Technology Takes the Wheel: Unveiling the Drivers of Car Dashcam Adoption

Abstract

This study aimed to investigate and provide insight into the drivers and motivations behind users’ intentions for using car dashcams. The study utilized a purposive sampling technique with a sample size of 225 and obtained responses through a structured questionnaire. Partial least squares structural equation modeling (PLS-SEM) was performed to verify the proposed hypotheses. The findings demonstrated that the perceived quality of the system, the quality of the information, and the quality of the interaction positively influenced the perceived ease of use and usefulness of using car dashcams. Attitude and behavioral intention were affected by perceived ease of use and usefulness, while perceived usefulness had no influence on intention to use car dashcams. While hedonic motivation and price value impacted behavioral intention, social intention did not affect it. Attitude was found to fully mediate the path between perceived usefulness and behavioral intention. The outcomes of the study incorporate a considerable amount of knowledge into the adoption behavior of telematics literature by integrating prevalent technology adoption models into a unified model: The information system success model (ISS), technology acceptance model (TAM), and unified theory of acceptance and use of technology 2 (UTAUT2). The findings provide valuable insights for marketers, the dash cam industry, and policymakers to enhance their understanding of the critical factors affecting the adoption of car dashcams, which can assist in customizing their marketing campaigns and policies to encourage the usage of dashcams, leading to improved road safety and safe driving behavior.