A Grounded Theory Exploration of Air Taxis in Florida
Motivations for Adoption
DOI:
https://doi.org/10.32473/ufjur.25.133141Keywords:
motivations, air taxis, adoption, technology, e-VTOLAbstract
This study investigates Floridians’ perspectives on an emerging mode of transportation: air taxis, technically known as e-VTOL (electric vertical take-off and landing). This qualitative study aimed to identify the primary motivations for fostering acceptance and adoption by the general public. Three significant themes and seven sub-themes were identified through a grounded theory exploration of 13 in-depth interviews. The main themes encompass trust, a sense of agency, and the prolongment of excitement. Initial findings indicate that trust needs to be gained from the public through education, a guarantee of safety, and credible communication to generate acceptance of this new technology. However, findings suggest that Floridians view air taxis as a one-time entertainment, which does not guarantee adoption. Prolonging excitement and making passengers feel a sense of agency over their lives and time indicates that it will lead to adoption. The findings suggest a communication strategy to promote e-VTOL should be based on the three themes to ensure acceptance and adoption. Florida's future mobility plans can benefit from this qualitative research to re-imagine future cities, as few studies have assessed or investigated public motivations around this innovation.
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Copyright (c) 2023 Thais De Moraes Campello
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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