Sustainable Management, Wertschöpfung und Effizienz Laurențiu Tăchiciu · Gregor Weber Markus Bodemann Editors Building Engagement for Sustainable Development Challenges of Sustainable Economy in Times of Accelerated Change Sustainable Management, ­Wertschöpfung und Effizienz Reihe herausgegeben von Gregor Weber, Breunigweiler, Deutschland Markus Bodemann, Warburg, Deutschland René Schmidpeter, Köln, Deutschland In dieser Schriftenreihe stehen insbesondere empirische und praxisnahe Studien zu nachhaltigem Wirtschaften und Effizienz im Mittelpunkt Energie-, Umwelt-, Nachhaltigkeits-, CSR-, Innovations-, Risiko- und integrierte Managementsysteme sind nur einige Beispiele, die Sie hier wiederfinden Ein besonderer Fokus liegt dabei auf dem Nutzen, den solche Systeme für die Anwendung in der Praxis bieten, um zu helfen die globalen Nachhaltigkeitsziele (SDGs) umzusetzen Pu­ bliziert werden nationale und internationale wissenschaftliche Arbeiten Reihenherausgeber Dr Gregor Weber, ecoistics.institute Dr Markus Bodemann Prof Dr René Schmidpeter, Center for Advanced Sustainable Management, Cologne Business School This series is focusing on empirical and practical research in the fields of sustainable management and efficiency Management systems in the context of energy, environment, sustainability, CSR, innovation, risk as well as integrated management systems are just a few examples which can be found here A special focus is on the value such systems can offer for the application in practice supporting the implementation of the global sustainable development goals, the SDGs National and international scientific publications are published (English and German) Series Editors Dr Gregor Weber, ecoistics.institute Dr Markus Bodemann Prof Dr René Schmidpeter, Center for Advanced Sustainable Management, Cologne Business School More information about this series at http://www.springer.com/series/15909 Laurențiu Tăchiciu · Gregor Weber · Markus Bodemann Editors Building Engagement for Sustainable Development Challenges of Sustainable Economy in Times of Accelerated Change Editors Laurentˏiu Tăchiciu Bucuresti, Romania Gregor Weber Breunigweiler, Germany Markus Bodemann Warburg, Germany ISSN 2523-8639  (electronic) ISSN 2523-8620 Sustainable Management, Wertschöpfung und Effizienz ISBN 978-3-658-26171-9 ISBN 978-3-658-26172-6  (eBook) https://doi.org/10.1007/978-3-658-26172-6 Springer Gabler © Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2019 This work is subject to copyright All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed The use of general descriptive names, registered names, trademarks, service marks, etc in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations This Springer Gabler imprint is published by the registered company Springer Fachmedien Wiesbaden GmbH part of Springer Nature The registered company address is: Abraham-Lincoln-Str 46, 65189 Wiesbaden, Germany Foreword The 21st century started with a prevailing concern regarding sustainability Influent personalities have announced the down of a new era of responsibility, and sustainability has become the most frequented concept by politicians, scholars, corporate leaders and civic movements representatives, all over the world While at discursive level appears to be a quasi-consensus in favor of a sustainable economic pattern, in practice the transition to sustainability faces the resilience of established interests which have contributed to the formation of modern societies and today represent the very foundation of our way of life The big picture shows incontestable progress in some fields - forged mainly through legislation and costly policy initiatives - accompanied by emblematic cases of success However, all these are delayed in acquiring an endemic character and the critical mass to demonstrate an actual shift to a sustainable economic model Additionally, nowadays technological race relies on a set of incentives nurtured by individuals’ inclination toward profit maximization, enrichment, possession of goods, envy, excessive expense, luxury and extravagance, generating, in turn, excessive resources’ consumption and wastage, with a speed of change that far exceeds the capacity of our communities to make informed and responsible choices This landscape invites to reflection about people behavior in everyday life, in different situations where a person can be found: at home or at work, as a consumer or producer, as a politician, a businessman or simply a citizen The behaviors are socially conditioned and rooted into traditions and ideologies However, behaviors are strongly influenced by knowledge and education, methods and institutions Looking into the future, one can imagine alternative scenarios: a society characterized by modesty, freedom and social responsibility versus a society characterized by extreme individualism, social risk and increased social divide The first scenario is the sustainable way It may well offer moral satisfaction, but it requires the sacrifice, to some extent, of individual material interests If that first scenario is the preferred option, then it is time to use knowledge, education, methods and institutions as tools for building strong engagement to a sustainable economy and society The contributors