Technology Acceptance of Connected Services in the Automotive Industry
Springer Science & Business Media, 30 sept. 2009 - 151 pagini
Connected Services constitute a very recent development in many industries and bridge service and product offerings. In the consumer business, one of the most prominent examples is “TeleServices” in the automotive industry: through a mobile data connection, diagnoses, maintenance, and also repair tasks can be performed on the vehicle while being on the road. Efficiency and security gains for both the driver and the manufacturer of the vehicle make such services a highly attractive development. Nevertheless, research and also practical experience on the acceptance and usage of such services is very limited, especially in the B2C area. The work of Clemens Hiraoka therefore contributes to the academic and managerial of technology-intensive services in at least three ways: First, the rich body of technology acceptance model (TAM) research is analyzed and consequently extended for its application on Connected Services in B2C. The theoretical framework is expanded to also include the role of traditional marketing elements such as branding and pricing. Second, this doctoral dissertation bases all quantitative analyses on a large sample of real customers, with both motivation and usage data combined. Although the risks associated with self-reported usage data (common method bias) are well known in research, very few authors are able to address it as Clemens Hiraoka does in his work, using both attitudinal and behavioral data. From there, structural equation modeling (SEM) is applied to uncover the relevant factors for accepting and using Connected Services.
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SCOPING THE RESEARCH FOCUS THROUGH THEORETICAL FOUNDATIONS 13
EXPERIENCING CONNECTED SERVICES IN THE AUTOMOTIVE INDUSTRY
FORMING THE CONCEPTUAL FRAMEWORK INTO A RESEARCH MODEL
WINNING INSIGHTS FROM QUANTITATIVE DATA ANALYSIS 79
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acceptance and usage active actual usage data attitude automotive industry average Bagozzi BMW 3 series BMW Assist BMW ConnectedDrive BMW Online canceled customers Car Innovation chapter Chi² confirmed Connected Services consumers correlation Davis dealer driver E-Call evaluation experience expert interviews Explorative research factor analysis Figure global fit indices heavy users hedonic Hedonic components Homburg and Giering influence integrated Internet leverage loyalty mediation mobile phones moderator Mplus multigroup nonuser sample null users OEM brand offering OnStar outcomes overall p-value Parasuraman path coefficients Perc perceived ease perceived enjoyment PERSONAL NAVIGATION DEVICE Prestige Price Fairness Price Transparency products and services relevant remote services role sales process self-service technologies service provider significant structural equation model survey Technology Acceptance Model Technology hedonism technology readiness telematic services TeleServices usage intensity use-case utilitarian validity vehicle Venkatesh Warshaw