Connected Services represent a recent innovation that integrates service and product offerings across various industries. In consumer business, a notable example is “TeleServices” in the automotive sector, enabling diagnostics, maintenance, and repairs via mobile data connections while on the road. This advancement enhances efficiency and security for both drivers and manufacturers, making it an appealing development. However, research on the acceptance and usage of these services, particularly in B2C contexts, remains limited. Clemens Hiraoka's work addresses this gap in three significant ways: First, it analyzes and extends the existing technology acceptance model (TAM) to better fit Connected Services in B2C, incorporating traditional marketing elements like branding and pricing into the theoretical framework. Second, the dissertation is grounded in a substantial sample of real customers, combining motivation and usage data. Hiraoka effectively addresses common method bias, a known risk in self-reported usage data, by utilizing both attitudinal and behavioral data. Lastly, structural equation modeling (SEM) is employed to identify the key factors influencing the acceptance and use of Connected Services.
