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According to the economic theory assumption, travelers tend to monetize travel time based on factors related to their individual and trip characteristics. In the literature, a limited number of studies evaluating onboard activities on traveler’s utility in the presence of the autonomous vehicle (AV) are found. In the current research, traveler preferences on board of three transport modes: individual-ride autonomous vehicle (IR-AV), shared-ride autonomous vehicle (SAV), and public transport (PT) are studied. The focus of this paper is the examination of travelers in urban areas, where traveling is relatively short, and the study of the travelers’ main trip purposes. The impact of travel time, travel cost, and main onboard activity is estimated based on a discrete choice experiment (DCE). The in-vehicle onboard activities are divided into six onboard activities, where active and passive activities are considered. An experimental …