Drone delivery and the value of customer privacy: A discrete choice experiment with U.S. consumers
Drone delivery and the value of customer privacy: A discrete choice experiment with U.S. consumers
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无人机送货和客户隐私的价值：针对美国消费者的离散选择实验
DOI：
10.1016/j.trc.2023.104391
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发表时间：
2023
期刊：
影响因子：
--
通讯作者：
Li, Max Z.
中科院分区：
文献类型：
--
作者：
Berke, Alex;Ding, Geoffrey;Chin, Christopher;Gopalakrishnan, Karthik;Larson, Kent;Balakrishnan, Hamsa;Li, Max Z.
无人机送货服务越来越普及，但它们带来了新的消费者隐私风险。由于安全法规要求无人机广播其位置，第三方观察员可以通过跟踪从供应商到客户的交付将客户与他们的购买联系起来。这些隐私风险可以通过汇总客户订单的路由策略来降低，但可能会增加额外的交付等待时间或费用。这项研究衡量了这些隐私风险对交付服务客户的重要性，他们为隐私付费的意愿，以及这在消费者群体和产品类型之间的差异。我们开发了一个离散选择实验和模式选择logit模型，使用来自3700多名美国消费者的数据，这些消费者在一系列隐私、送货费和等待时间选项中选择地面车辆还是无人机送货。偏好测试了各种产品类型：外卖食品，酒类商店项目，杂货和处方药。结果显示，提供隐私增强功能显着增加了消费者选择无人机送货的可能性。在没有隐私增强的情况下，当费用和等待时间相同时，消费者选择地面车辆的频率是无人机的4倍。为无人机选项提供隐私缩小了这一差距。然而，偏好因人口群体而异。男性和频繁的电子商务用户更倾向于使用无人机，而不考虑隐私，而隐私改善对女性和年轻消费者的影响要大得多。我们衡量了消费者在金钱和时间上的隐私价值。药物递送的隐私价值大约是其他产品类型的两倍。隐私的价值最高的是酒类商店的物品，然后是杂货，然后是外卖食品。我们的研究结果可以为交付服务规划提供信息，并有助于更广泛地了解消费者如何重视隐私和衡量这种价值的方法。
Drone delivery services are becoming increasingly available, but they introduce new consumer privacy risks. As a result of safety regulations that require drones to broadcast their locations, third-party observers may link customers to their purchases by following a delivery from vendor to customer. These privacy risks can be reduced with routing strategies that aggregate customer orders, at the potential cost of additional delivery wait times or fees. This study measures the importance of these privacy risks to delivery service customers, their willingness to pay for privacy, and how this differs across consumer groups and product types. We developed a discrete choice experiment and mode choice logit models using data from over 3700 U.S. consumers who chose between ground vehicle versus drone delivery across a range of privacy, delivery fee, and wait time options. Preferences were tested for various product types: take-out food, liquor store items, groceries, and prescription medications. Results show offering privacy enhancements significantly increased consumers’ likelihood of choosing drone delivery. Without privacy enhancements, when fees and wait times were the same, consumers chose ground vehicle 4 times more often than drone. Offering privacy for the drone option closed this gap. Yet preferences differ by demographic group. Males and frequent e-commerce users were more likely to prefer drone regardless of privacy, while privacy improvements had a significantly larger impact on females and younger consumers. We measured consumers’ value of privacy in both money and time. The value of privacy for medications delivery was about twice that for other product types. The value of privacy was then highest for liquor store items, then groceries, then take-out food. Our results can inform delivery service planning as well as contribute to a broader understanding of how consumers value privacy and methods to measure that valuation.
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通讯作者：
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DOI：
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发表时间：
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您的城市有通勤空中出租车吗？
DOI：
--
发表时间：
2021
期刊：
Transportation Research Part C: Emerging Technologies
影响因子：
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作者：
Julien Haan;L. Garrow;A. Marzuoli;Satadru Roy;M. Bierlaire
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