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Although commuters have been identified as potential early adopters of autonomous vehicles (AVs) that can boost the adoption rate of this technology, there is a lack of knowledge on their willingness to pay (WTP) for this technology and the attitude that influences this decision. Using data from a consumer survey conducted in the United States, this study presents a comprehensive analysis of the decision to pay for AVs among commuters. An integrated choice and latent variable (ICLV) model was applied in this study, considering its robust performance in modeling choice behavior for integrating users’ attitudes. The results showed that commuters with a favorable view toward multitasking tended to put a higher value on driverless cars. On the other hand, although a favorable view toward technology motivated commuters to pay more for AVs, data privacy and trust issues with the technology could outweigh this …