Which factors affect willingness-to-pay for automated vehicle services? Evidence from public road deployment in Stockholm, Sweden
Introduction: Travel demand and travel satisfaction of a transport service are affected by user perceptions of the service quality attributes, and such perceptions should be included in studying user willingness-to-pay (WTP) for automated vehicle (AV) services. This study applied structural equation...
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Engineering::Civil engineering Automated Vehicle Demand Responsive Chee, Esther Pei Nen Susilo, Yusak O. Wong, Yiik Diew Pernestål, Anna Which factors affect willingness-to-pay for automated vehicle services? Evidence from public road deployment in Stockholm, Sweden |
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Introduction: Travel demand and travel satisfaction of a transport service are affected by user perceptions of the service quality attributes, and such perceptions should be included in studying user willingness-to-pay (WTP) for automated vehicle (AV) services. This study applied structural equation modelling with service quality attribute perceptions as latent variables affecting WTP. Objectives: We investigated how WTP AV services are affected by socio-demographic characteristics, knowledge and experiences with AV, existing travel modes and particularly, perceptions of the associated service quality attributes. The AV services are: 1) on-demand personalised AV (PAV) service, 2) demand responsive shared AV (SAV) service, and 3) first−/last-mile automated bus (AB) service. Methods: The data were collected from 584 potential users of a first−/last-mile AB service trial operated in Kista, Stockholm. Results: Results show people hold different expectations towards each type of AV service. These expectations act as the minimum requirements for people to pay for the AV services. Respondents are found to be willing to pay more for PAV service if it is safe, provides good ride comfort, and is competitively priced relative to the price travelling by metro and train over a same distance. Other than service quality attribute perceptions, income level, existing travel modes for daily trips, familiarity with automated driving technology and AB ride experience are important factors affecting WTP for the AV services. Conclusion: The developed model can be applied to understand expectations of potential users towards a new AV service, and to identify user groups who are willing to pay the service. New AV services can thus be designed sensibly according to users’ actual needs. |
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School of Civil and Environmental Engineering |
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School of Civil and Environmental Engineering Chee, Esther Pei Nen Susilo, Yusak O. Wong, Yiik Diew Pernestål, Anna |
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Article |
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Chee, Esther Pei Nen Susilo, Yusak O. Wong, Yiik Diew Pernestål, Anna |
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Chee, Esther Pei Nen |
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Which factors affect willingness-to-pay for automated vehicle services? Evidence from public road deployment in Stockholm, Sweden |
title_short |
Which factors affect willingness-to-pay for automated vehicle services? Evidence from public road deployment in Stockholm, Sweden |
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Which factors affect willingness-to-pay for automated vehicle services? Evidence from public road deployment in Stockholm, Sweden |
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Which factors affect willingness-to-pay for automated vehicle services? Evidence from public road deployment in Stockholm, Sweden |
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Which factors affect willingness-to-pay for automated vehicle services? Evidence from public road deployment in Stockholm, Sweden |
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which factors affect willingness-to-pay for automated vehicle services? evidence from public road deployment in stockholm, sweden |
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2021 |
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https://hdl.handle.net/10356/147007 |
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sg-ntu-dr.10356-1470072021-03-23T07:47:09Z Which factors affect willingness-to-pay for automated vehicle services? Evidence from public road deployment in Stockholm, Sweden Chee, Esther Pei Nen Susilo, Yusak O. Wong, Yiik Diew Pernestål, Anna School of Civil and Environmental Engineering Engineering::Civil engineering Automated Vehicle Demand Responsive Introduction: Travel demand and travel satisfaction of a transport service are affected by user perceptions of the service quality attributes, and such perceptions should be included in studying user willingness-to-pay (WTP) for automated vehicle (AV) services. This study applied structural equation modelling with service quality attribute perceptions as latent variables affecting WTP. Objectives: We investigated how WTP AV services are affected by socio-demographic characteristics, knowledge and experiences with AV, existing travel modes and particularly, perceptions of the associated service quality attributes. The AV services are: 1) on-demand personalised AV (PAV) service, 2) demand responsive shared AV (SAV) service, and 3) first−/last-mile automated bus (AB) service. Methods: The data were collected from 584 potential users of a first−/last-mile AB service trial operated in Kista, Stockholm. Results: Results show people hold different expectations towards each type of AV service. These expectations act as the minimum requirements for people to pay for the AV services. Respondents are found to be willing to pay more for PAV service if it is safe, provides good ride comfort, and is competitively priced relative to the price travelling by metro and train over a same distance. Other than service quality attribute perceptions, income level, existing travel modes for daily trips, familiarity with automated driving technology and AB ride experience are important factors affecting WTP for the AV services. Conclusion: The developed model can be applied to understand expectations of potential users towards a new AV service, and to identify user groups who are willing to pay the service. New AV services can thus be designed sensibly according to users’ actual needs. Nanyang Technological University Published version This study is part of first author’s research programme while reading a joint NTU-KTH PhD degree, with scholarship funded by Nanyang Technological University, Singapore. The case study is based on a project funded by the Vinnova strategic innovation program Drive Sweden (grant number 2016-05313) which ended in October 2018. It had been coordinated by ITRL Integrated Transport Research Lab at KTH Royal Institute of Technology, and the research activities were conducted by KTH researchers in collaboration with Nobina AB. 2021-03-23T07:47:08Z 2021-03-23T07:47:08Z 2020 Journal Article Chee, E. P. N., Susilo, Y. O., Wong, Y. D. & Pernestål, A. (2020). Which factors affect willingness-to-pay for automated vehicle services? Evidence from public road deployment in Stockholm, Sweden. European Transport Research Review, 12(1). https://dx.doi.org/10.1186/s12544-020-00404-y 1867-0717 0000-0002-7789-9734 https://hdl.handle.net/10356/147007 10.1186/s12544-020-00404-y 2-s2.0-85083200835 1 12 en European Transport Research Review © 2020 The Author(s). This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/. application/pdf |