Analysing Consumer Attitudes Towards Digital Innovations in Automotive Retail: Insights from an Online Survey

Purpose: This study investigates how digital innovations reshape consumer behaviour and decision-making in German automotive retail. It highlights the impact of online shopping platforms, virtual showrooms, and AI-driven personalisation on customer engagement and purchase decisions. Methodology/Approach: The study employs a systematic literature review and an empirical investigation via a standardised online survey and evaluates attitudes towards digital innovations in automotive retail. Statistical techniques were used for data interpretation, including linear regressions and correlation analysis. Findings: The findings reveal significant impacts of digital innovations on consumer purchasing decisions. Key results show a strong preference for online vehicle purchasing and virtual showrooms, which are closely tied to general online shopping behaviours. Personalised recommendations and advanced digital services are identified as critical drivers for enhanced customer experience. Research Limitation/Implication: This work provides actionable recommendations for integrating digital tools to meet evolving customer expectations. However, the findings are limited to the German market, suggesting a need for validation in Europe. Originality/Value of paper: This study fills an important research gap by providing empirical evidence for the intersection of digital transformation and automotive retail in Germany and is one of the first studies to comprehensively uncover customer expectations of digital and hybrid retail solutions.