Electric Car vs. Hydrogen Car – Acceptance of All-Electric Driving in Germany and the U.S.A. – An Explorative Youtube Study

Authors

Dr. J. Wittmann, Global Panel Foundation, Prague:

Year

2021

Print Info

Production/Publication ÖVK

Summary

Completely new responses to latent or manifest customer requirements and needs form disruptive technologies. These lead to changes in customer behaviour and to evolving new markets¹. An innovative and current disruptive technology in the field of automotive mobility, which is under pressure from stakeholders such as the state, society and (potential) customers, is all-electric driving². Stakeholders’ legal, transport and environmental policy regulations and ethical frameworks influence societal and customer acceptance of all-electric driving. After all, a technology is only considered as a successful innovation if it achieves the acceptance of the public and (potential) customers³ and is commercialized through a sustainably value-creating business model⁴. Social media is a viable field for measuring technology acceptance⁵. For example, social media already provides information on electric vehicles to 21% of more than 2,000 respondents⁶. The author presents analyses of YouTube videos on the acceptance of all-electric cars for the public and (potential) customers in Germany and the USA documenting their data between August 2019 and January 2021⁷. An excursion into hydrogen engine driving supplements the investigation. On the one hand, the results contribute to research on all-electric driving and, on the other hand, to the acceptance of disruptive technologies by means of YouTube analyses.

Number of pages

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