Cross-cultural study about cyborg market acceptanceJapan versus Spain

  1. Kiyoshi Murata 1
  2. Mario Arias-Oliva 2
  3. Jorge Pelegrín-Borondo 3
  1. 1 Meiji University
    info

    Meiji University

    Tokio, Japón

    ROR https://ror.org/02rqvrp93

  2. 2 Universitat Rovira i Virgili
    info

    Universitat Rovira i Virgili

    Tarragona, España

    ROR https://ror.org/00g5sqv46

  3. 3 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

Revista:
European Research on Management and Business Economics

ISSN: 2444-8834

Año de publicación: 2019

Volumen: 25

Número: 3

Páginas: 129-137

Tipo: Artículo

DOI: 10.1016/J.IEDEEN.2019.07.003 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: European Research on Management and Business Economics

Resumen

Cyborg technologies have left science fiction to become an emerging market. Cyborgs are defined as people who integrate technical elements in their bodies to improve their capacities over innate ones. Taking into consideration the human revolution that this technology can provoke, a cultural approach should be considered in any cyborg market strategy. Our research analyses how ethical awareness, innovativeness perceptions and perceived risk influence the decision to become a cyborg, analysing whether cultures as different as those of Japan and Spain show different results. We focus our study on young higher-education students, collecting a sample of 300 surveys in Japan and 286 in Spain. The findings are surprising. Ethics is the most influential variable on the intention to use this technology. The different cultural aspects concerned with body modification in Japan and Spain constitute a key concern when implanting cyborg technology. Nevertheless, we did not find statistically significant differences in the acceptance of cyborg technology between these two countries

Información de financiación

This research was funded by the research projects awarded by the University of La Rioja (2018 call), subsidized by Banco Santander (reference: REGI2018/22) and the COBEMADE research group at the University of La Rioja.

Financiadores

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