A Study on the Consumer Insights of Active Safety Features

능동안전장치의 소비자 인식 연구

The objective of this paper is to understand value of active safety features on the customer perspective. In this study, 30 participants who don't have experience with active safety features were recruited and asked for preference, usefulness and consideration of each active safety feature after driving evaluation by them. Through this research, the preference of active safety features were analyzed and which of active safety features were the most useful and the most considered by customer when they purchase new vehicle. As a result, adaptive cruise control and side blind zone alert were the most strongly preferred and considered features by respondents and it means that respondents wanted comfort environment while driving and seemed to value features that compensated for limited visibility. On the other hand, active safety features that warned driver without control of the vehicle was deemed generally less desirable such as lane departure warning and forward collision alert. But autonomous emergency braking was higher than the other active safety features with only warning even if they did not have experience for it while this test. They thought it will be helpful in case of front-end collision situation even they just listened description before the test.