Resource Integration in a Vehicle Ecosystem

Abstract

Service-dominant logic has moved users from consumers to valued co-creators in transactional ecosystems. In service-dominant logic, privacy and trust are private resources. This logic is a metaperspective that needs to be integrated with mid-range theories to investigate how these resources are integrated, and what influence the integration. Thus, this study uses the enhanced antecedents–privacy concerns–outcomes model. This model includes different levels of cognitive effort that influence private resource integration. Then, we conducted interviews with Tesla owners in Australia. Tesla owners gave high-level cognitive responses and attitudes, including environmental concerns, altruism, attitudes towards electric vehicles, and privacy concerns. They also gave low-level cognitive responses or biases, such as implicit trust and positivity. Specifically, our findings indicate that users distrust vehicle manufacturers; environmental concerns lead to perceived benefits; altruism, implicit trust, and positivity mitigate privacy concerns; and privacy concerns increase the perceived privacy risks. These behavioral responses influence resource integration, feeding into our proposed model.