Publication detail

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

Robert von Böhlen Iveta Simberova

Original Title

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

Type

journal article in Web of Science

Language

English

Original 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.

Keywords

automotive industry; automotive retail; digital transformation; customer behavior

Authors

Robert von Böhlen; Iveta Simberova

Released

30. 3. 2023

ISBN

2345-0282

Periodical

ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES

Year of study

10

Number

3

State

Republic of Lithuania

Pages from

340

Pages to

361

Pages count

22

URL

https://jssidoi.org/jesi/article/1071

BibTex

@article{BUT184086,
  author="Robert {von Böhlen} and Iveta {Šimberová}",
  title="Analysis of factors influencing car purchases on the internet by automotive customers in Germany",
  journal="ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES",
  year="2023",
  volume="10",
  number="3",
  pages="340--361",
  doi="10.9770/jesi.2023.10.3(23)",
  issn="2345-0282",
  url="https://jssidoi.org/jesi/article/1071"
}