Women’s acceptance of and willingness-to-pay for connected vehicles

When deployed, connected vehicles (CV) will communicate with the roadway and each other. Among the benefits of CV, safety stands out. It has been estimated that a full deployment of CV would mitigate 81 percent of all vehicle crashes involving unimpaired drivers. A decrease in crashes and vehicle conflicts would also improve mobility. Sources in the popular media estimate that women in the U.S. buy 52 to 65 percent of all new cars and influence 85 to 95 percent of all car buying decisions. Studies have indicated that women are more automobile safety and environment conscious but more vehicle price sensitive than men. Thus, consumer acceptance of and willingness-to-pay (WTP) for vehicle technology may vary by gender. The purposes of this research are to discern women’s WTP for CV, accounting for CV costs, socioeconomic characteristics, and perceived safety benefits and suggest policies for CV promotion and diffusion. The methodology consists of an online survey of drivers and conjoint analysis. Adaptive Choice-Based Conjoint analysis (ACBC) uses stated preferences for CV product bundles and estimates WTP by gender, income, education and age. For both men and women, price is the most important factor for choosing various bundles of CV technologies. The analyses indicate with statistical significance that women are more conscious of safety, fuel consumption, and environmental impacts when buying vehicles, but women had less knowledge of CV than men. Women’s budgets for vehicle purchases were lower than men’s, yet women are willing to pay as much as men at the individual technology level (e.g., safety) as well as at the aggregated level. Thus, women have higher WTP than men relative to their budgets and lesser knowledge. The associations of gender with income, education and age do not show statistically significant differences, but are suggestive. Women’s WTP declines greatly with high income and at age 50 and over. These findings have policy implications for CV promotion to mature women.

• Record URL:
  http://wiit-paris2014.sciencesconf.org/conference/wiit-paris2014/pages/Proceedings_The_5th_International_Conference_on_WIiT_1.pdf
• 
• Corporate Authors:

  Federation Internationale De L'Automobile (FIA)

  8 Place de la Concorde
  Paris,   France 

  Institut Francais des Sciences et Technologies des Transports, de l'Aménagement et des Réseaux (IFSTTAR)

  14-20 bd Newton, Cité Descartes, Champs su Marne
  77447 Marne la Vallée,   France  Cedex 2

  Department of Transportation

  Bureau of Transportation Statistics
  Washington, DC  United States  20590
• Authors:
  • Shin, Hyeon-Shic
  • Farkas, Z Andrew
  • Lee, Young-Jae
  • Callow, Michael
  • Dadvar, Seyedehsan
• Conference:
  • 5th International Conference on Women's Issues in Transportation
  • Location: Paris , France
  • Date: 2014-4-14 to 2014-4-16
• Publication Date: 2014

Language

• English

Media Info

• Media Type: Digital/other
• Features: Figures; References; Tables;
• Pagination: pp 439-451
• Monograph Title: Women's Issues in Transportation 5th International Conference. Proceedings: Bridging the Gap

Subject/Index Terms

• TRT Terms: Acceptance; Consumer preferences; Females; Gender; Males; Mobile communication systems; Safety
• Uncontrolled Terms: Conjoint analysis; Willingness to pay
• Subject Areas: Highways; Planning and Forecasting; Society; Vehicles and Equipment; I72: Traffic and Transport Planning; I91: Vehicle Design and Safety;

Filing Info

• Accession Number: 01553848
• Record Type: Publication
• Files: TRIS
• Created Date: Feb 24 2015 9:07AM