Content and Mechanism of Car Experience: A Case Study Based on Interpretive Phenomenological Analysis

Many studies have been carried out the car experience from functional view. Different from these studies, our study aims to find more detailed reason for customers to choose the car of interest from the perspective of the whole car experience. Such experience is that feeling of using a car product to form a comprehensive feeling of the automobile product. The effective study of car experience is necessary for thinking about car product innovation at a strategic level. However, reflection on this issue has not received sufficient involvement in previous studies. Therefore, we use a qualitative research based on phenomenological methods to interview a candidate. By analyzing the interview scripts, 19 kinds of experience elements are extracted in the car experience. We also discovered four main mechanisms of vehicle experience behavior, which provides useful strategic theoretical guidance for the innovative practice of automotive product experience for Generation Z customers. In addition, our study shows that descriptive phenomenon analysis and explanatory phenomenon analysis are effective method tools for carrying out scientific research on the vehicle experience.