Urban Skies Reimagined: Factors Driving Advanced Aerial Mobility Acceptance in China's Greater Bay Area

In the era of rapid urbanisation and technological innovation, Advanced Aerial Mobility (AAM) emerges as a potential solution to various urban transportation challenges. This study examines the societal acceptance of AAM – a sustainable transport mode utilising electric vertical take-off and landing (eVTOL) aircraft – within China's Greater Bay Area (GBA), a region grappling with air pollution, traffic congestion, and cross-border mobility issues. By synthesising the Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM), we propose an extended model that incorporates trust as a crucial construct. Our model, empirically tested with a survey of 988 GBA residents, unveils the intricate factors shaping the intention to embrace this innovative mode of transport. Structural Equation Modelling confirms the model's validity, explaining 61% of the variance in AAM usage intention. In the proposed model, trust is identified as the most significant factor in explaining the acceptance of AAM. Our multigroup analyses further reveal nuanced insights: perceived usefulness and subjective norms significantly influence young adults' intentions, while perceived behavioural control plays a pivotal role in shaping men's inclination towards AAM adoption. These findings not only contribute to the theoretical understanding of technology acceptance but also offer valuable practical implications for informing the design, implementation, and regulation of AAM development in the GBA and beyond. By illuminating the factors driving AAM acceptance, this study paves the way for reimagining urban mobility in the skies of tomorrow.