After conducting various research on automobiles, we discovered that the "information channel" is always a crucial factor during the process of purchasing and using a vehicle. This is especially important when new car owners need to make decisions or learn how to drive. Currently, the sources for understanding automobiles are rapidly changing. An official dealership is no longer the only option available in the market, and a variety of new channels have emerged, such as automotive websites, official social media accounts, and video-sharing sites. Consumers also have access to private social channels, such as their family, friends, and coworkers.
We would like to share our research results on the following topic: In the presence of multiple channels, which channel has the greatest impact on consumers' decision-making, when does it occur, and what type of assistance does it provide to enhance consumers' driving satisfaction.