Accelerating the introduction of disruptive technologies: a framework for understanding and improving the e-car purchasing decision by customers

While disruptive technologies have been historically rather uncommon events, a fundamental shift could be witnessed in recent years. Electric vehicles are disruptive in the sense that the underlying technology is radically new and consumers find the task of evaluating these products very complex due to a lack of reference knowledge as well as low testability of these new cars, which prevents consumers from gaining first-hand experience fast. This research focuses on providing a better framework, i. e. better understanding of consumer decision process with regard to the purchase of electric vehicles. A total of n=291 probands participated in a driving and data collection as well as online Pre-Test and Post-Test Attitude Survey. While driving their conventional car during the test phase, a GPS tracking device collected a total of 3.61 million data values over a total distance of 203,845km for all probands. After the driving phase, all probands received a comprehensive Information Stimulus, i. e. Feedback Report with a large amount of highly personalized information. The research verified that such an Information Stimulus has substantial impact on probands behavior and attitude of adopting electric cars. Of the n=291 probands surveyed, a majority of probands changed their initial purchasing timing, however, no acceleration in the average purchasing timing could be observed. Importantly, the research showed a substantial reduction into the perceived importance of all relevant barriers after probands received the personalized Feedback Report. Adoption barriers such as uncertainty regarding the charging situation in the public area, possible driving range of the EV, suitability for personal mobility needs as well as unclear saving potential, has seen a significant reduction. In addition, the research showed a strong increase in probands measured confidence concerning the purchasing timing for an EV after the stimulus. The results indicate that the transition from generic knowledge to confident knowledge is of substantial significance for the adoption process of disruptive technologies. In an additional part, the research analyzed the entire data collection set as to gain insights into the specific subject of range and charging options. The result of the research verifies the importance of the home-zone as most relevant location for charging. Furthermore, the research suggests a very limited usefulness for additional charging stations in the work/office zone and suggests that a 200 km plus EV can greatly compensate for a lack of infrastructure in the public as well as work/office area. There is strong evidence that a scenario of EV with 200 km plus battery range and fewer public DC stations proves superior for diffusion speed when compared to EV with small batteries and large amount of public stations.