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

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  • Masataka Morita, Kiyohiko G. Nishimura

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.

Suggested Citation

  • Masataka Morita, Kiyohiko G. Nishimura, 2002. "Alienation in the internet society: changes in car buyer attitudes in the Japanese automobile industry," International Journal of Automotive Technology and Management, Inderscience Enterprises Ltd, vol. 2(2), pages 190-205.
    • Handle: RePEc:ids:ijatma:v:2:y:2002:i:2:p:190-205
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    Cited by:

    1. Haiyan Wang & Tatsuhiko Nariu, 2012. "Distribution Channel Management in an Internet Age: Equilibrium and Social Welfare," Journal of Industry, Competition and Trade, Springer, vol. 12(3), pages 285-298, September.

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