Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Developing a Model of Customers’ Willingness to Pay a Premium for Automotive Parts Equipped with Advanced Technologies (A Case Study: Modern Industry Research Group)

Document Type : The scientific research paper

Authors
Seyed Mohamad Hosein Lotfi Ashtiani 1
Kobra Bakhshizadeh Borj 2
1 Postdoctoral Researcher of Marketing Management, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.
2 Associate Professor of Marketing Management, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran
JABM.3.2.15564.351256.3257.30156
Abstract
This research was conducted with the aim of developing a model for customers’ willingness to pay a premium for automotive parts equipped with advanced technologies. In terms of objective, it is an applied study, and in terms of methodology, it was designed using a mixed-methods approach in two sequential phases. In the first phase, using the Grounded Theory method, the qualitative population included 20 experts, managers, and specialists involved in the design, production, marketing, and sales of advanced technology automotive parts, particularly within the Modern Industry Research Group. Sampling was conducted purposefully until theoretical saturation was achieved. Data were collected through semi-structured interviews and analyzed using a systematic approach for coding, leading to the development of the research’s paradigmatic model. In this model, “Willingness to Pay a Premium for Advanced Technology Parts” was identified as the core phenomenon. Causal conditions included “functional and technical superiority of the technology,” “economic savings and reduction of future costs,” “emotional and pleasure-oriented experience,” “sense of innovation and differentiation,” and “energy efficiency and environmental effectiveness.” Furthermore, “value creation and long-term returns,” “sustainability and environmental responsibility,” “positive brand image and identity,” and “alignment with infrastructure and supply chain” were identified as contextual conditions; while “experience-based trust and transparency,” “institutional assurance and service guarantees,” “technical and professional authority,” and “social influence and collective experience” were identified as intervening conditions. The core strategy identified was “ensuring technological performance under operational conditions,” resulting in outcomes such as “formation of sustainable willingness to pay a premium,” “increased customer loyalty,” and “strengthening investment in innovation.” In the second phase, the quantitative part of the research was conducted using a survey method. The statistical sample for this phase consisted of 384 customers and users of advanced technology parts associated with the Modern Industry Research Group. Data were collected via a questionnaire based on the dimensions of the paradigmatic model. The results of the analyses (including validity, reliability, and model fit) indicated that the dimensional structure extracted in the qualitative phase was statistically validated, and the final model for willingness to pay a premium for advanced technology parts possesses acceptable validity.
Keywords
Willingness to Pay more
Advanced Technologies
Automotive Industry
Perceived Value
Emotional Experience
Subjects
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Journal of Intelligent Marketing Management
Volume 7, Issue 1 - Serial Number 31
Winter 2026
Pages 501-526

  • Receive Date 14 February 2026
  • Revise Date 04 April 2026
  • Accept Date 25 May 2026