KOREASCHOLAR

THE WORLD CAFÈ AS INNOVATIVE APPROACH TO DETECT NEW VARIABLES THAT AFFECT CONSUMER ACCEPTANCE TOWARDS SELF-DRIVING CARS

Abea Sippel
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401136
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.603-607
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research uses a practical attempt to explore further determinants of consumer behaviour needs to be considered in modern TAM’s. Based on This study applies a qualitative and a quantitative method. On the one hand, qualitative data was collected with the World Café approach and on the other hand, the quantitative data was collected by an online-survey, resulting in an effective sample of 126 respondents. The findings show that consumers attitude towards self-driving cars is positive and negative. Those descriptive variables for the context of autonomous driving have to be identified as a first step. Conclusively, implications and future research topics are presented.

Keyword
autonomous driving; self-driving cars; world-caféconsumer behaviour
Table Content
ABSTRACT
INTRODUCTION
CONCEPTUAL FRAMEWORK
METHODOLOGY
RESULTS
IMPLICATIONS & FUTURE RESEARCH
KEY REFERENCES
TABLES & FIGURES
Author
  • Abea Sippel(Institut of Marketing)