Factors influencing drivers’ acceptance of in-vehicle monitoring

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Journal Title
Journal ISSN
Volume Title
Perustieteiden korkeakoulu | Master's thesis
Date
2017-12-13
Department
Major/Subject
International Design Business Management
Mcode
SCI3062
Degree programme
Master’s Degree Programme in International Design Business Management (IDBM)
Language
en
Pages
100
Series
Abstract
This study investigates the influencing factors that affect drivers’ acceptance of products or services, that implement in-vehicle monitoring. The rapid growth of the sharing economy, aided by smartphones, results in many innovative automotive applications from commercial service providers, such as Uber, MaaS or carsharing applications. However, many projects that try to introduce new business models, using in-vehicle monitoring, ultimately were not received favorably. To investigate the factors, a qualitative analysis and ecosystem approach were used; 19 stakeholders, consisting of regular and professional drivers, as well as automotive-related organisations, unions, transport and research agencies, were interviewed and their inputs were analysed to provide a starting reference of the influencing factors. The study found that there are 9 factors that influence driver’s acceptance of in-vehicle monitoring: (1) Comparing benefits and costs, (2) Privacy, (3) Autonomy of driver, (4) Driver’s ideals and morale, (5) Ownership of vehicle, (6) Trust, (7) Design of system, (8) Awareness of technology, and (9) Media and marketing. Organisations are encouraged to consider these influencing factors when designing their products and services. The study recommends that organisations design products and services that appeals to the drivers’ motivation and perspective of what is important to them during their drive. In addition, technical considerations for data privacy, security and trust are presented. Finally, the overall design and marketing recommendations for organisations are presented.
Description
Supervisor
Vartiainen, Matti
Thesis advisor
Pasupuleti, Tanuj
Keywords
driver, acceptance, vehicle, monitoring
Other note
Citation