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Conducting Stated Choice Experiments within an Immersive Virtual Reality Environment: An Application to the Discrete Choice of Automated versus Normal Taxi

Lookup NU author(s): Dr Hao Yin, Professor Elisabetta Cherchi

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).

Abstract

© 2024 Elsevier BV. All rights reserved. This paper describes the methodology set up to measure consumers' preferences in a choice between a fully automated and normal taxi, using a Stated Choice (SC) experiment embedded in an immersive Virtual Reality (VR) environment. VR represents an important tool to allow respondents to "live" their choice with the potential to reduce the typical problem of lack of realism in SC experiments. This paper describes the work done to build the VR-based SC experiment, and discusses challenges and potentialities. The study is applied to the choice of taxi in the city centre of Newcastle upon Tyne in the UK.

Publication metadata

Author(s): Yin H, Cherchi E

Publication type: Article

Publication status: Published

Journal: Transportation Research Procedia

Year: 2024

Volume: 76

Pages: 120-132

Online publication date: 16/01/2024

Acceptance date: 12/06/2022

Date deposited: 20/02/2024

ISSN (print): 2352-1457

ISSN (electronic): 2352-1465

Publisher: Elsevier BV

URL: https://doi.org/10.1016/j.trpro.2023.12.043

DOI: 10.1016/j.trpro.2023.12.043

Notes: 12th International Conference on Transport Survey Methods, Lisbon, Portugal, May 31-June 5, 2020

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