Title:
Study on Customer Acceptance of a Corporate Carsharing Offer in the Context of Sustainable Mobility

Authors:
Selina Söhner, Fabian Pitz, Michael Matthias Naumann, Dora-Maria Craiu, Romania

Abstract:

Corporate carsharing represents a sustainable operational mobility solution for companies and administrations. Particularly in light of the increasing environmental burdens caused by traffic, a closer examination of corporate carsharing seems especially sensible. There is currently insufficient information regarding the acceptance of a corporate carsharing offering. Additionally, it is worth mentioning that the Unified Theory of Acceptance and Use of Technology (UTAUT) has mostly been studied using quantitative methods, which are only limitedly suitable for practical implementation of the results obtained (Williams, Rana & Dwivedi, 2015). For these reasons, the goal of this research is to investigate, using a qualitative content analysis according to Mayring (2015), how a corporate carsharing offering should be designed to achieve maximum acceptance from customers. For this purpose, six customers with company headquarters in Baden-Württemberg, who already use a corporate carsharing offering, were surveyed. The theoretical framework of this work is formed by the UTAUT. The results of this research show that performance expectancy, effort expectancy, facilitating conditions, perceived environmental friendliness, and cost-effectiveness are key constructs that are crucial for the acceptance of Deer GmbH's corporate carsharing offering. Moreover, perceived innovation capability, driving pleasure, and corporate culture were identified as new constructs that are critical for the success of the corporate carsharing business model.

DOI: http://dx.doi.org/10.51505/ijaemr.2024.9403