THE USE VALUE MEASUREMENT OF THE ITS SERVICES IN JAPAN

This study aims to evaluate the use value and market scale of ITS services using CVM, which is currently used for the evaluation of non-market goods such as the environment, by implementing questionnaire investigations among future users of ITS. In this study, the WTP (willingness to pay) from the results of the CVM questionnaires is not directly estimated, but by using a new original method, D-CVM, that combines CVM (Contingent Valuation Method) and the Delphi method. In conventional value measurements by CVM, it is said that the ability to improve the reliability of the results is the largest problem. With the D-CVM, the answer revision process of the questionnaire respondents is a choice behavior and WTP is estimated with the respondents consulting new information, i.e. the opinions of the other people. It is also a method in which the reliability of the measurement value can be improved. (A*) For the covering abstract see ITRD E110327.