Publication detail

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

Robert von Böhlen Iveta Simberova

Original Title

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

Type

journal article in Scopus

Language

English

Original Abstract

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

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

Authors

Robert von Böhlen; Iveta Simberova

Released

16. 1. 2025

ISBN

1335-1745

Periodical

Quality - Innovation - Prosperity

Year of study

29

Number

1

State

Slovak Republic

Pages from

1

Pages to

24

Pages count

24

URL

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

BibTex

@article{BUT194133,
  author="Robert {von Böhlen} and Iveta {Šimberová}",
  title="Analyzing Consumer Attitudes Towards Digital Innovations in Automotive Retail: Insights from an Online Survey",
  journal="Quality - Innovation - Prosperity",
  year="2025",
  volume="29",
  number="1",
  pages="1--24",
  issn="1335-1745",
  url="https://www.qip-journal.eu/index.php/QIP/article/view/2109"
}