Measuring user acceptance of and willingness-to-pay for CVI technology : final research report.

Details

• Alternative Title:
  Grant project title: measuring user acceptance of and willingness-to-pay for CVI technology.
• Creators:
  Shin, Hyeon-Shic ; Callow, Michael ; Farkas, Z. Andrew ; Lee, Young-Jae ; Dadvar, Seyedehsan
• Corporate Creators:
  Morgan State University
• Corporate Contributors:
  United States. Department of Transportation. Research and Innovative Technology Administration ; United States. Department of Transportation. University Transportation Centers (UTC) Program
• Subject/TRT Terms:
  • Acceptance
  • Attitudes
  • Consumer preferences
  • Crash avoidance systems
  • Drivers
  • Gender
  • Intelligent vehicles
  • Mobile communication systems
  • Simulation
  • Socioeconomic factors Willingness to pay
• Resource Type:
  Tech Report
• Geographical Coverage:
  United States
• Edition:
  Final research report
• Corporate Publisher:
  Connected Vehicle/Infrastructure University Transportation Center
• 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.
  More +
• Format:
  PDF
• Download URL:
  https://rosap.ntl.bts.gov/view/dot/31468/dot_31468_DS1.pdf
• File Type:
  [PDF - 9.25 MB]
• Collection(s):
  University Transportation Centers ; US Transportation Collection
• Main Document Checksum:
  urn:sha-512:e91ee24725b2bf5173e02540c2fd09c1bf9f39d14f2511dd5d76b134043f42766e6c4ad708f3f25037e7806e47af3b64a38d1dbb1b71237c88b618f4bea0a891