USAGE CONTEXT-BASED CHOICE MODELING FOR HYBRID ELECTRIC VEHICLES
DS 68-10: Proceedings of the 18th International Conference on Engineering Design (ICED 11), Impacting Society through Engineering Design, Vol. 10: Design Methods and Tools pt. 2, Lyngby/Copenhagen, Denmark, 15.-19.08.2011
Usage Context-Based Design (UCBD) has become an area of growing interest in engineering design research, due to the increasingly important role usage context plays in customers’ choices. In this paper, a usage context-based choice modeling framework (UCBCM) is presented to bridge the gap between engineering product design and customers’ choice of new products using hybrid electric vehicles (HEV) as an example. Uniquely, the product performances are explicitly modeled as a function of product design variables, customer profile, and usage context to reflect the heterogeneity in customer preference and usage context. Furthermore, the multinomial logic choice model is integrated with the ordered logit model to study the impact of vehicle design on consumer’s choice. The case study of HEV illustrates the usefulness of the UCBCM framework and demonstrates the importance of modeling usage context using both revealed preference data and consumer rating data.