to the present volume have as common denominator the preoccupation for the human side of the transition to sustainability, while their approaches are diverse Onete, Budz and Teodorescu investigate the connections between spirituality and sustainability According to them, spirituality is connected to sustainability because both Foreword VI concepts eliminate time limits, referring to a future supposed to continue indefinitely They argue that spirituality is the foundation of the sense of community, aligning values and believes providing moral support and enhancing people engagement toward desired goals Spirituality can strengthen business organizations and their links with the society and should therefore be given greater attention in research as well as in education and training New challenges to sustainability come from the growing ageing population phenomenon The increasing longevity puts pressure on resources’ consumption and aggravates financial imbalances in society, calling for new approaches and solutions Drăgușin, Sỵrbu, Grosu and Iosif address the issue, advocating for some forms of prolonging active life for the elderly to create conditions for valorizing the seniors' expertise and wisdom on the one hand and for increasing the well-being of this category of population on the other In recent years, convincing evidence has been published, showing that gender equality in management positions contributes to achieving a better balance of short-term profitability and long-term sustainability Still, women continue to be discriminated against, even though this phenomenon sometimes has a tacit or occult character This issue is approached in this book by Săseanu, Felea and Zgură They explain the distinctive characteristics of women leadership style as compared with men leadership, assess the gender participation in leadership gap and conclude that there is no justification for discrimination Consumption patterns have the highest importance in driving the economy toward a sustainable model We witness significant changes in consumers’ orientation, which determinants, forms of manifestation and consequences in relation to sustainability require early assessment and deeper understanding In this area of concern, the research of Bobe, Toma and Procopie focuses on the factors that influence choices between organic and conventional food, and the work of Voinea, Popescu and Negrea discusses youth preferences regarding the consumption of cultural goods Apart from more specific results, both studies note a lack of information and education among consumers, which makes room for a docile, conformist and complacent behavior There is growing anxiety about how the education system responds to the current and future challenges Within this volume, this preoccupation is illustrated by several different approaches: a statistical analysis of the higher education evolution in Romania Foreword VII which include considerations regarding the need for more flexibility and better adaptation to business and social needs in general (Stanciu, Sârbu and Bucur), an empirical evaluation of a Business Administration bachelor program based on a survey among graduates (Vasiliu, Albăstroiu, Dina and Bucur), and an interesting proposition by Maiorescu, Giușcă and Sabou to improve problem solving in learning processes by using colors adapted to the nature of the problem Sometimes, even when a structured knowledge base is available, people fail to exploit it adequately because a superficial behavior in processing information, which might be a side effect of the nowadays information overload It means that people possess the information without understanding its meaning and without translating it into knowledge applied in performing everyday tasks This point is emphasized by Pamfilie, Bumbac and Vasilcovchi in a study about how innovation is handled by business organizations Existing practices may be questioned or may be improved, in order to further reduce resource consumption, reduce or avoid losses and waste Ceaușu, Olaru, Weber and Bodemann support placing greater emphasis on the impact of business start-ups on targeted socio-economic ecosystems in assessing the performance of start-up assistance organizations Another research team (Mateescu, Dinu and Maftei) discuss the opportunity to extend risk assessment methods by introducing detectability as an additional parameter to the traditional two: probability and severity Moreover, Geldmacher, Just, Grab and Kompalla propose improving technology acceptance models by introducing time as a factor in the analysis The present volume may provide readers the inspiration needed to design solutions to the problems they face in the current work More importantly, however, the volume urges reflection on the way in which each of us thinks and acts on a regular basis Sustainability is not only a matter that can be a profession for some, a flag in the struggle for power for others or a simple intellectual challenge Sustainability is not about smartness but wisdom Sustainability is about how we things and how we live our everyday lives The editors Table of Contents Connections between Spirituality and Sustainability Cristian Bogan Onete, Sonia Budz and Ioana Teodorescu ……………………………………………… Synergies