EVIDENT H2020 – Discrete Choice Experiment Dataset

The EVIDENT Discrete Choice Experiment seeks to explore the impact of energy related financial literacy, consumer motivation, point-of-sale information and demographic factors on discount rate and willingness to pay for efficient household appliances. Across a series of choice experiments, the impact of factors such as financial information (purchase price, operating cost, salience of financial information), risk reduction (i.e. extended warranty), and financial capacity (i.e. low cost loans) on implicit discount rates for home appliances is examined. Further, the impact of direct rebound rates on efficient appliance selection is examined. The experiment consists of the following sections: 1) demographic information; 2) current home appliance purchasing behaviour; 3) financial literacy; 4) environmental literacy; 5) stated preference experiment consisting of four choice points; 6) discount rates; 7) discrete choice experiment consisting of ten choice points; and 8) questions examining direct rebound rates associated with the novel appliance selected. As noted above, two choice experiments are included within the current use case. The first of these is a stated preference experiment which examines the impact of financial and energy framing on willingness-to-pay for energy efficient appliances. Four choice points are presented within this experiment. Choice 1 presents five identical versions of an appliance which differ only by key feature, and seeks to reduce hypothetical bias across the choice experiment. For example, for a washing machine the key features are cost, capacity, spin speed, quick wash time and pause wash functionality. Choice 2 consists of the participants initial choice (at choice 1) alongside alternatives which differ only in purchase price and energy rating, with purchase price greater for more efficient appliances (I.e. A rated appliances are most expensive; D rated appliances are least expensive). Choice 3 is similar to choice 2, however in this instance operational costs per month are also presented. Again, operational costs are lower for more efficient appliances. Choice 3 is similar to choice 3 however in this instance operational costs per year are presented. The second choice experiment is the DCE which explores the relative impacts of risk reduction (extended warranty), and financial supports (low cost loan, loan term) on willingness to invest in more efficient energy appliances. Attributes were selected based on literature review, focus group analyses, cognitive walk-through and usability analyses. Once final attributes were determined, choice cards were developed using a fractional factorial design. A statistically efficient main-effects design with 10 choice sets was created in R studio using the idefix package. As such, participants are presented with a series of ten choice points, each consisting of two appliances and a ‘no preference’ option. More information on the EVIDENT Discrete Choice Experiment can be found on the public deliverables of the EVIDENT project https://evident-h2020.eu/deliverables/. More specifically, the experiment's theoretical framework and motivation are described in deliverable D1.2 Assessing behavioural biases and financial literacy, in section 5 while the final design is reported in D2.2 Optimised Protocols Design

EVIDENT离散选择实验（Discrete Choice Experiment）旨在探究能源相关金融素养、消费者动机、销售点信息及人口统计因素对家用高效家电贴现率与支付意愿（willingness to pay）的影响。在一系列选择实验中，本研究考察了金融信息（购买价格、运行成本、金融信息凸显性）、风险缓释（即延长保修）及财务能力（即低成本贷款）等因素对家电隐性贴现率（implicit discount rates）的影响。此外，还探究了直接回弹效应（direct rebound rates）对高效家电选择的影响。
本实验包含以下模块：1）人口统计信息；2）当前家电购买行为；3）金融素养；4）环境素养；5）包含4个选择场景的陈述性偏好（stated preference）实验；6）贴现率；7）包含10个选择场景的离散选择实验；8）针对所选新型家电的直接回弹效应相关问卷。
如前所述，当前用例中包含两项选择实验。第一项为陈述性偏好实验，旨在考察金融与能源框架对高效家电支付意愿的影响。该实验包含4个选择场景：
选择场景1呈现一款家电的5种仅核心参数不同的同款版本，旨在降低选择实验中的假设性偏差。例如，洗衣机的核心参数包括价格、容量、脱水转速、快洗时长及暂停洗涤功能。
选择场景2包含参与者在场景1中的初始选择，以及仅在购买价格和能源等级上存在差异的其他选项，其中高效家电（即A级能效家电）售价更高；D级能效家电售价最低。
选择场景3与场景2类似，但本次同时展示了每月运行成本。同样，高效家电的月运行成本更低。选择场景4与场景2类似，但本次展示了年运行成本。
第二项选择实验为离散选择实验（Discrete Choice Experiment，DCE），旨在探究风险缓释（延长保修）与金融支持（低成本贷款、贷款期限）等因素对高效节能家电投资意愿的相对影响。
实验属性的选取基于文献综述、焦点小组分析、认知走查（cognitive walk-through）及可用性分析。
确定最终属性后，研究人员采用部分因子设计（fractional factorial design）制作选择卡片，并使用RStudio中的idefix包生成了包含10个选择集的统计高效主效应设计（main-effects design）。因此，参与者将完成10个选择场景，每个场景包含两款家电及一个“无偏好”选项。
有关EVIDENT离散选择实验的更多信息，可查阅EVIDENT项目的公开交付成果：https://evident-h2020.eu/deliverables/。具体而言，实验的理论框架与研究动机可参见交付成果D1.2《评估行为偏差与金融素养》的第5章节，而最终实验设计则记载于交付成果D2.2《优化方案设计》。