## 3 Theoretical Model and Research Hypotheses  
Drawing on organizational buying behavior theory and TCE, we propose a theoretical model (shown in Figure 1) to illustrate the differences in perception of technological attributes between carriers (organizational buyers) and owner-operators (individual buyers) in the Chinese trucking industry. From the TCE perspective, we argue that carriers and owner-operators differ in \"opportunism\" and \"bounded rationality\" [28; 53; 55; 56]. Relative to owner-operators, carriers have higher incentives for pursuing opportunism (i.e., the decision is based on carriers' self-interests and not the drivers'). Because it is costly for carriers to acquire and evaluate information regarding the value of the emerging technologies for drivers due to \"imperfect information\" [53; 58], carriers have more limitations on bounded rationality than the owner-operators have [27]. Furthermore, carriers have higher level of \"risk neutrality\" than that of owner-operators. Therefore, we proposed two research hypotheses regarding differences in technology preferences between carriers and owner-operators. The highly competitive nature of the trucking industry often demands nearly around-the-clock operation of vehicles and equipment [1; 61]. Because of the long and often boring working time [13; 14; 15], comfort has become an important factor that truck drivers consider [62]. While all carriers must provide a basic level of equipment to their employee drivers, those who choose to exceed this level are likely to be viewed as being more supportive than those who do not. Offering drivers a comfortable working environment is a discretionary decision on the part of management [62]. Because voluntary actions are viewed as particularly strong signals of an organization's support, it is not surprising that, all else being equal, good equipment has been found to be associated with lower driver turnover rates [63]. Most routine purchasing occasions likely reflect a typical pattern of purchasing managers acting with delegated discretion, virtually as individuals, within organizationally prescribed limits and cultures. At the same time, organizational buying is a rational and logical activity of professionals, ignoring the habitual, intuitive, and experiential behavior of purchasing managers and subordinates as uniquely idiosyncratic individuals [20]. Figure 1: Theoretical model. From TCE perspective, there are several reasons (e.g., bounded rationality, imperfect information, and uncertainty) for the difficulties associated with calculating the real costs and value of comfort for carriers. When a carrier rents out its trucks to drivers, the costs are calculated according to each haul with a quota. However, it is difficult to accurately assess the value and charge a price for the comfort technologies (e.g., bounded rationality, imperfect information, and uncertainty). Similarly, it is difficult for carriers to determine whether the trucks are comfortable to the individual driver because of imperfect information for the driver's uncertainty. This argument is consistent with the analysis of price determination mechanisms in the TCE literature [26; 64] and analysis of managerial compensations [65]. In contrast, the imperfect information presents a lesser problem for owner-operators (individual buyers) because they have voluntarily chosen their lifestyle and work environment [27; 29]. Even though they are not more economically successful than other truck drivers, owner-operators may have chosen their jobs for other personal reasons. Owner-operators, naturally, are more concerned about their personal needs in their purchasing decisions. Comfortable driving and rest environments, effective noise prevention systems, and the decor of truck interiors are important factors affecting truck-purchasing decisions. Recent research finds that with increasing popularity of the concept of automated driving in the trucking industry, owner-operators are becoming more interested in sustainable technologies related to comfort [1; 62].