of Longevity / Silver Economy and Senior Entrepreneurship for a Sustainable Society The Case of Romania Mariana Drăgușin, Mirela Octavia Sỵrbu, Raluca Mariana Grosu and Alina-Elena Iosif … 23 Exploring Gender Differences in Leadership: Cultural and Social Issues in Romania Andreea Simona Săseanu, Mihai Adrian Felea and Daniel Ion Zgură …………………………… 39 Organic vs Conventional Food in Romania: An Overview of the Buying Decision Magdalena Bobe, Maria - Alexandra Toma and Roxana Procopie ………………………………… 57 The Supremacy of Superficial Forms of Culture in the Preferences of the Young Consumer – a Dominant Characteristic of the Nowadays Consumer Society Lelia Voinea, Dorin Vicențiu Popescu and Teodor Mihai Negrea …………………………………… 75 Higher Education in Romania.Trends, Analysis and Statistics Silvius Stanciu, Roxana Sârbu, Doru Alexandru Pleșea and Raluca Crina Bucur …… 97 An Empirical Evaluation of a Business Administration Bachelor Program Cristinel Vasiliu, Irina Albăstroiu, Răzvan Dina and Mihaela Bucur ………………………………… 115 Using Colors for Efficient Problem Solving in Learning Irina Maiorescu, Smaranda Giușcă and Gabriel Cristian Sabou ……………………………………… 131 Innovation for Companies - Increased Application by Better Understanding its Particularities Rodica Pamfilie, Robert Bumbac and Andra Vasilcovschi ……………………………………………… 147 Startup Assistance Organizations: Performance Influence Factors and Metrics Ioana Ceaușu, Marieta Olaru, Gregor Weber and Markus Bodemann ………… 165 Risk Management Methods: FMEA and its Influence on Risk Handling Costs Ruxandra Maria Mateescu (Bejinariu), Vasile Dinu and Mihaela Maftei ……………………… 183 Derivation of a Modified Technology Acceptance Model for the Application on Self-driving Cars in a Car-sharing- model Based on Qualitative Research Wiebke Geldmacher, Vanessa Just, Benjamin Grab and Andreas Kompalla ………………… 197 Cristian Bogan Onete Sonia Budz Ioana Teodorescu Connections between Spirituality and Sustainability © Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2019 ˘ L Tachiciu et al (Hrsg.), Building Engagement for Sustainable Development, Sustainable Management, Wertschöpfung und Effizienz, https://doi.org/10.1007/978-3-658-26172-6_1 200 Derivation of a Modified Technology Acceptance Model in a Car-sharing-model The process of customer acceptance creation of final products has already received significant attention among scholars, which is showcased by the number of available literature on this matter Despite the obvious importance of customer input on technology creation, the matter of acceptance concerning new or innovations under development remains widely untouched from a scientific point of view This research paper compares acceptance models of innovation assisting to derive the forming process of customer acceptance for present forms of technology advancements, followed by an enrichment of these models with features allowing for use with new innovations The final results set the stage for the envisaged improvement to existing acceptance models in innovation The acceptance of autonomous cars in the eye of the public is a prime example for the lack of capturing non-existent innovation in the current acceptance models This innovative mode of transportation sparks heated debates including the issue of social acceptance However, the issue of public acceptance is a key success factor for self-driving cars and is a matter of both positive evaluation and resulting affect (Geldmacher et al., 2017a) In the absence of a suitable model, improvements to the unified theory of acceptance and use of technology (UTAUT) by Venkatesh et al (2003) were introduced by Geldmacher et al (2017a) As a hypothesis, both information and knowledge were added to the UTAUT model as significant influencing factors Its substance was verified on the basis of a trend analysis comparing the wish for information on the issue of autonomous driving in the German market as well as correlation with publications and the impact on stock market developments The key points of the chapter are the following ones: to point out the need for analysing acceptance for new business models to understand the concept of technology acceptance to identify the relevance of information and knowledge in regard to acceptance to understand the necessity for developing a modified acceptance model to identify relevant influencing factors in the acceptance process to understand the further application to business models Context and targets of the research on acceptance of self-driving cars 201 Context and targets of the research on acceptance of self-driving cars in a car sharing model 2.1 A paradigm change in the mobility sector and the necessity for technology acceptance Private owned cars stand for high flexibility and comfort in contrast to public transport A paradigm shift from possession (of a car) to usage (e.g car sharing) is anticipated, while door-to-door mobility is to be improved This paradigm change is characterized by several influencing factors, such as:  Demographic change and the need for transport modes for elderly  Increasing population and the need for a reduction of road traffic  Environmental protection through reduction of use of natural resources The implementation of self-driving cars in a