Autonomous vehicles preference study for millennial generation in Taiwan

With the development of Intelligent Transportation Systems (ITS), safety, efficiency and comfort of transportation system are enhanced, and the impact of urbanization on traffic environment is reduced. Autonomous vehicles are considered to be a solution to improve road safety, relieve congestion, save energy, and reduce air pollution. However, a big technology breakthrough comes along with people’s issue of acceptance and trust. With a better understanding of consumers’ preference for autonomous vehicles, both public and private sector can adjust promotion strategies that better suit local market. The aim of this study is to understand the preferences of millennial generation between the age of twenty to forty for autonomous vehicles. Since autonomous vehicle is not a currently available transportation option, this study adopts an online survey designed through stated preference method. This study constructs the consumers’ mode choice behavior through the multinomial logit model. The model parameters are then estimated and analyzed using Biogeme software. The results show that the higher the travel cost, the lower the utility and the probability subjects choose autonomous vehicles. Subjects are more likely to choose autonomous vehicles if they are less enjoy driving or with a better understanding of autonomous vehicles.