Emergent-Nature Consumers as the Source of Innovation for Rapid Change:
The aim of this study is to show the value of emergent-nature consumers (ENCs) as a source of next-generation innovation during periods of rapid change such as the COVID-19 outbreak. We collected application startup logs from smartphones and conducted a survey during the COVID-19 pandemic crisis. We...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2021-03-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/40/4/40_2021.018/_html/-char/en |
| Summary: | The aim of this study is to show the value of emergent-nature consumers (ENCs) as a source of next-generation innovation during periods of rapid change such as the COVID-19 outbreak. We collected application startup logs from smartphones and conducted a survey during the COVID-19 pandemic crisis. We found that ENCs were more adaptable to environmental change due to the COVID-19 outbreak than lead-users (LUs). In addition, ENCs increased or decreased their usage of social media less than LUs and general-users (GUs), and used these media broadly during the COVID-19 crisis. These results suggest that ENCs use their social media more broadly and frequently than other consumers. |
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| ISSN: | 0389-7265 2188-1669 |