United States Department of Transportation
i
Measuring user acceptance of and willingness-to-pay for CVI technology : final research report.
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2016-09-30
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[PDF-9.25 MB]
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Alternative Title:Grant project title: measuring user acceptance of and willingness-to-pay for CVI technology.
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Edition:Final research report
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Abstract:The increased prevalence of Connected Vehicles (CVs) is expected to provide significant safety
benefits to roadway users. Estimates indicate that the use of CVs will reduce non-impaired driver
crashes by 80 percent. To ensure that the full benefits of CVs are realized, it is critical for
transportation professionals to develop effective deployment strategies. However, the large
number of unknowns currently makes this difficult. For instance, there are (1) no clear-cut
deployment strategies due to a methodological void; (2) overly optimistic adoption estimates; and
(3) no unified roadmaps to which state and local governments must conform. Current studies
suggest that understanding drivers’ perceptions, needs, and acceptance of CVs will provide rich
information for solving these unknowns. As price is a serious barrier to CV technology
proliferation, the primary goal of the current study is to use an adaptive choice-based conjoint
analysis to estimate drivers’ acceptance of and willingness to pay (WTP) for CVs through a
simulation of participants’ purchasing decisions. Results show that, with regard to the acceptance
of safety features, acceptance of “collision warning packages” was the highest. Comparisons of
WTP considering several socioeconomic variables found that drivers between the ages of 40 and
49 years, African-Americans, those with less than a bachelor’s degree, and those with a higher
budget for vehicle purchase were positively related to WTP. Results also indicate that, at every
age, women are more concerned about safety than are men. While the study did not find statistical
differences in WTP between men and women, women’s budgets for vehicle purchases were lower
than men’s, and women reported significantly less prior knowledge of CVs. Also, women 50 and
older appear less interested in CV technologies. As a result of these findings, the research team
suggests that government agencies showcase CV technologies’ safety benefits via media catering
to mature women and at family-oriented public events.
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