自動運転機能に対する支払意思推計手法の検討

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  • ジドウ ウンテン キノウ ニ タイスル シハライ イシ スイケイ シュホウ ノ ケントウ
  • Model Comparisons on Estimating Willingness to Pay for Auto Driving Systems

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When we elicit latent demand for non-market goods, we commonly use stated preference method. Contingent valuation method (CV) and conjoint analysis (CA) are among the two of representative stated preference methods, and researchers choose appropriate methods depending on their purpose and survey design. The authors need to select the methods for estimating willingness to pay (WTP) for auto driving systems that are not yet marketed. We also wish to consider the respondents’ heterogeneity. As a pilot study, we conducted internet survey applying either CV or CA to two split samples. As a result, we found that CA estimates bias upward as the previous studies have shown, but the effects of respondents’ attributes are estimated toward the same direction in the two methods. Evidence from our result suggests that we can apply CA to obtain WTP for auto driving systems.

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