Analyzing Consumer Attitudes Towards Digital Innovations in Automotive Retail: Insights from an Online Survey

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F25%3APU155232" target="_blank" >RIV/00216305:26510/25:PU155232 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.qip-journal.eu/index.php/QIP/article/view/2109" target="_blank" >https://www.qip-journal.eu/index.php/QIP/article/view/2109</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Analyzing Consumer Attitudes Towards Digital Innovations in Automotive Retail: Insights from an Online Survey

Popis výsledku v původním jazyce

Purpose: This study investigates how digital innovations reshape consumer behaviour and decision-making in automotive retail, focusing on Germany. It highlights the impact of online shopping platforms, virtual showrooms, and AI-driven personalisation on customer engagement and purchase decisions. Methodology/Approach: The study employs a systematic literature review and an empirical investigation via a standardized online survey. Targeting German automotive consumers, the survey evaluates attitudes towards digital innovations in automotive retail. Statistical techniques, including linear regressions and correlation analysis, were used for data interpretation. Findings: The findings reveal significant impacts of digital innovations on consumer purchasing decisions within the automotive retail. Key results show a strong preference for online vehicle purchasing and virtual showrooms, closely tied to general online shopping behaviours. Personalised recommendations and advanced digital services are identified as critical drivers for enhanced customer experience and satisfaction. Research Limitation/Implication: This work provides actionable recommendations for integrating digital tools to meet evolving customer expectations. However, the findings are limited to the German market, suggesting a need for validation in Europe. Originality/Value of paper: This study fills a significant research gap by offering empirical evidence on the intersection of digital transformation and automotive retail in Germany. It is among the first to explore the effects of digitization on German automotive retail comprehensively, uncovering customer expectations for digital and hybrid retail solutions.

Název v anglickém jazyce

Analyzing Consumer Attitudes Towards Digital Innovations in Automotive Retail: Insights from an Online Survey

Popis výsledku anglicky

Purpose: This study investigates how digital innovations reshape consumer behaviour and decision-making in automotive retail, focusing on Germany. It highlights the impact of online shopping platforms, virtual showrooms, and AI-driven personalisation on customer engagement and purchase decisions. Methodology/Approach: The study employs a systematic literature review and an empirical investigation via a standardized online survey. Targeting German automotive consumers, the survey evaluates attitudes towards digital innovations in automotive retail. Statistical techniques, including linear regressions and correlation analysis, were used for data interpretation. Findings: The findings reveal significant impacts of digital innovations on consumer purchasing decisions within the automotive retail. Key results show a strong preference for online vehicle purchasing and virtual showrooms, closely tied to general online shopping behaviours. Personalised recommendations and advanced digital services are identified as critical drivers for enhanced customer experience and satisfaction. Research Limitation/Implication: This work provides actionable recommendations for integrating digital tools to meet evolving customer expectations. However, the findings are limited to the German market, suggesting a need for validation in Europe. Originality/Value of paper: This study fills a significant research gap by offering empirical evidence on the intersection of digital transformation and automotive retail in Germany. It is among the first to explore the effects of digitization on German automotive retail comprehensively, uncovering customer expectations for digital and hybrid retail solutions.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Quality - Innovation - Prosperity

ISSN

1335-1745

e-ISSN

1338-984X

Svazek periodika

29

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

SK - Slovenská republika

Počet stran výsledku

24

Strana od-do

1-24

Kód UT WoS článku

001460431400001

EID výsledku v databázi Scopus

2-s2.0-105002062464