Driver perceptions and willingness to pay for a smartphone emergency notification system enhancing road traffic safety: A Greek highway and tollway perspective

In an era where Artificial Intelligence (AI) and Information and Communication Technologies (ICT) are revolutionising transport's nature, capacity and scope, understanding highway drivers' perceptions, willingness to adopt behaviours, preferences and priorities may still be the key to improving road traffic safety. We hypothesise that safety-enhancing driver behaviour can be cultivated through a new technology that relies on the use of driver-assisting Cooperative Intelligent Transport Systems (C-ITS). More specifically, this research work, quantitatively explores the perceptions of 650 motorway drivers, about the attractiveness and willingness to pay (WTP) for a mobile app-based substitute mechanism to conventional Variable Message Sign (VMS) technology (i.e., a new smartphone emergency notification system that provides real-time road condition updates through targeted messages). The local case study used is the Greek highway and tollway landscape. Our results provide strong evidence that conservative thinking is still embedded in the culture of Greek motorway drivers (e.g., many for instance still prefer to pay via cash by stopping to manually operated toll booths). Nonetheless, their majority is open to using a new smartphone emergency notification system. They are even willing to pay a small price per trip for its messaging services. Two thirds of our respondents are also likely to accept advertising as an integrated function of this notification system as long as the service is provided to them for free. Our study makes a case that this smartphone notification system is an advancement over conventional VMS technology. It also enables policy-makers, mobility and data service providers to develop a better understanding of road user acceptance and consumer requirements (e.g., message framing and timing, prioritisation order of events to be reported, method of transmission) for a more popular tool designed to enhance highway safety through timely and accurate information provision. • Road traffic safety remains a severe challenge for our societies; ITS can provide new solutions. • Via an e-survey completed by 650 drivers accessing Greek highways and tollways we assessed the acceptance and user requirements for a smartphone emergency notification system. • Respondents in general preferred smart mobile app messaging over conventional Variable Message Signs. • Message framing and timing, the type of events to be reported and the transmission method are all important and can impact the adoption and success of such a technology. • Our respondents were open to pay for the service but were sensitive to cost and were willing to accept ads as an integrated function of a free system.