car sharing model could hypothetically accommodate most of these changes or requirements Researching the technology acceptance of such a model allows potential operators to adjust their business model according to the influencing factors and needs of individuals 2.2 The concept of technology and its acceptance The term “technology” has been defined in different ways in accordance with its impact on economy and society Gibert (2004) characterizes the term “technology” as a productivity increase, related to positive changes and as a necessity for the further development of the society Technology acceptance is the eventual outcome of the use or knowledge of a particular technology Acceptance is thereby depicted as the outcome of a psychological process that starts with sole interest in a technology and eventually leads to the daily use (Kollmann, 1998; Jockisch, 2010) This process comprises the elements of evaluation and affect as a consequence and is generally influenced by the subject (individual), the object (technology) and the context (environment) (Lucke, 1995) The paper aims at identifying relevant influencing factors in the technology acceptance process for deriving a modified acceptance model For this purpose, technology acceptance models and theories in the literature are analyzed in regard to their influencing factors and their application to non-existent innovations – here at the example of self-driving cars in a car sharing model The literature suggests various technology acceptance models and theories However, 202 Derivation of a Modified Technology Acceptance Model in a Car-sharing-model the following paper examines the fundamental ones All of the identified models and theories combine the concept of forecasting the influencing factors towards acceptance The main theoretic characteristics of the identified models and theories are outlined below The "theory of reasoned action" (TRA) of Fishbein and Ajzen (1975) comprises the factors of influence and trigger A revised and prolonged version of the TRA, the so-called "Theory of planned behavior” (TPB) is characterized by the amendment of attitude, subjective norm and perceived behavioral control (Fishbein and Ajzen, 1975) Davis (1989) developed his “Technology acceptance model” (TAM) on the basis of the Theory of planned behavior by Fishbein and Ajzen (1975) In his model, Davis (1989) emphasizes the user through influencing factors such as perceived usefulness and ease of use In 1996, Davis and Venkatesh extended the model with external factors in the so-called TAM TAM 3, another model extension was presented in 2008 by Venkatesh and Bala (2008), who further distinguished the influencing factors of perceived ease of use Degenhardt (1986) and Schlag (1997) proposed models that were aimed at the application to designated fields Degenhard suggested a model for explaining acceptance in regard to utility of screen texts and included factors of system configuration, task characteristics and user characteristics (1986) Schlag aimed at measuring acceptance of road charges and focused on influencing factors such as problem awareness, responsibility attribution and subjective knowledge (1997) A rather different approach to acceptance models was established by Kollmann (1998) who explains acceptance in a dynamic process with several stages throughout his model General influencing factors on a macroeconomic, social, technological and political level were included for explaining acceptance of innovative goods or systems Elements from the presented models and theories were picked up by Venkatesh et al (2003) in the “Unified Theory of Acceptance and Use of Technology” Here, performance expectancy, effort expectancy, social influence and facilitating conditions were considered as influencing factors and amended with moderating effects of age, gender, voluntariness of use and experience The model was further extended to “UTAUT 2” with the elements hedonic motivation, price value, and habit were added to the previous model (Venkatesh et al., 2012) Context and targets of the research on acceptance of self-driving cars 203 The literature analysis has not accentuated relevant developments in the field of technology acceptance in the last years The presented models by Venkatesh et al and Davis were instead applied to current business cases 2.3 Information and knowledge as an influencing factor in the acceptance process Information and knowledge is believed to have an influence on the acceptance forming process In the model of Venkatesh et al (2012), “experience” was included as one of the influencing variables According to the authors of this paper, non-existent innovations are still measurable in regard to user acceptance As experience cannot be measured in this regard, information and knowledge on the innovation are believed to influence the process The terms “information” and “knowledge” are in close relation, nevertheless distinguishable by definition: “Information” is defined as knowledge regarding an object, a person or circumstances (Springer Gabler Verlag, n.d.) Knowledge however can be gained in an active or passive manner and is characterized by extensive information Methodology for developing a changed innovation acceptance model The