Car Infotainment: An early analysis of driver perceptions towards apps in the car

Abstract: Driven by technological advances, the vision of a Connected Car finally becomes reality. As one of the Connected Car innovations, Car Infotainment Systems now get an internet connection. Following the example of the mobile industry, app ecosystems are about to emerge in cars. In-Vehicle technology has already become the new differentiation battleground in the automotive industry. Being technologically possible, however, does not guarantee the success of app-based Car Infotainment Systems. It is not clear whether these systems are appreciated by car drivers, seeing that apps not necessarily provide assistance for driving, but in contrast can be a source of driver distraction and thus threaten traffic safety. It was therefore the purpose of this study to explain the perceptions of car drivers towards Car Infotainment Systems that provide access to an App ecosystem and thereby determine success factors from a user’s perspective. For this reason, a research model that extends the Technology Acceptance Model with hypothetical factors has been proposed based on a literature review on driver acceptance. By analyzing data collected through an online survey, perceptions have been measured and nine hypotheses among these factors have been tested. It could be shown that drivers’ perceptions of Car Infotainment Systems are slightly positive. Task-technology-fit, usefulness, ease of use, risk and costs could be approved as being influencing factors of the behavioral intention to use Car Infotainment Systems. However, the perceived risk seems to have no direct influence. Implications for both practice and academia could be drawn from these results.