Ljubljana to Tokyo: Understanding Drivers of Young-Adult Consumer Innovativeness and the Role of Regionalism in Eastern Europe and East Asia

Zhonghui Ding; Davor Vuchkovski; Vesna Zabkar; Morikazu Hirose; Matevž Rašković

doi:10.5771/0949-6181-2018-3-502

Inhalt
- Kapitel Ausklappen | EinklappenAutorenSeiten
- I–III Titelei/Inhaltsverzeichnis I–III
- 349–350 Editorial 349–350
- 351–522 Articles 351–522
  - 351–376 Factors underlying cultural and psychic distance in cross-national activities of export managers: Qualitative insights from a CEE country Mateja Bodlaj, Irena Vida Mateja Bodlaj, Irena Vida 351–376
  - 377–403 When does formalization contribute to entrepreneurial orientation? The moderating role of industry life cycle Aleksandra Wasowska, Krzysztof Obloj, Mariola Ciszewska-Mlinaric Aleksandra Wasowska, Krzysztof Obloj, Mariola Ciszewska-Mlinaric 377–403
  - 404–425 The mediating role of temperament and character on the relationship between mindfulness and entrepreneurial personality Serdar Yener, Aykut Arslan, Özgür Demirtaş Serdar Yener, Aykut Arslan, Özgür Demirtaş 404–425
  - 426–446 Impact of greening on the upgrading of manufacturing subsidiaries’ technological capabilities – A Hungarian perspective Andrea Szalavetz Andrea Szalavetz 426–446
  - 447–473 Brand management practices in emerging country firms – exploring the patterns of variation and its impact on firm performance Ekrem Tatoglu, Sunil Sahadev, Mehmet Demirbag Ekrem Tatoglu, Sunil Sahadev, Mehmet Demirbag 447–473
  - 474–501 Leader traits, transformational leadership and leader effectiveness: A mediation study from the Czech Republic Jakub Prochazka, Martin Vaculik, Petr Smutny, Stanislav Jezek Jakub Prochazka, Martin Vaculik, Petr Smutny, Stanislav Jezek 474–501
  - 502–522 Ljubljana to Tokyo: Understanding Drivers of Young-Adult Consumer Innovativeness and the Role of Regionalism in Eastern Europe and East Asia Zhonghui Ding, Davor Vuchkovski, Vesna Zabkar, Morikazu Hirose, Matevž Rašković Zhonghui Ding, Davor Vuchkovski, Vesna Zabkar, Morikazu Hirose, Matevž Rašković 502–522
- 523–526 Book Review 523–526
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JEEMS Journal of East European Management Studies , Seite 502 - 522

Ljubljana to Tokyo: Understanding Drivers of Young-Adult Consumer Innovativeness and the Role of Regionalism in Eastern Europe and East Asia

Autoren

Zhonghui Ding Davor Vuchkovski Vesna Zabkar Morikazu Hirose Matevž Rašković

DOI
- doi.org/10.5771/0949-6181-2018-3-502
- ISSN print: 0949-6181
- ISSN online: 0949-6181
- Nomos, Baden-Baden Nomos, Baden-Baden
Abstract

Globalization has caused consumer behavior to transcend country borders, leading to often larger within-market consumer differences than between-market consumer differences. Yet, this is not at all the case among young-adult consumers (in their 20s) believed to be at the forefront of globalization and acculturation. Comparing drivers of consumer innovativeness in matched samples across four countries in Eastern Europe (Slovenia, Croatia) and East Asia (China, Japan), we find that consumer innovativeness is determined by quality consciousness, information utilization and price consciousness. Consumer ethnocentrism does not play a role. While country-level difference do not matter, regional differences do in driving consumer innovativeness of young-adult consumers. Further, gender does not have an impact on consumer innovativeness among young-adult consumers in our sample. However, some gender-based consumer decision-making differences do appear between the two regions providing evidence of gender-based consumer decision-making archetypes at the regional level. Our results hold important implications for international marketers and business people. We propose a specific two-step process for developing semi-global business strategies and discuss the role consumer innovation-based segmentation plays in their development.
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