This research uses a practical attempt to explore further determinants of consumer behaviour needs to be considered in modern TAM’s. Based on This study applies a qualitative and a quantitative method. On the one hand, qualitative data was collected with the World Café approach and on the other hand, the quantitative data was collected by an online-survey, resulting in an effective sample of 126 respondents. The findings show that consumers attitude towards self-driving cars is positive and negative. Those descriptive variables for the context of autonomous driving have to be identified as a first step. Conclusively, implications and future research topics are presented.

ABSTRACT
INTRODUCTION
CONCEPTUAL FRAMEWORK
METHODOLOGY
RESULTS
IMPLICATIONS & FUTURE RESEARCH
KEY REFERENCES
TABLES & FIGURES

• Abea Sippel(Institut of Marketing)