Document Type
Conference Proceeding
Publication Date
Spring 2024
Abstract
There is a growing trend of online automobile purchasing that is altering the relationship between consumers and automobile dealerships. Consumers are more informed and seek a larger variety of inventory and options when shopping for used vehicles. The online marketplace provides a viable alternative to local dealerships who have hereto dominated much of the market. This research shows the current generation of Zoomers is helping to drive this trend which has significant marketing implications toward the industry. There remains a gap in the academic body of knowledge examining this behavior in relation to large online purchases such as automobiles. This research surveyed 390 respondents from Generation Z to test the relationship of trust to a consumer’s willingness to purchase an automobile online. The authors then present viable solutions to automobile dealerships from which to effectively compete in this new digital marketplace.
Recommended Citation
Whitaker, S. E., Spencer, J., & Calise, G. (2024). Zoomer generation: Used car automobile purchasing behaviors. The 2024 Association of Marketing Theory and Practice Proceedings, 43. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2024/43