derivation of a modified acceptance model for the applicaton on innovations in general and in particular for self-driving cars in a car sharing model, is based on qualitative and quantitative analysis In a first step, the literature analysis was extended to a comparative analysis of the presented acceptance models and theories In a second step, the investigated model were put into relation to each other to form the basis for a modified acceptance model In addition to this derivation of relations, the influencing factors of information and knowledge are investigated, based on their definition The liteature analysis revealed three key components (Geldmacher et al., 2017a):  external influencing factors, e.g macro-economic influences  individual influencing factors, e.g subjective knowledge, and  stages of use (e.g trial) The variables of each model were designated to one of the three previously mentioned components This assignment is based on the most recently developed UTAUT for consolidating existing models 204 Derivation of a Modified Technology Acceptance Model in a Car-sharing-model       Koll-mann    Degenhardt Schlag TAM TAM TAM External in- Voluntariness fluencing Image factors Output quality Usability Objective System configuration Political-legal influences Macro-economic influences Social-cultural influences Technological influences Individual Attitude influencing Subjective Norm factors Confidence Job relevance System anxiety Perceived effectiveness Perceived enjoyment Perceived usefulness Perceived ease of use Perception of external control Perceived behavioral control Perceived fairness Income Individual/user characteristics Subjective knowledge Responsibility attribution Stages of Problem awareness process Interest Trial Experience Behavioral intention Use/behavior TPB TRA Table Allocation of variables to elaborated acceptance models and theories (own table) (Source: Geldmacher et al., 2017b)                                                      While TRA, TPB and TAM exclude external influencing factors, all other investigated models incorporate both external and individual affecting elements Particularly the individual affecting components are of high significance in the investigated models Methodology for developing a changed innovation acceptance model 205 However, the model by Kollmann is practically identical to a renowned promoting model by Lewis: AIDA display (Lewis, 1903) The significance of joining the diverse stages from consideration regarding interest, want and activity into innovation acknowledgment models has been featured by Geldmacher et al (2017a) Contrasting the diverse segments (variables and influencing factors) of each model and its birthplace, UTAUT is obviously a mix of existing models with underneath clarified roots, represented in figure (Venkatesh et al., 2003):  Performance expectancy: perceived usefulness (TAM, TAM 2, TAM 3)  Effort expectancy: perceived ease of use (TAM, TAM 2, TAM 3)  Social influence: subjective norm (TPB)  Facilitating conditions (playful use of the system, system anxiety, perceived enjoyment, perception of external control (TAM 3)  Experience (TAM 3)  Voluntariness of use (TAM 3) Fig Relation of elaborated acceptance models and theories (Source: Geldmacher et al., 2017b) Gotten from the above broke down models, two sorts of hypotheses can be recognized, in view of internal and external influencing factors: for the most part relevant acceptance models and subject particular acceptance models While the introduced models all allude to existing developments that are dissected and estimated concerning the level of acceptance, new advancements that are not yet discharged are not considered in any case with these models (e.g technical knowhow) 206 Derivation of a Modified Technology Acceptance Model in a Car-sharing-model In view of the meaning of information, knowledge and acceptance, information is portrayed as an essential for knowledge that creates all through time (cf figure 3) Fig 3: Information and knowledge in the process to acceptance (Source: Geldmacher et al., 2017c) Acceptance is a result of knowledge or information, a definition for "acceptance" is necessary: Acceptance portrays a mental procedure that is described as an aggregation of assessment and influence (Geldmacher et al., 2017c) Equations can be used to determine the connection of information, knowledge and acceptance: = (1) = + (2) Theory: + = + (3) A = Acceptance, K = Knowledge, I = Information, EV = Evaluation, AF = Affect, x = Amount The accompanying investigation depends on effectively looking for information estimated by Google Trends (period under survey: mid-2012 until mid-2017) In any case, this kind of investigation has its constraints as it does exclude latently picked up gained information or generated knowledge This confinement can be kept away from by evaluating the level of information and knowledge, paying little respect to the frame (effectively or latently) through a survey and connect their effect on the level acceptance Derivation and development of a modified acceptance model for self-driving cars 207 Derivation and development of a modified acceptance model for self-driving cars in a car sharing model 4.1 The application of acceptance models and