Driving Sales Digitally: An Empirical Study of Digital Showrooms in the Automotive Sector

This study empirically investigates the causal pathway through which digital showrooms drive sales in the Indian automotive sector. It develops and tests a cohesive model that examines the sequential impact of technology adoption factors on customer experience and, in turn, on sales. To validate the model, a deductive approach was employed, incorporating both descriptive and causal research designs. Using non-probability convenience sampling, a structured online questionnaire was administered to 251 potential car buyers in India. Hypotheses derived from the theoretical conceptual framework were tested using correlation analysis, Kruskal-Wallis tests, and linear regression. The results supported all the hypotheses (H1-H11). Ease of navigation was identified as the strongest predictor of technology adoption (H3: r = 0.723). Features in digital showrooms, such as interactivity (H4), personalization (H5), AI integration (H6), and convenience (H7), created value for the customer experience. This positive experience led to increased purchase confidence (H8: ρ = 0.692), trust (H9: ρ = 0.636), and likelihood of recommending the showroom to others (H10: ρ = 0.494), directly enhancing sales outcomes. The use of non-probability convenience sampling is considered a primary limitation, as it may affect the generalizability of the results. Future research may employ probability sampling and longitudinal research designs to facilitate cross-cultural comparisons. This study bridges a critical research gap by demonstrating how technology adoption translates into sales through the mediating role of customer experience in the context of automotive digital showrooms.