Title: Privacy on the road? Evaluating German consumers' intention to use connected cars

Authors: Christoph Buck; Riccardo Reith

Addresses: Centre for Future Enterprise, QUT Business School, Queensland University of Technology, 2 George St., Brisbane City, QLD 4000, Australia ' Chair of Information Systems Management, University of Bayreuth, Universitätsstraße 30, 95448 Bayreuth, Germany

Abstract: Cars are developing into networked systems and digital entities. In order to improve service quality, enable new value propositions, and achieve a better driving experience, connected cars increasingly utilise the data and devices of their occupants. This situation is completely new for consumers, as cars have not been viewed as data collecting devices of highly personal information so far. These novel developments raise the question whether consumers realise and are concerned about the disclosure of sensitive personal data while using connected cars. Research in the field of privacy indicates that consumers value their privacy and that privacy concerns induce privacy behaviour. Therefore, this study aims to empirically validate a research model which considers privacy concerns as a crucial construct in predicting the intention to use connected cars. The results of our investigation enhance the understanding of consumers' privacy concerns in connected cars and will help car manufacturers to adequately address these issues within their market strategy.

Keywords: connected cars; privacy concerns; privacy calculus; consumer acceptance; acceptance model; automotive; digitalisation; mobility automotive platforms; digital services.

DOI: 10.1504/IJATM.2020.110408

International Journal of Automotive Technology and Management, 2020 Vol.20 No.3, pp.297 - 318

Received: 30 Sep 2019
Accepted: 26 Mar 2020

Published online: 08 Oct 2020 *

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