theories to non-existing innovations The application of the investigated models and theories to non-existent innovations and self-driving cars in a car sharing model in particular, is explored in this chapter The investigation is considered to be a prerequisite in the product or service development cycle Product resistance and its origin can be detected in this stage and lead to adjustments in the product and service design and the general business model even before product roll-out (Arnold and Klee, 2016) In order to evaluate the different models and theories, the different variables and components are considered in regard to their application for non-existing innovations The application of each model variable is evaluated on a three-stage scale: full transferability, part-transferability and no transferability The explored models and theories were thereby evaluated by their transferability, revealing required adjustments in the definition of variables in most cases An example for such an adjustment is the variable “image” that would only apply for companies that are already in the market with a different product or else people would not be able to evaluate the product’s image In addition to this analysis of application to non-existent innovations, the models and theories were generally evaluated, based on defined evaluation criteria (Geldmacher et al., 2017b):  Content (C1): Modeling the process of acceptance  Content (C2): Transferability of the model to non-existent innovations  Methodology (M): Allowing for a detailed evaluation, e.g correlations Based on these defined criteria, the explored acceptance models and theories were evaluated on a five-point scale (high numbers = criteria is met to a high extent) Implying, that the three defined evaluation criteria are equally evaluated (no weighting factor) by their maximum score of (C1, C2 and M), the maximum score equals 15 The evaluation of each criteria for the respective models is based on a subjective evaluation Further research, e.g expert interviews, is recommended for a full evaluation of the models with an extended criteria catalogue (Geldmacher et al., 2017b): As the evaluation shows, UTAUT represents the highest score in regard to the defined criteria The result is explainable through the fact that UTAUT was the latest 208 Derivation of a Modified Technology Acceptance Model in a Car-sharing-model developed model of the above considered ones and therefor describes a compilation of the previous developed models and theories In addition, the approach of UTAUT is generally more detailed with its amount of external influencing factors and the inclusion of different temporal stages The model is therefore more complex than e.g the first theories in this regard (TRA, TPB) Table Evaluation of acceptance models (Source: Geldmacher et al., 2017b) C1 C2 M TRA TPB TAM TAM 3 TAM 3 Degenhardt 2 Schlag 3 Kollmann 4 UTAUT 4 UTAUT 5 Sum 7 10 11 12 14 It is notable, that this comparison of models and theories for explaining acceptance were mostly created for a specific purpose The application of these models to nonexistent innovations is limited through the fact, that many of the comprised variables are not transferable, as most models require full knowledge and use of the product However, most recent models (Kollmann, Schlag, Degenhard, UTAUT) show the possible transferability to non-existent innovations with adjustments of some variables, elimination of few and inclusion of further variables The inclusion of further variables is proposed in the next sub-chapter UTAUT (2), with its high evaluation score, showed the highest compliance to the application to non-existent innovations A modification of the explored models is therefor based on UTAUT (2) The authors suggest a modified acceptance model below 4.2 The relevance of information and knowledge in the acceptance forming process The explored technology acceptance models and theories not include the variables of information and knowledge However, information and knowledge are believed to play a relevant role in regard to innovations and their acceptance This correlation is demonstrated by an analysis, operationalizing both information/knowledge as well as the two elements of acceptance (evaluation and affect):  Information / Knowledge: Google searches on the topic of self-driving cars Derivation and development of a modified acceptance model for self-driving cars 209  Evaluation: Evaluation of particular events (subjective evaluation: positive or negative connotation)  Affect: Reactions on the stock market of respective companies (positive or negative trend) The research was conducted regarding the years of mid-2012 until mid-2017 and elaborated on five noticeable peaks throughout this time These noticeable peaks were traced back to major events such as the announcement of new technologies in regard to self-driving cars, presentation of particular car brands with self-driving technologies, accidents of test cars, etc The analysis of the evaluation (subjective positive or negative connotation) of each of these events was then compared to the affect or the reaction on the stock market Positive developments generally lead to a positive stock market trend and vice versa (Schnobrich and Bartz, 