Ujházi Tamás (2023): Fogyasztói preferenciák vizsgálata választás alapú conjoint elemzéssel. Vásárolna-e önvezető autót?
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Ujházi Tamás (2023): Fogyasztói preferenciák vizsgálata választás alapú conjoint elemzéssel. Vásárolna-e önvezető autót? In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 pp. 352–364. DOI:10.62561/EMOK-2023-28
DOI
https://doi.org/10.62561/EMOK-2023-28
Authors
- Tamás, Ujházi. Szegedi Tudományegyetem.
Abstract
Measuring consumer preferences using choice based conjoint analysis. Would you buy an autonomous car?
The uptake of self-driving vehicles can be beneficial from an economic, social, and individual point of view, if they are accepted and used. However, the level of technological development is ahead of consumer acceptance, so understanding the latter is of paramount importance. This can be seen from the large number of articles, most of which use questionnaires to investigate the intention to use self-driving vehicles. However, a methodological limitation arises due to the lack of personal experience with the technology. In our study, we use choice based conjoint analysis to investigate consumers' preferences related to self-driving cars. In our research, the UTAUT model is used for creating 300 cards, each representing an imaginary car. Our respondents were asked to select the ones they would purchase. The data collected help us understand the relative importance of attributes in the decision-making process and to suggest the characteristics of the self-driving car that best meet consumer needs along the partial utilities of the attribute levels. It has also been shown that there is already a group of people who would buy a self-driving car if they did not have to give up the experience of driving.
Autonomous cars Choice based conjoint analysis UTAUT
COM_DOCS_ACKNOWLEDGEMENTS
Prepared with the technical support of the New National Excellence Programme of the Ministry of Culture and Innovation, code number ÚNKP-22-3 -SZTE- 130, financed by the National Fund for Research, Development, and Innovation. The researchers are also extremely grateful to Sawtooth Software Inc. for granting the software license used in the execution of the research.
Language
hungarian
Details of publishing collection
Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023