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http://dx.doi.org/10.14400/JDC.2022.20.5.617

Analyzing consumer preferences by major attributes of in-vehicle infotainment systems  

Kim, Junghwan (Media school, Pukyong National University)
Kim, Min Sung (Center for ICT & Society, Korea University)
Publication Information
Journal of Digital Convergence / v.20, no.5, 2022 , pp. 617-626 More about this Journal
Abstract
With the advent of the autonomous driving era, automobiles are being discussed as an extension of the media. The growth of the in-vehicle infotainment(IVI) system can provide various benefits and values to the driver and passengers. Although the development and research of related technologies is being carried out, there has been no research that specifically identified users' valuation on the main attributes of IVI systems. This study uses conjoint analysis to investigate key attributes and users' preferences. The results indicate that the most important attribute for IVI system is provider, followed by system operation type, main service and content type. For each attribute, consumers prefer a detachable infotainment system provided by a telecommunication company, and prefer to use information-oriented services and content that they have previously consumed. This paper provides practical implications, especially in terms of convergence, that operators can refer to in IVI development.
Keywords
In-vehicle infotainment system; Provider; System operation type; Information; Entertainment; Conjoint analysis;
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Times Cited By KSCI : 3  (Citation Analysis)
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