Choice Behavior, Cognition and Attitude of Consumers on Autonomous Vehicles

• Main Authors: Tu, Yung-Jan, 涂詠然
• Other Authors: Feng, Cheng-Min
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/xjezd8

碩士 === 國立交通大學 === 運輸與物流管理學系 === 107 === With the advancement of technology, self-driving has become the largest application scene of AI in the transportation field. According to SAE, autonomous vehicles (AV) is divided into Level 0 to Level 5, and now we are gradually entering the Level 3 self-driving stage from the assisted driving stage. Level 3 will become the next critical goal of AV development. AV is an innovative application of new technology, the innovation diffusion theory emphasizes that the diffusion of innovative products is staged. According to the time of product adoption, consumers is divided into innovators, early adopters, early majority, late majority and laggards. Moore (2006) pointed out that there is an invisible boundary between early adopters and early majority, called the “Chasm”, indicating that when innovative products can break through the chasm and enable early majority to adopt, then the diffusion of the product become easier to succeed. This study uses questionnaires to understand the cognition and attitude of the two groups on the two sides of the “chasm” for Level 3 AV, and analyzes consumers' purchasing behaviors for AV. In terms of cognition and attitude, early market consumers have higher acceptance of AV, while mainstream market have more doubts. In terms of car choice behavior, the mixed logit model indicates that purchase price, driving cost and safety are important factors, and the purchase price and driving cost have larger individual heterogeneity. In addition, the sensitivity analysis results show that consumers in the mainstream market are highly sensitive and subject to changes in attributes. Therefore, lower prices and improve safety performance, effectively increasing the market share of AV. Relevant conclusions of the study could provide suggestions for operators and government.