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Identifying latent mode-use propensity segments in an all-AV era

Author

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  • Kim, Sung Hoo
  • Circella, Giovanni
  • Mokhtarian, Patricia L.

Abstract

This study offers an early glimpse of how individuals perceive the advantages/disadvantages of AVs, their mode-use intentions, and potential market segments with respect to mode use, should AVs eventually become the only way to travel by car. To do so, we implemented a statewide survey of Georgia residents (N = 2890) and using that data, we applied factor analyses to two blocks of AV-related statements. The first block measured 12 perceptions of AVs, and yielded two psychological constructs: AV pros (advantages/ benefits) and AV overuse cons (negative outcomes specifically associated with the excessive use of AVs). The second block of statements measured respondents’ inclinations between AV and non-AV options for 12 hypothetical transportation “needs”, and factor analysis identified four mode-use propensity constructs: AV(-inclined) over walk/bike, AV over flight, zero-occupant AV over occupied AV, and AV over transit. The main goal of the paper was to segment the sample on the basis of these four mode-use propensities, to identify clusters with similar propensity profiles or response vectors. We applied latent class cluster analysis to do so, and identified seven potential market segments: some preferring AV options in general, others preferring non-AV options or having unique propensity patterns based on certain contexts (e.g. long distance travel and vehicle occupancy). In the model, socio-demographics, geography, attitudes, and perceptions of AVs help characterize those market segments, and this provides a basis for deeper interpretation and consideration of policy implications.

Suggested Citation

  • Kim, Sung Hoo & Circella, Giovanni & Mokhtarian, Patricia L., 2019. "Identifying latent mode-use propensity segments in an all-AV era," Transportation Research Part A: Policy and Practice, Elsevier, vol. 130(C), pages 192-207.
    • Handle: RePEc:eee:transa:v:130:y:2019:i:c:p:192-207
    DOI: 10.1016/j.tra.2019.09.015
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    3. Subodh Dubey & Ishant Sharma & Sabyasachee Mishra & Oded Cats & Prateek Bansal, 2021. "A General Framework to Forecast the Adoption of Novel Products: A Case of Autonomous Vehicles," Papers 2109.06169, arXiv.org.
    4. Kim, Sung Hoo & Mokhtarian, Patricia L., 2023. "Finite mixture (or latent class) modeling in transportation: Trends, usage, potential, and future directions," Transportation Research Part B: Methodological, Elsevier, vol. 172(C), pages 134-173.
    5. Dubey, Subodh & Sharma, Ishant & Mishra, Sabyasachee & Cats, Oded & Bansal, Prateek, 2022. "A General Framework to Forecast the Adoption of Novel Products: A Case of Autonomous Vehicles," Transportation Research Part B: Methodological, Elsevier, vol. 165(C), pages 63-95.
    6. Shahadat Hossain, Md & Rahman Fatmi, Mahmudur, 2022. "Modeling individuals’ preferences towards different levels of vehicle autonomy: A random parameter rank-ordered logit model," Transportation Research Part A: Policy and Practice, Elsevier, vol. 163(C), pages 88-99.
    7. Fatemeh Nazari & Mohamadhossein Noruzoliaee & Abolfazl Mohammadian, 2023. "Behavioral acceptance of automated vehicles: The roles of perceived safety concern and current travel behavior," Papers 2302.12225, arXiv.org, revised Jan 2024.
    8. Du, Manqing & Zhang, Tingru & Liu, Jinting & Xu, Zhigang & Liu, Peng, 2022. "Rumors in the air? Exploring public misconceptions about automated vehicles," Transportation Research Part A: Policy and Practice, Elsevier, vol. 156(C), pages 237-252.

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