The valuation of new investments in the freeway system represents a case of strategic decision making under conditions of uncertainty, such as when to build, abandon, expand, and exchange parts of system. This is the case for the valuation of freeway tolls in Taiwan, where real options (switching option) apply to decision making when a new toll collection method (Electronic Toll Collection, hereafter, ETC) can be used to substitute for the existing Manual Toll Collection. The principle objective of this study is to introduce a technology switching option which allows a freeway system to exchange an existing technology (Manual Toll Collection) for a new technology (ETC). This study tests the model on a panel of data collected from the Taiwan Area National Freeway Bureau (TANFB). The empirical results show that ETC tunnel significantly affects user perceptions of the ideal type of toll-stations.