2013) The analysis of each event in regard to evaluation and affect showed a clear match between event, evaluation and affect for all of the analyzed events This research therefore shows the correlation between information/knowledge and acceptance based on the chosen method: K + x = EV + AF As the stock market trend has its limitations in regard to interpretation due to further influences, the authors recommended to verify the result through practical research on the based example For this purpose, the same questions, aiming at measuring the acceptance was asked within the scope of a consecutive profound study This study supports the hypothesized theory of correlation, as “survey 1” (conducted in July/August 2017) shows lower results for consent as “survey 2” (conducted in February 2018) Meanwhile, it is believed that media increase the level of information and knowledge and thereby the level of acceptance 210 Derivation of a Modified Technology Acceptance Model in a Car-sharing-model Self-driving cars in a car sharing model can replace my current main transport mode due to their many advantages 30.0 25.0 20.0 15.0 10.0 5.0 0.0 Disagree Rather disagree Neutral Survey Rather agree Fully agree Survey Fig The acceptance of self-driving cars (Source: own figure) 4.3 The derivation of a modified acceptance model Based on this research of existing acceptance models and theories and the examination of correlation between information/knowledge and acceptance, supplemented by the analysis of motives for choosing a particular transport mode, a modified acceptance model can be derived For this purpose, motives of individual motorized transport modes (car) and public transport (bus, train, tram, etc.) are compared in a simplified network diagram with the seven core motives, using a nominal scale (6: high motive, 1: low motive) The data for evaluation is based on studies that analyzed motives for choosing particular transport modes (Geldmacher et al., 2017b) Fig Motives for the choice of different transport modes (Source: Geldmacher et al., 2017b) The motives for choosing the car as the preferred transport mode are traced back to its characteristics of allowing high flexibility, low travel time and thereby high simplicity Public transport in contrast is known for high comfort and easy process of ride In Derivation and development of a modified acceptance model for self-driving cars 211 this research, the authors assigned each of the above identified motives to one of the variables of UTAUT, thereby confirming their application to self-driving cars in a car sharing model In addition to the variables of UTAUT, the modified acceptance model incorporates different temporal stages similar to Kollmann’s acceptance model (1998), emphasizing the phases a customer passes through These stages are also known as the AIDA model: attention, interest, desire and action (Koschnick, 1983; Walker, 2014) Fig Modified acceptance model (Source: Geldmacher et al., 2017b) In the phase of attention and interest, the potential customer was not yet able to test the product but was put into a confrontation with it (e.g via media) This phase simultaneously highlights the relevance of information and knowledge as described above In the phase of desire, the customer has a desire to use the product (intention) until the action phase where the actual usage takes place The integration of these phases in the modified acceptance model also imply the influence of time on acceptance in general The modified acceptance model is therefor suggested as a three-dimensional model with the elements (Geldmacher et al., 2017b):  Influencing factors (internal and external)  Time (attention and interest, desire, action)  Acceptance (intent for usage, acceptance) 212 Derivation of a Modified Technology Acceptance Model in a Car-sharing-model Conclusions In times of changing mobility solutions this paper summarizes not the general trends but respective acceptance models or theories for new businesses, technologies and innovations This research focuses on innovations, which not exist yet but have to develop over a period of time Respective acceptance models and theories need to be adapted slightly in order to match the specific characteristics of innovations such as autonomous driving cars in shared mobility solutions After analyzing different types of acceptance models and theories UTAUT has served as a basis for further adjustments, as it suits the aspect of non-existent innovation best according to the authors Next to the choice of acceptance modeling research shows that there are several relevant factors for the acceptance itself In specific knowledge and information have been identified as preconditions of acceptance and the connection is described in a formula Evaluation and verification of connections or correlations of acceptance to information and knowledge are conducted based on stock market observations and afterwards reconfirmed by surveys For the specific example of self-driving cars in a shared mobility environment the authors adapted and extended existing acceptance models An important aspect of this model is the factor of time, which represents one axis of the three-dimensional model and which also considers the aspects of knowledge and