Analysis of autonomous driving payment willingness andinfluencing factors(PDF)
长安大学学报（自然科学版）[ISSN:1006-6977/CN:61-1281/TN]
- Issue:
- 2021年1期
- Page:
- 90-102
- Research Field:
- 交通工程
- Publishing date:
Info
- Title:
- Analysis of autonomous driving payment willingness andinfluencing factors
- Author(s):
- JING Peng; HUANG Fang; XU Gang; WANG Wei
- （School of Automobile and Traffic Engineering, Jiangsu University, Zhenjiang 212013, Jiangsu, China）
- Keywords:
- traffic engineering; willingness to pay; theory of planned behavior; autonomous vehicles; influencing factor; structural equation model (SEM); neural network
- PACS:
- -
- DOI:
- -
- Abstract:
- In order to promote the development of autopilot industry, the internal mechanism of willingness to pay which determines the speed and scale of marketoriented autopilot technology was studied. By integrating the theory of planned behavior and trust theory as the theoretical framework, the questionnaire was designed according to the theoretical framework and research purpose. An empirical study was conducted in Zhenjiang, and 315 valid questionnaires were obtained to provide theoretical and data support for the study of the key factors influencing willingness to pay in psychological latent variables. The direct inquiry method was used to find out the payment amount and purchase time of the public. Six potential psychological variables, namely perceived risk, perceived return, trust, perceived behavior control, attitude and subjective norm, were selected to propose 13 hypothetical paths. The structural equation model was used to verify the hypothesis path, and the variables that have significant influence on the willingness to pay were preliminarily identified. The neural network model was used to rank the importance of the variables that have significant impact on the willingness to pay. The results show that perceived behavior control, attitude, perceived income, trust and other psychological factors have a significant positive impact on willingness to pay, perceived risk has a significant negative impact on willingness to pay, perceived risk and trust have the most significant impact on willingness to pay, subjective norms have no significant impact on willingness to pay, but they indirectly affect willingness to pay through perceived behavior control, trust through perceived risk trust has no significant effect on willingness to pay. 31.5% is unwilling to pay extra for automatic driving technology, 44.2% is willing to pay less than 20 000 yuan, and 35.3% is willing to pay more than 20 000 yuan. About 39.4% say it would buy autopilot cars in the market for 3 to 4 years in the market. The conclusion can provide reference for the governments automatic driving industry policy and the marketing strategy of the auto driving enterprise. 9 tabs, 5 figs, 45 refs.
Last Update: 2021-01-25