Mansour Hadjihosseinlou - Assistant professor of K.N. Toosi University of Technology, Tehran, Iran
Abbas Zolfaghari - M.Sc. Graduate, K.N. Toosi University of Technology, Tehran,

Road pricing is one of the most important policies for demand management in metropolitans. One of the main factors for success in this sort of policy is to realize the users' reaction according to the policy which is called willingness to pay. In this research, it is tried to determine the users' willingness to pay for the use of their personal cars. The stated preference method has been applied for data gathering and multiple pricing scenarios have been developed. The socio–economic characteristics plus interviewees' trip chain and their opinions about pricing scenarios have been gathered. A binary logit model has been applied for modeling the choice behavior of users versus different prices. Finally, using the model, the willingness to pay of the users has been estimated. Results show that by determining 10000 Rials toll, 67 percent of users will use their personal cars to pass from priced road. This would be about 4 percent if the toll rise to 100000 Rials

Road Pricing, Stated preference method, Binary logit model, Willingness to pay