Alienation in the internet society: changes in car buyer attitudes in the Japanese automobile industry. (1st January 2002)

• Record Type: Journal Article
• Authors: Morita, Masataka; Nishimura, Kiyohiko G.
• Is Part Of: International journal of automotive technology and management. Volume 2:Number 2(2002)
• Page Start: 190
• Page End: 205
• Publication Date: 2002-01-01
• Subjects: Japanese automobile industry -- car buyers&#39 -- attitudes -- internet effects -- alienation -- buyer heterogeneity; Automobile industry and trade -- Management -- Periodicals; 338.456292068
• Languages: English
• ISSNs: 1470-9511

Abstract

This paper explores characteristics and changes in the attitudes of Japanese automobile buyers based on large-scale surveys in 1999 and 2001. The data shows a remarkable increase in internet usage; the ratio of internet users to all car owners was doubled between 1999 and 2001 from 16% to 32%. One may suppose that such a surge in internet usage significantly changes its users' attitudes and behaviour. However, to our surprise, we found that a major change had occurred in non-internet users, rather than internet users. The data reveals that non-internet users were increasingly disappointed at the current internet-driven strategies of manufacturers and dealers. The results of this study show that automobile buyers have become quite heterogeneous in the advent of the internet. To devise a suitable strategy in this diversified society is a real challenge to both automobile manufacturers and dealers.