Alienation in the internet society: changes in car buyer attitudes in the Japanese automobile industry

Author： Morita Masataka Nishimura Kiyohiko G.

ISSN： 1470-9511

Source： International Journal of Automotive Technology and Management, Vol.2, Iss.2, 2003-07, pp. : 190-205

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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.