첨단운전자지원시스템의 자동화 수준에 대한 사용자 인식 연구 - 시스템의 명칭과 사용자 기대 수준을 중심으로 - = Towards User Perception on Autonomy Levels of Advanced Driver Assistance System - Focusing on Naming and Users’ Expectation Level -

다국어 초록 (Multilingual Abstract)

Contrary to the rapid propagation of ‘Advanced Driver Assistance System’ in market, ADAS is being developed based on technology rather than user-centered. Technology-driven naming which appears in adaptation period of new technology could lead to incorrect users' perception. The Gap between the drivers’ expectations and the actual range of system may lead to overconfidence, which could increase the risk of misuse. Research has shown that the various marketing naming of ADAS occurs confusion to Korean drivers so that they might get incorrect expectations for automation. Moreover, the higher expectation of automation, the more likely it is to take actions that may affect safety. Therefore, making naming of ADAS that help driver to get correct perception is important. However, only common naming of ADAS could make it difficult for drivers to focus attention on driving tasks, so we propose ‘Attention Level’ that makes safe to use by correcting the driver’s expectations.

국문 초록 (Abstract)

첨단운전자지원시스템은 빠르게 시장에 도입되고 있지만, 아직 사용자중심보다는 기술 중심으로 개발되고 있다. 신기술 도입 시기에 주로 나타나는 마케팅 관점에서의 명칭은 잘못된 사용자 인식으로 이어지고 있다. 운전자의 기대와 시스템의 역할 범위의 차이는 과도한 신뢰로 연결되며, 오용에 의한 사고 가능성을 높일 수도 있다. 본 연구는 한국 운전자를 대상으로 첨단운전자지원시스템 명칭에 따른 사용자 인식을 연구하였다. 연구 결과 사용되고 있는 다양한 마케팅 명칭들은 사용자들에게혼란을 가중시키며 자동화에 대해 잘못된 기대를 할 가능성이 있는 것으로 나타났다. 또한 자동화에 대한 기대가 높을수록 안전에 영향을 끼칠 수 있는 행동을 시도할 가능성이 높아진다는 것을 확인할 수 있었다.
따라서 시스템에 대한 정확한 인식을 도울 수 있는 명칭을 만드는 것이중요하다. 그러나 표준화된 명칭만으로는 사용자들에게 운전에 대한 주의 집중을 유도하기 어려울 수 있기 때문에 시스템 사용 중에 운전자의잘못된 기대를 수정하여 안전하게 사용할 수 있도록 유도하는 ‘주의력집중 단계(Attention Level)’를 제안하였다. 본 연구를 통해 운전자의안전, 편의 그리고 신뢰를 향상시킬 수 있는 사용자 중심의 첨단운전자지원시스템 설계에 도움이 될 것으로 기대한다.

참고문헌 (Reference)

1 자동차읽어주는남자, "폭우가 쏟아지던 날, 신형 쏘나타 반자율주행 써봤습니다"

2 조재환, "테슬라, '오토파일럿' 표기 빼라는 獨에 반박" ZD NET Korea

3 HMG 저널, "자율주행 기술, 지금은 어느 단계일까?" 1boon

4 최민우, "반자율주행 사용하면 80% 주의태만..운전자에겐 독일까" 이데일리

5 안효문, "미 상원의원 "테슬라 '오토파일럿' 이름 바꿔!""

6 Trübswetter, N., "Why should I use ADAS? Advanced driver assistance systems and the elderly: knowledge, experience and usage barriers" Public Policy Center, University of Iowa 495-501, 2013

7 Teoh, E. R., "What’s in a name? Drivers’ perceptions of the use of five SAE Level 2 driving automation systems" 72 : 145-151, 2020

8 Abraham, H, "What's in a name: Vehicle technology branding & consumer expectations for automation" 226-234, 2017

9 American Automobile Association, "Vehicle Owners’Experiences with and Reactions to Advanced Driver Assistance Systems"

10 Hoff, K. A., "Trust in automation : Integrating empirical evidence on factors that influence trust" 57 (57): 407-434, 2015

11 Norman, D. A., "The design of everyday things" Basic Books 2002

12 Neal E. Boudette, "Tesla’s Self-Driving System Cleared in Deadly Crash" New York Times

13 Consumer Reports, "Tesla's Autopilot: Too Much Autonomy Too Soon - Consumer Reports calls for Tesla to disable hands-free operation until its system can be made safer"

14 Hyundai, "Sonata Advanced active safety system"

15 Insurance Institute for Highway Safety, "Road, track tests to help IIHS craft ratings program for driver assistance features" 53 (53): 3-5, 2018

16 Eastlink, "Results of 2018 Annual Victorian Self-Driving Car Survey"

17 AutoMoto TV, "New Volvo V60 - adaptive cruise control with pilot assist – animation"

18 Lund, A. M., "Measuring usability with the use questionnaire12" 8 (8): 3-6, 2001

19 American Automobile Association, "Long-Term Use of Advanced Driver Assistance Technologies Can Result in Disengaged Drivers"

20 Körber, M., "Introduction matters : Manipulating trust in automation and reliance in automated driving" 66 : 18-31, 2018

21 Bertel Schmitt, "German Government Asks Tesla To Rename Autopilot, And Drivers To Read Their Owner's Manual" Forbes

22 Jian, J. Y., "Foundations for an empirically determined scale of trust in automated systems" 4 (4): 53-71, 2000

23 Nees, M. A., "Drivers’ perceptions of functionality implied by terms used to describe automation in vehicles" SAGE Publications 62 (62): 1893-1897, 2018

24 National Highway Traffic Safety Administration, "Driver Assistance Technologies"

25 Kazi, T. A., "Designer driving : drivers' conceptual models and level of trust in adaptive cruise control" 45 (45): 339-360, 2007

26 J.D Power, "Customer Demand for Safety Technology Threatened by Overbearing Alerts" J.D. Power Finds

27 Carsten, O., "Control task substitution in semiautomated driving : Does it matter what aspects are automated?" 54 (54): 747-761, 2012

28 Consumer Reports, "Consumer Reports Initiative to End Confusion About Advanced Driver Assistance Systems"

29 Aarian Marshall, "Car Dealers Are Dangerously Uneducated About New Safety Features" WIRED

30 Wänke, M., "Brand name influence on brand perception" 24 (24): 1-24, 2007

31 Maheswaran, D., "Brand name as a heuristic cue : The effects of task importance and expectancy confirmation on consumer judgments" 1 (1): 317-336, 1992

32 Thatcham Research, "Automated Driving hype is dangerously confusing drivers, study reveals"

33 McKinsey & Company, "Advanced driver-assistance systems: Challenges and opportunities ahead"

34 Japan Automobile Federation, "ASVの認知度などに関するアンケート調査"

35 American Automobile Association, "AAA Recommends Common Naming for ADAS Technology"

36 American Automobile Association, "AAA Finds Driver Assist Vehicle Systems Struggle in Real-World Conditions"