Analysis of factors influencing car purchases on the Internet by automotive customers in Germany

IF 1.2 Q4 BUSINESS

Entrepreneurship and Sustainability Issues Pub Date : 2023-03-30 DOI:10.9770/jesi.2023.10.3(23)

Robert von Böhlen, Iveta Šimberová

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Abstract

. This research aims to investigate various factors influencing the decision of automotive customers in Germany to buy a car on the Internet. The empirical study conducted mainly examines the influence of multiple factors such as employment status, gender, desire for advice when buying a car, price sensitivity, previous online vehicle purchasing experience, familiarity with online vehicle platforms, the intensity of general online shopping and age of the respondents on the degree of online vehicle purchasing behaviour. The scientific literature has produced only a few concrete studies in this regard. It is still being determined which factors are decisive for customers to buy their car online. Online vehicle purchasing behaviour was approximated using a Likert scale. Over 250 participants were surveyed in this process. The results were analysed by contrasting each influencing factor with online vehicle buying behaviour as part of a simple linear regression model. The T-test was then used to test each hypothesis for significance. A multivariate linear regression model was then constructed and retested with the significant influencing factors obtained. This showed that employment status, desire for advice when buying a car, having already made an online vehicle purchase, knowledge of online vehicle platforms, and general online shopping are (highly) significant and, therefore, strongly influence the online purchase decision of automotive customers in Germany. Future research should focus on comparing the results of this study for Germany and other more digital countries.

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德国汽车消费者网上购车影响因素分析

。本研究旨在调查影响德国汽车消费者在互联网上购买汽车决策的各种因素。实证研究主要考察了就业状况、性别、购车时寻求建议的意愿、价格敏感度、既往网购车经历、对网购车平台的熟悉程度、一般网购强度、受访者年龄等多重因素对网购车行为程度的影响。在这方面，科学文献只提出了一些具体的研究。消费者在网上购车的决定性因素仍有待确定。使用李克特量表估计在线汽车购买行为。在这个过程中，超过250名参与者接受了调查。作为简单线性回归模型的一部分，通过将每个影响因素与在线汽车购买行为进行对比，对结果进行了分析。然后使用t检验来检验每个假设的显著性。然后建立多元线性回归模型并重新检验，得到显著的影响因素。这表明，就业状况、买车时寻求建议、已经在网上购买过汽车、对网上汽车平台的了解以及一般的网上购物(高度)显著，因此强烈影响德国汽车客户的网上购买决策。未来的研究应该把重点放在比较德国和其他更数字化的国家的研究结果上。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Entrepreneurship and Sustainability Issues BUSINESS-

自引率

5.90%

发文量

审稿时长

20 weeks

期刊介绍： ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES ISSN 2345-0282 (online) is a peer-reviewed scientific journal, serving as a platform to foster multi/interdisciplinary innovations that bring together the research communities and the end-users being affected. It is where theory meets practice, evident in the authors being experts across the industrial value chain – including business visionaries, regulatory and standards bodies, and especially pan-European networking through public and private sector partnerships (PPPs). Accepted papers present outcomes of initiatives and findings across all fields of science and technology, especially social sciences and humanities. Multi/interdisciplinary approach is encouraged. Recent additions to the already well-accomplished editorial board includes experts from the energy and information and communication technologies (ICT) sectors, particularly focused on advances to the state of the arts in environmental sustainability developments. This journal publishes original research papers that are rich with case studies of modern demonstrations, presenting innovative solutions to socio-economic and socio-technical problems that plague modern societies. It is a journal that is positioned as collaborative platform where theory meets practice, which is accomplished by publishing authors who’ve uncovered new linkages between data formulation and the underpinning theories, cases, observations, and validated hypotheses arising from the analysis of that data. ESI journal scope includes as well a particular focus on the business development side of smart electricity grids regarding financial or innovative technological aspects surrounding: renewable production, energy storage and management, construction materials, retrofitting, urban planning, and the trading of actors within emerging markets affected by energy supply and demand tradeoff.