Travel demand and travel satisfaction of a transport service are affected by user perceptions of the service quality attributes, and such perceptions should be included in studying user willingness-to-pay (WTP) for automated vehicle (AV) services. This study applied structural equation modelling with service quality attribute perceptions as latent variables affecting WTP. We investigated how WTP AV services are affected by socio-demographic characteristics, knowledge and experiences with AV, existing travel modes and particularly, perceptions of the associated service quality attributes. The AV services are: 1) on-demand personalised AV (PAV) service, 2) demand responsive shared AV (SAV) service, and 3) first−/last-mile automated bus (AB) service. The data were collected from 584 potential users of a first−/last-mile AB service trial operated in Kista, Stockholm. Results show people hold different expectations towards each type of AV service. These expectations act as the minimum requirements for people to pay for the AV services. Respondents are found to be willing to pay more for PAV service if it is safe, provides good ride comfort, and is competitively priced relative to the price travelling by metro and train over a same distance. Other than service quality attribute perceptions, income level, existing travel modes for daily trips, familiarity with automated driving technology and AB ride experience are important factors affecting WTP for the AV services. The developed model can be applied to understand expectations of potential users towards a new AV service, and to identify user groups who are willing to pay the service. New AV services can thus be designed sensibly according to users’ actual needs.

中文翻译：

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哪些因素影响自动车辆服务的支付意愿？瑞典斯德哥尔摩公共道路部署的证据

用户对服务质量属性的感知会影响运输服务的出行需求和出行满意度，因此在研究自动车辆（AV）服务的用户支付意愿（WTP）时应包括这种感知。这项研究应用了以服务质量属性感知为影响WTP的潜在变量的结构方程模型。我们调查了WTP AV服务如何受到社会人口统计学特征，AV知识和经验，现有出行方式，尤其是相关服务质量属性的感知的影响。AV服务包括：1）点播个性化AV（PAV）服务； 2）需求响应共享AV（SAV）服务； 3）首末尾自动公交（AB）服务。该数据是从在斯德哥尔摩Kista进行的首/最后一英里AB服务试验的584位潜在用户收集的。结果表明，人们对每种视音频服务抱有不同的期望。这些期望是人们购买音视频服务的最低要求。如果安全，可提供良好的乘坐舒适性并且相对于地铁和火车在相同距离上行驶的价格，PAV的服务价格较高，那么受访者愿意为该服务支付更高的价格。除了对服务质量属性的感知之外，收入水平，日常出行的现有出行方式，对自动驾驶技术的熟悉程度和AB骑行经历也是影响AV服务WTP的重要因素。可以将开发的模型应用于了解潜在用户对新AV服务的期望，并确定愿意支付服务费用的用户组。因此，可以根据用户的实际需求合理设计新的AV服务。