TAM 모델을 활용한 자동차 OTA 특성요인의 이용자 만족 영향에 관한 연구

Abstract

With the advancement and widespread adoption of electric vehicles, the development and proliferation of vehicle software, as well as software services, will progress rapidly. At the same time, the supply chain system of the automotive industry will also be revolutionized, and the boundaries of car manufacturers in the value chain of vehicle production will become increasingly blurred. The core competitive elements of automobiles will gradually become hardware, software, and services, with software upgrades attracting much attention, the core of which is OTA technology. This study aims to explore and empirically examine the relationships between OTA service quality, Technology Acceptance Model (TAM), and customer satisfaction. Moreover, the study amalgamates E-service quality and software quality models to determine OTA service quality factors. This study identified OTA service quality factors, impact the crucial determinants of TAM and examined the effect of these factors on customer satisfaction with OTA services in the context of electric vehicles. Electric vehicles are no longer just a means of transportation, but intelligent products that incorporate advanced technologies. By providing fast and efficient OTA services, EV brands can build an image of technological innovation and improve their competitiveness in the fiercely competitive automotive market.