We welcome Associate Professor Dr. Fumikazu Morimura at our institute!

Dr. Fumikazu Morimura is associate professor of marketing at Kobe University. His research field is service marketing, consumer behavior, technology management, and retail marketing. His current research focuses on “consumer’s goal and its impact on their continuous use of innovation.” Continuous use is necessary for recent innovation for example Home Energy Management Systems (HEMS) and Health-Care IoT Systems because these systems can create value based only on consumers’ usage data. This research investigates how different types of goals influence the relationship between consumers’ ability to adopt innovation and continuous use of innovation.

Current research
Innovation, technology acceptance, consumer goal
Retail innovation, learning, information technology