information The other aspects of increasing acceptance and therefore ensuring success of the innovation are internal and external influencing factors Through this model further hypothesis can be derived In a subsequent step research based on empirical data needs to be obtained in order to validate the hypothesis Furthermore, interdependencies between variables can be revealed While in a last step, the overarching hypothesis regarding the acceptance of self-driving cars can be proofed or neglected in line with the answer on main factors for acceptance References Arnold, C., & Klee, C (2015) Akzeptanz von Produktinnovationen Eine Einführung Wiesbaden: Springer Fachmedien Davis, F.D., Bagozzi, P., Warshaw, P (1989) User acceptance of computer technology - a comparison of two theoretical models Management Science, 35(8), 982–1003 Davis, F.D., Venkatesh, V (1996) A critical assessment of potential measurement biases in the technology acceptance model: Three experiments In: International Journal of Human-Computer Studies, 45 (1), 19–45 References 213 Degenhardt, W (1986) Akzeptanzforschung zu Bildschirmtext Methoden und Ergebnisse München: Reinhard Fischer Fishbein, M., & Ajzen, I (1975) Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research Reading MA: Addison-Wesley Fitzgerald, M., & Arnott, D (2000) Marketing Communications Classics: An International Collection of Classic and Contemporary Papers Business Press Available at: https://books.google.de/books?id=D87AXudMvFwC Accessed 16 June 2016 Forbes (Ed.) (2011) Five Dangerous Lessons to Learn From Steve Jobs https://www.forbes.com/sites/chunkamui/2011/10/17/five-dangerous-lessonsto-learn-from-steve-jobs/#70adaf093a95 Accessed 23 February 2018 Geldmacher, W., Just, V., Kopia, J., Kompalla, A (2017a) Development of a modified technology acceptance model for an innovative car sharing concept with selfdriving cars BASIQ International Conference New Trends in Sustainable Business and Consumption - 2017, edited by Rodica Pamfilie, Vasile Dinu, Laurențiu Tăchiciu, Doru Pleșea, Cristinel Vasiliu, Proceedings of BASIQ, Vol 01 Geldmacher, W.; Just, V.; Kirschner, K.; Buchmüller, M.; Marquardt, K (2017c) The correlation of information and knowledge in regard to the acceptance level and their implication on self-driving cars in Germany, Ecoforum, Vol 6, Issue Geldmacher, W.; Marquardt, K.; Just, V.; Golowko, N (2017b) A comparative study on technology acceptance models and the application to non-existent innovations IBIMA - Vision 2020: Sustainable Economic development, Innovation Management, and Global Growth, Madrid, Spain, 08/11-09/11/2017, pp 56-67 Gibert, M G (2004) The Meaning of Technology Selected Readings from American Sources Jockisch, M (2010) Das Technologieakzeptanzmodell Das ist gar kein Modell, Bandow/Holzmüller Wiesbaden: Springer Kollmann, T (1998) Akzeptanz innovativer Nutzungsgüter und Nutzungssysteme Konsequenzen für die Einführung von Telekommunikations- und Multimediasystemen Wiesbaden: Springer Koschnick, W.J (1983) Standard Dictionary of Advertising, Mass Media and Marketing/Standard Worterbuch Für Werbung, Massenmedien und Marketing: English-German/Englisch-Deutsch W de Gruyter Available at: https://books.google.de/books?id=taeCA9_Hl2IC Accessed 17 June 2016 Lewis, E.S.E (1903) Catch-Line and Argument The Book-Keeper Vol 15 February 1903 Lucke, D (1995) Akzeptanz Legitimität in der "Abstimmungsgesellschaft" Wiesbaden: Springer Fachmedien Rogers, E M (1962) Diffusion of innovations New York: Free Press of Glencoe Schlag, B (1997) Road pricing-Maßnahmen und ihre Akzeptanz Fortschritte der Verkehrspsychologie 36 BDP-Kongreß für Verkehrspsychologie Bonn: Deutscher Psychologen Verlag, S 217–224 Schnobrich, S., Barz, M (2013) Die Business AG — Aktiengesellschaft für den 214 Derivation of a Modified Technology Acceptance Model in a Car-sharing-model Mittelstand: Ein Praxisleitfaden zur Kleinen AG, Springer Springer Gabler Verlag (Ed.) (n.d.): Gabler Wirtschaftslexikon Stichwort: Information Available at: http://wirtschaftslexikon.gabler.de/Definition/ information.html Accessed 15 July 2017 Venkatesh, V., Bala, H (2008) Technology Acceptance Model and a Research Agenda on Interventions Decision Sciences 39 Vol 2, pp 273–315 Venkatesh, V., Morris, M.G., Davis, F.D and Gordon, B (2003) User Acceptance of Information Technology: Toward a Unified View MIS Quarterly 23(3), pp.425–478 Venkatesh, V., Thong, J Y L., Xu, X (2012) Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology Walker, R (2014) Strategic Management Communication for Leaders, Cengage Learning Available at: https://books.google.de/books?id=YMQTCgAAQBAJ Accessed 17 June 2016 ... Tăchiciu · Gregor Weber · Markus Bodemann Editors Building Engagement for Sustainable Development Challenges of Sustainable Economy in Times of Accelerated Change Editors Laurentˏiu Tăchiciu Bucuresti,... consumed, then the cost of acquiring the remaining ones incline to increase, and therefore the operational costs of organisations incline to increase In Hawken’s opinion (1993), sustainability implies... being an aspect of sustainability The Oxford Dictionary defines quality as “the standard of something as measured against other things of a similar kind; the degree of excellence of something”