What Drives Trust? : A Study of the Effects of Brand Trust and Trust in Technology on Consumer Confidence in Autonomous Vehicle Development

Abstract: Research Purpose: To examine the relationship between Brand Trust and Trust in Technology and establish a connection between the two with an additional examination into cognitive and affective trust. Research Method: This study is based on a qualitative research method and the data collection method selected is semi-structured interviews. The empirical data is based on 12 interviews and these interviews were analyzed through thematic coding. Conclusion: In determining BTDT, consumers rely primarily on Brand Reputation-related impressions and knowledge, specifically a brand's reputation. Further, attitudes of trust manifest themselves in either affective or cognitive responses based on the level of knowledge and experience a respondent has with a particular brand. Limitations: The main limitations of this study are based on the sample size of the respondents (12), as it is not necessarily a large enough sample to make significant conclusions. Further, the study was conducted in the home country of one of the studied brands, which could result in pre-existing biases among the respondents. Contribution: As such, this study explores the connection between Brand trust and Trust in Technology research as it relates to automotive brands and Autonomous Vehicle technology. It establishes a connection between both cognitive and affective dimensions of brand trust and trust in technology and the antecedents required to develop this trust and proposes the new theoretical concept of Brand Trust to Develop Technology.