Buying cars online: the adoption of the web for high‐involvement, high‐cost purchases

TLDR

Diffusion of innovations and innovation resistance theories are applied to understand online car buying. The study investigates how the Web is adopted across the car buying process. The authors conducted eight semi‑structured interviews with prospective car buyers. Findings show overall resistance to online car purchase, but early information‑seeking stages benefit from relative advantage, while later stages face innovation resistance due to the need for test drives, after‑sales uncertainty, social aspects, and negotiation concerns; firms should focus on information provision or hybrid online‑offline strategies. © 2002 Henry Stewart Publications.

Abstract

Abstract 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, ie test driving, as well as the uncertainty regarding after‐sales support. Further resistance comes from a reluctance to give up the social aspects of car buying and a perceived inability to negotiate with websites. It is suggested that organisations operating in these markets should focus Web activities on information provision, or opt for a hybrid strategy using both online and offline channels. Copyright © 2002 Henry Stewart Publications.