Koncept subscription v automotive: postoj spotřebitelů k on-demand features coby prvkům výbavy automobilů

This master's thesis deals with the concept of subscription in the automotive industry, specifically subscription of on-demand car features (ODCF for short). The aim of the thesis is to find out how consumers perceive this concept and what their willingness to subscribe to features in this way is. The research part is mainly based on the replication of existing research. This research suggested that consumers' perceptions and their intention to purchase ODCF vary depending on the nature of the features, more specifically on their tangibility. Thus, the results of the research in this thesis provides an answer to how consumers' perceptions and purchase intention differ depending on whether the car feature is tangible or intangible. Further, the thesis answers whether consumers who have some prior experience with any type of subscription are more willing to subscribe to on-demand car features as well. An on-line quantitative questionnaire is used to collect data.