Title: Analysis of consumer preferences regarding automated driving technology and driving environment: the case of South Korea

Authors: Seungryong Jeon; Kyuho Maeng; Youngsang Cho

Addresses: Department of Industrial Engineering, College of Engineering, Yonsei University, 50 Yonsei-Ro, Seodaemun-gu, Seoul 03722, South Korea ' School of Industrial Engineering, Kumoh National Institute of Technology, 61 Daehak-ro, Gumi-si, Gyeongsangbuk-do, 39177, South Korea ' Department of Industrial Engineering, College of Engineering, Yonsei University, 50 Yonsei-Ro, Seodaemun-gu, Seoul 03722, South Korea

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.

Keywords: automated vehicles; consumer preference; conjoint analysis; mixed logit; willingness to pay; South Korea.

DOI: 10.1504/IJVD.2023.134722

International Journal of Vehicle Design, 2023 Vol.93 No.1/2, pp.41 - 65

Accepted: 25 Nov 2021
Published online: 09 Nov 2023 *

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