Kazuhiko Tsuda

Type of the article: Research Article

Abstract
Software-defined vehicles (SDVs) are gaining importance as a key innovation in the automotive industry, yet their value from the perspectives of consumers and employees remains insufficiently understood. This study aims to examine whether value-based SDV concepts increase perceived attractiveness compared with technology-based concepts. Randomized survey experiment was conducted through an online survey in Japan from July 23 to July 25, 2025, with 600 respondents aged 20-69, including car owners who drove at least once a month and full-time employees in the automobile, home appliance, and IT industries, selected as relevant evaluators of SDV value in market and workplace contexts. The value-based concept achieved a higher mean attractiveness score than the technology-based concept (3.375 vs. 3.132, t(598) = 3.11, p = 0.002) and a higher Top-2-Box attractiveness rate (47.7% vs. 36.5%, χ²(1) = 7.73, p = 0.005). Simple slope analyses yielded patterns that were directionally consistent with expectations, but the interaction effects of age and personal innovativeness were not statistically significant. These findings suggest that, in this Japanese online survey sample and under the specific stimuli used in this study, value-based SDV concept emphasizing rapid feedback incorporation and idea realization was rated as more attractive than a technology-based concept.