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  • The subscription model in automotive industry : a tool for co-creators identification
    Publication . Zago, Mattia; Costa, Cláudia Isabel de Sousa
    The purpose of this research is to establish a connection between co-creation and the adoption of vehicle subscription-based services and to test the application of a model for car choice. The objective is to test the hypothesis that experience-driven vehicle subscription services (EDVSS) attract co-creators and the effects of pre-identified constructs on the adoption of vehicle subscription services. The hypotheses are formulated after having extensively review industrial reports about the emerging trends in automotive and the academic literature on co-creation, motivation of drivers’ behavioural changes and attitudinal models for car choice. A quota sample of 380 US citizens participated in the primary data collection through a survey. Overall, results demonstrate that people that are more involved in co-creative initiatives tends to increase the willingness to adopt an experience-driven vehicle subscription service. Furthermore, the tested attitudinal model for car choice results in moderately explicate the adoption of EDVSS. Results are discussed to draw main implication for managers. The research contributes to the extant literature in co-creation, by opening relevant new paths of research benefitting different industries. Thus, the validated model both extend the literature relatively the application of attitudinal models to explicate a certain behaviour as well as provide managers with a useful tool to develop specific marketing strategies.
    2018-10-22Dissertação de mestrado Acesso aberto Ver mais