KOREASCHOLAR

While machine learning has gained popularity in choice behavior modeling, most machine learning models are often complex, difficult to interpret, and even considered as black box. This study investigates machine learning methods for choice behavior modeling that provide interpretability of models’ output. We explore various approaches including (1) explicitly descriptive models such as tree-based models, (2) interpretation of predictive models through feature importance measures, and (3) recent advancements in prediction explanation methods such as LIME and SHAP (Shapley Additive exPlanations). We demonstrate the methods on consumers’ airport choice behavior in Seoul metropolitan area. Through the comparative analysis with traditional discrete choice models, we discuss advantages as well as limitations of machine learning models in consumer choice behavior modeling.

• Misuk Lee(Albers School of Business & Economics, Seattle University, USA)