A Study of Consumers’ Preferences for Car Safety Equipment

• Main Authors: Ting-Chia Liu, 劉庭嘉
• Other Authors: Yun-Ju Chen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/84215111583832245004

碩士 === 國立中興大學 === 應用經濟學系所 === 104 === To realize consumers’ preferences and willingness-to-pay for car safety equipment, and offer the empirical results to the organs who need to do policy development or marketing. In this study, choice experiment has been used to design several alternatives composed of car safety equipment and let the respondents to make a choice. Through face-to-face questionnaire survey, this research collected data about the respondents’ preferences of car safety equipment. Multinominal logit model has been used to estimate the willingness-to-pay for different features of car safety equipment such as side airbags, electrical stability program (ESP), blind spot detection (BSD), hill start assist (HAS) and the parking assist system. The empirical results showed that the willingness-to-pay for ESP is the highest and consumers will overpay NT$157,800 for a car equipped with ESP. The following price is the parking assist system of NT$108,200、BSD of NT$84,400、side airbags of NT$78,400 and HAS of NT$36,000. The thesis then identified the socio-economic differences in preferences and willingness-to-pay for different safety equipment. For example, female respondents were willing to pay more for BSD than male respondents. Also, the group with higher income was willing to pay more for car safety equipment. In conclusion, the study showed that most of Taiwanese consumers are willing to pay more for high quality car safety equipment. Hope the car safety equipment in Taiwan can be continuously improved to provide consumers with more safeness.