Cross-cultural empirical research on the influence of advanced technology in marketing and consumer behaviors

• Project/Area Number: 25K00676
• Research Category: Grant-in-Aid for Scientific Research (B)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 07090:Commerce-related
• Research Institution: Hitotsubashi University
• Principal Investigator: 鈴木 智子 一橋大学, 大学院経営管理研究科, 教授 (20621759)
• Co-Investigator(Kenkyū-buntansha): 福田 怜生 亜細亜大学, 経営学部, 准教授 (80806422) ; 玄 幼栄 一橋大学, 大学院経営管理研究科, 講師 (90906918)
• Project Period (FY): 2025-04-01 – 2030-03-31
• Project Status: Granted (Fiscal Year 2025)
• Budget Amount: ¥18,850,000 (Direct Cost: ¥14,500,000、Indirect Cost: ¥4,350,000); Fiscal Year 2029: ¥3,510,000 (Direct Cost: ¥2,700,000、Indirect Cost: ¥810,000); Fiscal Year 2028: ¥4,030,000 (Direct Cost: ¥3,100,000、Indirect Cost: ¥930,000); Fiscal Year 2027: ¥4,030,000 (Direct Cost: ¥3,100,000、Indirect Cost: ¥930,000); Fiscal Year 2026: ¥3,120,000 (Direct Cost: ¥2,400,000、Indirect Cost: ¥720,000); Fiscal Year 2025: ¥4,160,000 (Direct Cost: ¥3,200,000、Indirect Cost: ¥960,000)
• Keywords: digital / artificial intelligence / virtual reality / service robots / metaverse

Outline of Research at the Start

The purpose of this research project is to clarify how advanced technology will change marketing strategies and consumer behaviors in future. In addition, by understanding the consumer adoption of advanced technology, this research projects aims to provide insights on how firms can navigate the diffusion of advanced technology and make it successful. This research topic, the influence of advanced technology on marketing and consumer behaviors, is still new and requires further investigation.