Empirical Research On The Auto Channel Participnats’ Intention To Accept Auto E-commercial

Automobile’s attributes of high value and high involvement slow down the automotive industry’s e-commerce.However,with the training of consumers’ online shopping habits,as well as the growing maturity of online payment security technology,more and more consumers accept and adopt the purchase of cars through Internet.The buying patterns of auto consumer and selling patterns of auto dealer have also been changed.Internet has a lot of advantages,such as borderless,low asymmetric information,high communication efficiency,low intermediary costs,but the attribute of “intermediary” also brought some competing risks to the traditional channel distributors directly.The rapid development of third-party platforms(e.g.Autohome,TMALL)asks the auto manufactures seriously to think about how to innovate auto sale channel in the era of Internet and how to make full use of the advantages of the Internet to improve car sale mode.The development of auto e-commerce needs us not only to study how to increase consumers’ online auto purchase intention but also to try to reduce the resistance of the traditional channels so as to increase dealers’ acceptance intention.By these means,it can realize win-win of consumers,manufactures and dealers,and this is critical to the transition of traditional auto sale channel.This dissertation explores the acceptance intention of auto e-commerce from the perspective of manufactures,dealers and consumers,and it also focused on the factors which influence the acceptance intention of the three principal parts,and put forward some policy guidance.The main conclusions are as follows:(1)In the third chapter,we analyzed the e-commerce acceptance of auto manufactures.Based on the experience of automotive industry for a long time and lots of first-hand data and observed material,this study deeply analyzed the development history of auto e-commerce and manufactures’ acceptance intention,and revealed the underlying mechanism behind this phenomenon.In the environment of e-commerce,based on the theory of co-evolution,we analyzed the influence mechanism and built the framework among manufactures,dealers and consumers from the perspective of their dynamic capability of co-evolution.We extended the relation of manufacture environment and dynamic capability from one-way to multidirectional interactive causal relationship,and make some progress of enterprises’ dynamic capability.(2)In the fourth chapter,we analyzed the e-commerce acceptance of auto dealers.By investigation and empirical analysis of 158 real automobile dealers,we discussed the influence of perceived performance risk and relation risk to the dealers’ e-commerce acceptance.Dealers have greater effect on the acceptance of e-commerce than manufactures’ common industry channels due to its special natures and importance,thus more attention must be paid to the promotion of auto e-commerce.However,since the high cost of dealers’ marketing and the sharp drop of new car sales profits,dealers’ e-commerce acceptance becomes a little bit more complicated and subtle.It has great significance for us to understand the evolution of auto e-commerce.Meantime,there is some complex channel power relations between auto manufactures and distributors,and it has some high value to study the effect of manufactures’ channel power on the dealers’ e-commerce acceptance.(3)In the fifth chapter,we analyzed the e-commerce acceptance of consumers.We analyzed the effect of self-construal on consumers’ auto e-commerce acceptance intention by investigating of 4150 real owners.Consumers’ acceptance of auto e-commerce impacts more on whether the promotion of auto e-commerce succeeds.Prior researches concerned more on risk,brand reputation,consumer trust,and did not pay much attention to self-construal.We can further understand the acceptance of auto e-commerce that based on the interdependent and dependent self,and it has more theoretical value.In addition,it also has more important practical significance for manufactures to increase the e-commerce acceptance among different types of consumers.(4)Based on the findings above,the sixth chapter put forward some suggestions on the development of auto e-commerce.The suggestions focused on manufactures,dealers and consumers,which considered the environment,opportunity and challenges of auto e-commerce in our country,as well as the case studied in chapter three.The suggestions and strategies not only have high theoretical value but also show some feasible practical measures,and this make our research has more important practical significance.Overall,we make deep analysis on the auto e-commerce acceptance intention of manufactures’,dealers’ and consumers’ which are important to the application and promotion of auto e-commerce.The innovations of this dissertation are as follows:(1)We studied the manufactures’ auto e-commerce acceptance according to the co-evolutional dynamic capacity theory.Based on this theory,we explored the acceptance mechanism in the context of e-commerce among manufactures,dealers and consumers.We extended the manufactures’ one-way dynamic capability with external environment to multidirectional relationship.We tracked and validated the development and training of manufactures’ dynamic capability in the process of e-commerce adaptation and acceptance,and this enriches the research of dynamic capability.(2)We explored the effect of manufactures’ channel power on dealers’ e-commerce acceptance in the industry which depends more on traditional offline channels and has more complicated relationships,typically in automotive industry based on the theory of channel power theory.We divided the dealers’ perceived risk into performance and relation risk,and specifically analyzed which one had the greater impact on dealers’ acceptance,as well as the factors that could ease dealers’ perceived risk.Further,we explored the moderated effect of manufactures’ channel exercise power between dealers’ perceived risk and their e-commerce acceptance.(3)Base on self-construal theory,we analyzed two types of consumers(i.e.interdependent and dependent consumers),and found that they show difference auto e-commerce acceptance.Prior research on the relationship of(inter)dependent consumers and their online shopping is still limited,and this dissertation extends the researches on this field which is more focused on the products of high value and high involvement.Online perceived risk and website trust are considered as moderators,and we analyzed their moderated effect between self-construal and consumers’ online car purchase intention.