Buch, Englisch, 244 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 321 g
Reihe: Reihe: Marketing und Medien
Buch, Englisch, 244 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 321 g
Reihe: Reihe: Marketing und Medien
ISBN: 978-3-7369-7179-0
Verlag: Cuvillier
For this thesis, a theoretical framework was developed by integrating the decomposed theory of reasoned action with an enhanced version of means-end theory. The framework led to the qualitative examination of benefits and sacrifices that consumers believe exist when using an autonomous vehicle. The relative importance of each benefit and sacrifice for the decision to use an autonomous vehicle in the future was then investigated with a quantitative study. In addition, four consumer segments that differ in their decision drivers and barriers were discovered with a latent class regression.
The results of this thesis include several meaningful implications for practitioners and future research. These implications have the potential to guide managerial decision-making in the mobility and related industries and create an opportunity to directly influence the future of mobility by taking action to make the autonomous vehicle succeed in the market.