Consumer response to traveler information systems: Laboratory simulation of information searches using multimedia technology

It is important to understand consumer response to potential Advanced Traveler Information Systems (ATIS) so that we may better design such services and build more accurate forecasts of their impacts. This study focuses on understanding the way in which consumers learn about ATIS and develop their perceptions and how these stages impact consumers' decisions to purchase ATIS. Without understanding both the "willingness to pay" aspect of consumer response, and the way in which consumers become knowledgeable about such products, it is difficult to understand or influence the impact that ATIS will have on the transportation system. In this paper, a new data collection procedure is presented that combines a market simulator (in which subjects can acquire product information about future ATIS) with a travel simulator (in which subjects can make automobile trips on the computer with the aid of the ATIS of their choice). The market simulator is a new tool that has been used with success in market research to study the penetration of new products. The ATIS simulator provides a flexible and relatively inexpensive method of obtaining data on all stages of consumer response to ATIS. Most importantly, the simulator allows the observation and modeling of the product information acquisition process. A conceptual model to predict purchase behavior is also presented. This model specifically addresses the role of the product information search and acquisition process and its impact on a consumer perception and purchase decision. Finally, data from a preliminary run of 10 subjects on a prototype version of the ATIS Market/Travel Simulator are presented and analyzed.