Cooperative vehicle-infrastructure warning (CVIW) applications: people’s willingness to pay and perceived importance

Cooperative vehicle-infrastructure warning (CVIW) applications have great potential to relieve traffic congestion and improve traffic safety and mobility. To understand their public acceptance, we investigated Chinese drivers' (N = 427) perceived importance and willingness to pay (WTP) for 11 CVIW applications, and their potential demographic determinants. Overall, the surveyed participants felt positive toward some of the involved CVIW applications. Among them, 32.6% (long downhill warning) to 79.2% (emergency brake warning) judged the CVIW applications as (very) important. "Emergency brake warning" application had the highest WTP, and "traffic jam warning" application had the lowest WTP. After negative binomial-logit hurdle regression analysis, we find that (1) perceived importance is a positive predictor of WTP; (2) driving mileage and driving experience impact WTP for most of the involved CVIW applications; (3) gender is not a significant factor on WTP. Our results can provide practical insights into predicting CVIW applications deployment and valuing them.