haku: @author Molesworth, M. / yhteensä: 2
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| Tekijä: | Molesworth, M. Suortti, J. |
| Otsikko: | Buying cars online: The adoption of the Web for high- involvement, high-cost purchases |
| Lehti: | Journal of Consumer Behaviour
2002 : DEC, VOL. 2:2, p. 155-168 |
| Asiasana: | CARS CONSUMER BEHAVIOUR INTERNET INFORMATION TECHNOLOGY |
| Kieli: | eng |
| Tiivistelmä: | This research explores the adoption of the Web throughout the buying process within high-value, high- involvement product categories (the car sector). Diffusion of innovations (Rogers, 1983) and innovation resistance Ram and Sheth (1989) theories are utilised and found to be useful. The research is exploratory, based on eight qualitative, semi-structured individual interviews with potential car buyers. Findings indicate that there is resistance to adopting online car purchase overall, but relative advantage is recognised at the early, information seeking stages. Consumers use the Web to improve the balance of power between themselves and car salespeople. Innovation resistance during later stages result from the need for personal experience of the product prior to purchase, as the uncertainty regarding after-sales support. |
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