Alienation in the internet society: changes in car buyer attitudes in the Japanese automobile industry

Publication Type:

Journal Article

Source:

International Journal of Automotive Technology and Management, Volume 2, Number 2, p.190-205 (2002)

URL:

https://www.scopus.com/inward/record.uri?eid=2-s2.0-33644914554&partnerID=40&md5=c40caf3ddc13051543ac5ff0c6a18951

Abstract:

This paper explores characteristics and changes in the attitudes of Japanese automobile buyers based on large-scale surveys in 1999 and 2001. The data show a remarkable increase in internet usage: the ratio of internet users to all car owners was doubled between 1999 and 2001, from 16% to 32%. One may suppose that such a surge in internet usage significantly changes its users' attitudes and behaviour. However, to our surprise, we found that a major change had occurred in non-internet users, rather than internet users. The data reveal that non-internet users were increasingly disappointed at the current internet-driven strategies of manufacturers and dealers. The results of this study show that automobile buyers have become quite heterogeneous in the advent of the internet. To devise a suitable strategy in this diversified society is a real challenge to both automobile manufacturers and dealers. © 2002 Inderscience Enterprises Ltd.

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