This thesis examines whether consumers in Austria and Germany are ready to embrace digital direct-to-consumer (D2C) sales models in the automotive industry, a shift driven by new competitors like Tesla. The study explores the factors influencing purchase intentions, preferred sales channels, and the demographic profiles of consumers likely to adopt digital D2C models. A mixed-method research approach was used, combining qualitative interviews and a quantitative survey, to evaluate the findings from the performed literature review. Findings reveal a significant preference among younger consumers for purchasing cars through digital D2C models. Additionally, consumers generally show a lower willingness to pay when purchasing via digital D2C models compared to traditional retail, emphasizing the need for competitive pricing. Showrooming, or the ability to physically inspect a car before buying online, positively impacts purchase intentions, highlighting the importance of integrating physical and digital experiences. These insights suggest that automotive manufacturers should adopt an omnichannel approach, combining the convenience of digital channels with the reassurance provided by physical showrooms, to transition from traditional retail to digital sales effectively. This research contributes to the limited academic literature on digital D2C models in the automotive sector, offering empirical data on consumer behavior in these emerging sales channels.
Date of Award | 15 Oct 2024 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Miguel Rita (Supervisor) |
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- Digital direct-to-consumer (D2C)
- Automotive industry
- Consumer behavior
- Purchase intention
- E-commerce
- Austria
- Germany
- Omnichannel retail
- Mestrado em Gestão e Administração de Empresas
Driving the digital shift exploring consumer readiness for digital D2C automotive sales in Austria and Germany
Jagob, D. (Student). 15 Oct 2024
Student thesis: Master's Thesis