Study on the Influence Mechanism of Consumers' Willingness to Purchase through In-Vehicle Systems

With the rapid development of intelligent connected vehicles, it is possible that they will replace mobile phones as a mobile consumption terminal during certain periods in the near future. Against this backdrop, this paper attempts to study the willingness of users of intelligent connected vehicles to consume through the vehicle-machine interface based on Task-Environment Fit theory and Task-Technology Fit theory, and explores the possibility of such consumption and the extent of influence of various factors. Through a survey of 332 intelligent connected vehicle users, the study found that privacy security has the most significant positive impact on consumers' willingness to consume through the vehicle-machine interface, followed by the level of human-computer interaction, and then the atmosphere in the cabin. While the NVH level and the contextual offering ability, which are more active during the driving process, have no significant impact on the willingness to consume through the vehicle-machine interface.