar üzerindeki geliştirmelere ışık tutması için kullanılabilir. İnsanlar otonom araçlara olumlu yaklaşsa da fiyat ve sürüş keyfi, uzun süre daha geleneksel araçlar ürün portföyünde yerini koruyacaktır. Kadınlar ve genç erkekler otonom araca yöneliyorlar, bu yatırım için iyi bir haber çünkü nüfusun yarısından fazlası otonom araçlara karşı olumlu bir algıya sahip bir piyasayı oluşturacaktır. İnsanlar aynı zamanda otonom teknoloji için güçlü bir güven ve güvenilirlik anlayışına ihtiyaç duymaktadır, bu nedenle bunları insanlara sağlamak üreticilerin ilk önceliği olmalıdır.

Abstract:
Autonomous vehicles are not just an idea but becoming a useful fact into the world. People are more interested into the subject and automotive industry is aware of it. Many of the current automobile producers are currently working on the subject. Competition may become fierce by new entries driven by technology firms. Autonomous vehicles by nature depend very much on data analysis and artificial decision-making which is quite in line with software firms' goals. Traditional firms are also taking the help of technology firms' through joint ventures to be able to stay competitive also in the future.
Technology offers various of advantages. Expected advantages for now are decrease in the accidents, injuries and death in the roadway, decreases in emission level and increase in efficiency of road infrastructure usage. In addition, it will provide the possibility of elderly and children to commute easily. However, benefits might come with some challenges. For example, free time when commuting would be put in use by working requirements.
The future of the autonomous vehicles are yet to be discovered, however, autonomous features are readily on the market. Premium brands already put options like cruise control, crash avoiding systems into the vehicles. Many researches gives different dates for autonomous vehicles, but it generally ranges from 2030 to 2050 for well establishment of the technology.
There are three focus areas at the moment. These are electric vehicles, shared vehicles and autonomous vehicles. Starting with shared vehicles, the world is evolving to electric and autonomous vehicles respectively.
Electric vehicles are still in development period. It is already taking 2.6% of yearly sales in 2019 and has a growth rate of 40% on average. Shared vehicles are trending because purchasing a car is not easy for many people. This type of transportation is flexible and efficient for all.
People are not well aware of autonomous technology and it causes people to hesitate of using it. Autonomous cars are perceived much riskier to conventional cars, even though there is a great advantage of using an autonomous car. A research done in 2019 shows that 69% of the participants never heard the autonomous vehicles. It is causing an unwillingness to accept this new technology. The biggest challenges for autonomous technology to be a part of our daily life will be mostly physiological driven but not technology driven. 
Climate change is drawing attention at the moment and due to CO2 regulations of the European Union, automotive producers are heavily investing on electric vehicles. This was not a demand driven by the users but the governments forcing to change. Exact same could happen with autonomous vehicles. Accidents caused by human error can be easily avoided by using autonomous technologies and government could enforce autonomous cars to avoid human error just like CO2 for electric cars. 
Another drawback of the autonomous technology is the situation of laws. It is not yet clearly defined, but it should take a shape soon because automobile producers are investing in the technology. Questions like who will be the responsible in case of an accident is still not clear and needs further development.
Our research will focus on the consumer perspective for the autonomous vehicles along with traditional and ideal vehicle. Since the data will be collected with survey, it will have categorization variables and analyzing these variables would be possible with correspondence analysis. Analysis can be done after converting the survey data into contingency tables. The correspondence analysis focuses on the variances between data points and tries to reflect it into a plane to increase the explain the factors. After reducing the dimension, it is reflected to a two-dimensional surface which would be easier to analysis in graphical representation. This visual presentation is examined for proximity.
The survey to collect analysis data is designed in matrix form which matches car types with user perceptions. The car types defined in this research are fully autonomous cars, partially autonomous cars, traditional cars and ideal cars. Fully autonomous cars are not yet in the market, ideal car is dependent of the users imagination and partially autonomous cars are not reachable for everybody which gives a disadvantage for the analysis. But working on perceptions, we can live with lack of real life examples and purely focus on imagination on that. 167 people participated and these participants of this survey is highly educated and are in quite good financial conditions which represent early adopters in the literature.
The analysis starts with country and consumer perception analysis of Turkey and Germany. In spite of cultural and economic development differences, the two countries were representing similar outcomes. The first perception that is deviating from every other perception is the price of the vehicle. But it does not necessarily mean that lower price would be their ideal car, but the general perception is to match traditional cars with low price and autonomous cars with high price. The ideal perception of the people is between these two types. 
The second perception that is focused by two countries is the fun of driving. Participants in both countries match this perception with traditional cars, however, Germany have given less focus than Turkey. The reason behind that German users are more focused on driving performance of the car which is another fun in driving, but performance focused version. Autonomous cars are also fun according to researchers, however, not the way that a traditional car can offer.
Third important and closely releted with autonomous vehicles' perception is reducing of the stress while driving. This perception is valid for both countries, however, Turkish users are clearly matching this perception with fully autonomous vehicles. German users also think similarly, but they also give credit to the partly autonomous vehicles.
Further results are driven by demographic, concern and usage characteristics of the participants. This is also done with correspondence analysis. For demographic analysis, gender, age, country of living has been analyzed. For concern characteristics, autonomous vehicle knowledge, trust to technology with life, reliability of electronic components, trust/hackers and share of personal information has been analyzed. Finally, usage characteristics of usage purpose, traffic contingency and the time spend in the car has been analyzed. 
Age and gender for autonomous cars has a rich research background. Many of the researchers claim that young males will be the main focus of fully autonomous vehicles, whereas our research shows that women will be higher perception for fully autonomous vehicles and younger man are changing their perception toward fully autonomous. Males older than 30 have a strong perception of traditional cars.
Country plays a part as well for the autonomous car perception. Developed countries like Germany and Belgium has strong perception for autonomous vehicles, whereas countries like Turkey and India has a perception towards traditional vehicles. 
Technology trust when life is at stake and reliability of the electronic devices plays a crucial perception towards autonomous vehicles. For both of the perceptions, the more would mean having better perception towards fully autonomous vehicles and the less would mean perception towards traditional vehicles. Internet piracy and hackers does not have a clear pattern in autonomous car perception, however, it is observed that people with high anxiety towards piracy has a perception on traditional vehicles. Private data sharing characteristic does not play a significant role in autonomous vehicle perception.
Usage characteristics are also not strong to explain perceptions. Usage purpose was the main perception with only %90 of trust interval. The people that is more towards business purposes clearly selected the autonomous vehicles and the people with enjoyment purposes went for traditional cars. The third pillar was %50-%50, but this category did not side with any of the perceptions which acted independent. Traffic jam and the time spent in the vehicle did not give any useful result.
This research could be used by car manufacturers regarding their development on autonomous vehicles. Even though people are positive towards autonomous vehicles, price and enjoyment of driving will be towards traditional vehicles which will take car portfolio for a long time. Women and younger men are quite towards autonomous vehicle this is good news for investment since more than half of the population will have positive perception towards autonomous vehicles. People also have a strong understanding of trust and reliability for the autonomous technology so providing these to people should be the first priority of the manufacturers.