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<p>Efforts to gain consumer understanding are globally considered essential to launching innovative services in the public transportation industry. Surprisingly, knowledge about marketing communication that increases consumer acceptance is lacking, despite this recognition. We conducted three studies to answer the research question: “Does entertainment-based imagination increase the intention to use autonomous taxis and flying taxis?” Using a propensity score approach, Study 1 showed that the experience of the immersive theme park attraction <i>Soaring Fantastic Flight Attraction</i> at the Tokyo Disney Resort increased the intention to use flying taxis. Study 2 used a randomized controlled trial approach to show that the imagination generated by the storytelling of the related entertainment movie <i>Cars</i> increased the willingness to use autonomous taxis. Study 3 used a structural equation modeling approach to clarify the mechanism by which entertainment storytelling affected the motivation to use innovative services for autonomous taxis (<i>Cars</i> and <i>Transformers</i>) and flying taxis (<i>Harry Potter</i> and <i>Star Wars</i>). Entertainment-based imagination amplified the effect of storytelling on marketing communication. Furthermore, entertainment storytelling had no effect on perceived risk, which is a realistic perspective, but increased perceived benefit. However, we confirmed an interaction in which entertainment storytelling reduced risk in people with individual innovativeness.</p>

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The effect of entertainment-based imagination on attitudes toward innovative services: evidence from the perspective of transportation services in Japan

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年7月8日

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  • Takumi Kato,
  • Yao-Chin Wang

摘要

Efforts to gain consumer understanding are globally considered essential to launching innovative services in the public transportation industry. Surprisingly, knowledge about marketing communication that increases consumer acceptance is lacking, despite this recognition. We conducted three studies to answer the research question: “Does entertainment-based imagination increase the intention to use autonomous taxis and flying taxis?” Using a propensity score approach, Study 1 showed that the experience of the immersive theme park attraction Soaring Fantastic Flight Attraction at the Tokyo Disney Resort increased the intention to use flying taxis. Study 2 used a randomized controlled trial approach to show that the imagination generated by the storytelling of the related entertainment movie Cars increased the willingness to use autonomous taxis. Study 3 used a structural equation modeling approach to clarify the mechanism by which entertainment storytelling affected the motivation to use innovative services for autonomous taxis (Cars and Transformers) and flying taxis (Harry Potter and Star Wars). Entertainment-based imagination amplified the effect of storytelling on marketing communication. Furthermore, entertainment storytelling had no effect on perceived risk, which is a realistic perspective, but increased perceived benefit. However, we confirmed an interaction in which entertainment storytelling reduced risk in people with individual innovativeness.