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• Impact of consumer innovativeness on shopping styles: a case study of university students from Pakistan

  79-86

  Muhammad Fahid Muqaddas

  Zoltán Szakály

  Views:

  574

  This study examines the effects of various types of consumers’ innovativeness on the consumer shopping styles. The results highlight that social, hedonic and cognitive innovativeness have an impact on consumer shopping styles, but functional innovativeness doesn’t influence consumer shopping styles. The study is based on sample of university students from Rawalpindi and Islamabad and its outcomes pave grounds for marketers to develop a better understanding for marketing new products and services. New product and services can be designed to magnetize innovative consumers. Integrated marketing communications should be planned according to the shopping styles of innovative consumers. Youngsters being a sizeable market segment in Pakistan, therefore, this study will guide the marketers to understand this segment better. This study discovers the association between different kinds of innovative consumer and consumer shopping styles.

• DECODING THE BLOCKCHAIN PRODUCTIVITY PARADOX IN SMES: A QUALITATIVE INVESTIGATION OF COGNITIVE BARRIERS AND INSTITUTIONAL PRESSURES

  Péter Nagy

  Views:

  88

  While blockchain technology (BCT) has emerged as a disruptive force capable of redefining trust and transparency in global supply chains, its adoption among Small and Medium-sized Enterprises (SMEs) remains critically low, resulting in a severe digital productivity paradox. Existing literature predominantly attributes this technological lag to financial constraints and complex technical requirements. This study challenges the traditional cost-centric paradigm by exploring the underlying cognitive, organizational, and institutional factors driving SME decision-making. Utilizing a qualitative, exploratory research design, 22 semi-structured in-depth interviews were conducted with strategic decision-makers across five SME sectors in Hungary. The theoretical framework synthesized the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT), and Institutional Theory. An innovative "negative proof" thought experiment—assuming 100% external funding—was applied to rigorously isolate cognitive barriers from financial constraints. The findings reveal that the primary barrier to adoption is a fundamental cognitive gap: the lack of technological awareness, profound fears regarding transparency (e.g., GDPR conflicts, trade secrets), and exceptionally low perceived business usefulness. Furthermore, SME innovation strategies regarding decentralized networks are structurally reactive. Adoption intentions are almost exclusively driven by coercive institutional isomorphism—specifically, the mandates of dominant multinational partners and regulatory compliance—rather than internal innovativeness. These insights emphasize that BCT must be treated as a socio-technical system, necessitating proactive mentoring from large corporate integrators and targeted regulatory frameworks to bridge the technological divide.