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Cars are developing into networked systems and digital entities. In order to improve service quality, enable new value propositions, and achieve a better driving experience, connected cars increasingly utilize the data and devices of their occupants. This situation is completely new for consumers, as cars have not been viewed as data collecting devices of highly personal information so far. These novel developments raise the question whether consumers realize and are concerned about the disclosure of sensitive personal data while using connected cars. Research in the field of privacy indicates that consumers value their privacy and that privacy concerns induce privacy behaviour. Therefore, this study aims to empirically validate a research model which considers privacy concerns as a crucial construct in predicting the intention to use connected cars. The results of our investigation enhance the understanding of consumers’ privacy concerns in connected cars and will help car manufacturers to adequately address these issues within their market strategy.

Privacy on the road Evaluating German consumers' intention to use connected cars