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

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

Článek Scopus

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.

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.

Keywords: automotive retail; retail; digital transformation; survey; consumer expectations

Keywords: automotive retail; retail; digital transformation; survey; consumer expectations

Robert von Böhlen; Iveta Simberova

16.01.2025

1335-1745

Quality Innovation Prosperity-Kvalita Inovacia Prosperita

29

1

Slovenská republika

1

24

24

https://www.qip-journal.eu/index.php/QIP/article/view/2109

http://hdl.handle.net/