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Published in:
2021 | OriginalPaper | Chapter
6. Emergence of Communication-Oriented Consumers
Author : Akira Shimizu
Published in: New Consumer Behavior Theories from Japan
Publisher: Springer Singapore
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Abstract
The digital divide among Japanese consumers is growing as shown in Chap. 1. Chap. 2 logically and empirically confirmed that the most up-to-date consumers spread the word about their experiences with a product or service. Chapter 3 demonstrated that they are especially likely to spread the word when they recognized and took interest in a product or service, collected information, and then became satisfied with what they purchased.