Abstract
A car infotainment system (CIS) is an information system supporting driving behaviour and providing entertainment activities, it can enrich the basic functions of a car, and is a valuable product. This paper investigates which CIS value factors affect consumers' car purchase intentions. A questionnaire survey collected responses from a sample of 319 consumers, and a structure equation model was used as the analytical method. The results found show that a CIS possesses value when it is useful or provides driving safety, and in that case consumers will exhibit greater tendency to purchase a car. In addition, high price or perceived risk will affect the value of a CIS such that consumers with less tendency to purchase a car. This study also discusses some practical implications for car manufacturers and auto electronics. This paper ultimately seeks to facilitate the future development of the auto market. Key words: Car infotainment systems (CIS), perceived value, purchase intention, purchase car.
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