Analysis of consumer preferences regarding automated driving technology and driving environment: the case of South Korea
- Authors
- Jeon, Seungryong; Maeng, Kyuho; Cho, Youngsang
- Issue Date
- Nov-2023
- Publisher
- INDERSCIENCE ENTERPRISES LTD
- Keywords
- automated vehicles; consumer preference; conjoint analysis; mixed logit; willingness to pay; South Korea
- Citation
- INTERNATIONAL JOURNAL OF VEHICLE DESIGN, v.93, no.1-2, pp 41 - 65
- Pages
- 25
- Journal Title
- INTERNATIONAL JOURNAL OF VEHICLE DESIGN
- Volume
- 93
- Number
- 1-2
- Start Page
- 41
- End Page
- 65
- URI
- https://scholarworks.bwise.kr/kumoh/handle/2020.sw.kumoh/26494
- DOI
- 10.1504/IJVD.2023.134722
- ISSN
- 0143-3369
1741-5314
- Abstract
- This study analysed consumers' preferences regarding the technological attributes of automated vehicles (AV) and the driving environment. We conducted a conjoint survey among 1008 respondents in Korea. Based on the collected data, a utility function was estimated using a mixed logit model, considering the heterogeneity of the respondents' preferences. In the conjoint survey design, we considered six core technological and economic attributes of automated driving: road conditions, weather conditions, ambient lighting conditions, fuel efficiency, automated driving level, and price. The empirical results show high heterogeneity in consumers' attitudes towards AV technologies. By comparing the relative importance of these six attributes, we found that the price of the automated driving option is the most important attribute, followed by road conditions. Furthermore, the predicted market share of AVs, considering their technological evolution, shows that affordable price is an important factor for their diffusion.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - School of Industrial Engineering > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.