Author, as appears in the article.: Murata K; Arias-Oliva M; Pelegrín-Borondo J

Department: Gestió d'Empreses

URV's Author/s: Arias Oliva, Mario

Keywords: User acceptance Unified theory Technological acceptance Perceived risk Multidimensional ethics Judgments Innovativeness Innovation Information-technology Individuals Ethics Cyborg Consumer acceptance Banking adoption

Abstract: © 2019 AEDEM 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.

Thematic Areas: Strategy and management Marketing Management Economics and econometrics Economics Economia Ciencias sociales Business and international management Business

licence for use: https://creativecommons.org/licenses/by/3.0/es/

ISSN: 24448834

Author's mail: mario.arias@urv.cat

Author identifier: 0000-0002-6874-4036

Record's date: 2023-02-22

Papper version: info:eu-repo/semantics/publishedVersion

Link to the original source: https://www.sciencedirect.com/science/article/pii/S2444883419301500

Licence document URL: http://repositori.urv.cat/ca/proteccio-de-dades/

Papper original source: European Research On Management And Business Economics. 25 (3): 129-137

APA: Murata K; Arias-Oliva M; Pelegrín-Borondo J (2019). Cross-cultural study about cyborg market acceptance: Japan versus Spain. European Research On Management And Business Economics, 25(3), 129-137. DOI: 10.1016/j.iedeen.2019.07.003

Article's DOI: 10.1016/j.iedeen.2019.07.003

Entity: Universitat Rovira i Virgili

Journal publication year: 2019

Publication Type: Journal Publications