Updated on 2024/12/26

Information

 

写真a

 
HIROGAKI MITSUNORI
 
Organization
Faculty of Economics Department of Business and Technology Management Associate Professor
Graduate School of Economics Department of Business and Technology Management（Concurrent）
Title
Associate Professor
Contact information
メールアドレス
Profile
Dr. Hirogaki is currently an Associate Professor of Marketing Strategy at Kyushu University, Graduate School of Economics, Department of Business and Technology Management (QBS Business School), where he teaches Marketing Strategy and International Marketing. Dr. Hirogaki’s current research focuses on Cross-Cultural Consumer Behavior in international marketing and marketing strategies in mature, developed societies. He is a member of Japanese Economic Association, Japan Society of Marketing and Distribution, and Japan Association for Consumer Studies.
External link

Degree

  • Ph.D in Commerce (Kobe University)

Research Interests・Research Keywords

  • Research theme：Cross-Cultural Consumer Behavior in international marketing and marketing strategies in mature, developed societies

    Keyword：Marketing Research, Cross-Cultural Consumer Behavior

    Research period： 2021.4 - 2023.3

Awards

  • Contribution Awards

    2024.4   University of Vitez  

  • Outstanding Contribution Awards (3rd award)

    2024.3   International Economics Development and Research Center  

  • Best Paper Award

    2015.2   ATISR Academy of Taiwan Information Systems Research  

Papers

  • The impact of legitimacy types on customer loyalty and the moderating role of the perceived COVID-19 threat: cross-country comparison between Japan and Croatia Reviewed International journal

    Journal of Marketing Management   1 - 23   2024.4

    　More details

    Language：English   Publishing type：Research paper (scientific journal)  

    DOI： https://doi.org/10.1080/0267257X.2024.2338207

  • Consumer response to store-related stimuli in a crisis: evidence from Japan and Croatia Reviewed International journal

    International journal of retail & distribution management   52 ( 2 )   201 - 219   2024.3

    　More details

    Language：English   Publishing type：Research paper (scientific journal)  

    DOI： doi/10.1108/IJRDM-12-2022-0520

  • Social Commerce promotes Sharing Economy: A Case study of Mercari Japan. Reviewed International journal

    International Journal of Technology Transfer and Commercialisation   2023.3

    　More details

    Language：English   Publishing type：Research paper (scientific journal)  

    DOI： DOI: 10.1504/IJTTC.2022.10047940

  • Innovations in the Service Industry During the COVID-19 Pandemic: The Case of Japan Reviewed International journal

    Mitsunori Hirogaki

    Handbook of Research on Digital Innovation and Networking in Post-COVID-19 Organizations   344 - 353   2022.12

    　More details

    Language：English   Publishing type：Research paper (scientific journal)  

    DOI： 10.4018/978-1-6684-6762-6.ch018

    Other Link： https://www.igi-global.com/chapter/innovations-in-the-service-industry-during-the-covid-19-pandemic/307550

  • Willingness to Pay for Functional Foods in Europe and Asia: An Empirical Study in the UK and Japan Reviewed International journal

    Micro & Macro Marketing   30 ( 3 )   593 - 614   2021.6

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    Language：English   Publishing type：Research paper (scientific journal)  

    DOI： DOI: 10.1431/102506

  • Frequency of retail services, membership fees and real store shopping experience: analysing consumer preferences Reviewed International journal

    International Journal of Business and Globalisation   23 ( 3 )   367 - 382   2019.11

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    Language：English   Publishing type：Research paper (scientific journal)  

    DOI： https://doi.org/10.1504/IJBG.2019.102911

  • Key factors in successful online grocery retailing: Empirical evidence from Tokyo, Japan Reviewed International journal

    International Journal of Entrepreneurship and Small Business   26 ( 2 )   139 - 153   2015.12

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    Language：English   Publishing type：Research paper (scientific journal)  

  • The impact of legitimacy types on customer loyalty and the moderating role of the perceived COVID-19 threat: cross-country comparison between Japan and Croatia

    Anic, ID; Milakovic, IK; Hirogaki, M

    JOURNAL OF MARKETING MANAGEMENT   40 ( 9-10 )   772 - 794   2024.6   （ ISSN:0267-257X eISSN:1472-1376 ）

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    Publisher：Journal of Marketing Management  

    By applying institutional theory in retail and COVID-19 settings, this paper investigates the impact of legitimacy dimensions on customer loyalty, considering the moderating effect of the perceived COVID-19 threat. The data collected by a consumer survey in Japan and Croatia were analysed using Structural Equation Modelling. The results from both samples reveal that moral and cognitive legitimacy are critical loyalty drivers. The perceived COVID-19 threat moderated the relationship between cognitive legitimacy and loyalty. The study also reveals some differences between the countries. The impact of pragmatic legitimacy is significant only in Croatia, while perceived threat negatively moderates the relationship between moral legitimacy and loyalty only in Japan. The study provides recommendations for managers on how to gain loyalty through actions supporting legitimacy.

    DOI： 10.1080/0267257X.2024.2338207

    Web of Science

    Scopus

  • Consumer response to store-related stimuli in a crisis: evidence from Japan and Croatia

    Anic, ID; Milakovic, IK; Hirogaki, M

    INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT   52 ( 2 )   201 - 219   2024.3   （ ISSN:0959-0552 eISSN:1758-6690 ）

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    Publisher：International Journal of Retail and Distribution Management  

    Purpose: Based on the stimulus-organism-response (S-O-R) model, this study examines how safety measures, related assistance and tangible benefits affect consumers' emotional and cognitive states, leading to behavioural responses in an uncertain store environment. Design/methodology/approach: The proposed model was tested with the survey data collected from grocery shoppers in Japan and Croatia (n = 314 in each country) and analysed using structural equation modelling. Findings: Safety measures and related assistance decreased perceived threat in Croatia, enhanced arousal in both countries and caused fear in Japan. Tangible benefits reduced fear in Japan and increased arousal in Croatia. In a crisis, perceived threats push unplanned buying and motivate consumers to protect themselves. Arousal drives unplanned buying but diverts consumers from health-focussed behaviour. Loyalty can be gained if fear is controlled. Practical implications: To retain consumers, retailers should secure a safe shopping environment that reduces fear and provides enough benefits to outweigh the threat. Originality/value: Using the S-O-R framework, this study enriches the literature on consumer behaviour in a pandemic by contributing new insights into (1) the impact of safety measures and tangible benefits as stimuli, (2) the organismic response through affective and cognitive states, (3) health-focussed behaviour as a novel outcome and (4) comparing the effects in the two countries.

    DOI： 10.1108/IJRDM-12-2022-0520

    Web of Science

    Scopus

  • 新型コロナウイルス時代における「リモート海外フィールド実習」の開発 Reviewed

    榊原正幸、寺谷亮司、島上宗子、笠松浩樹、李賢映、広垣光紀

    愛媛大学社会共創学部紀要   5 ( 2 )   46 - 50   2021.9

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    Language：Japanese   Publishing type：Research paper (scientific journal)  

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Books

  • 成熟社会とマーケティング・イノベーション

    広垣光紀（ Role： Sole author）

    千倉書房  2016.12 

    　More details

    Language：Japanese   Book type：Scholarly book

  • The Effects of Flea Market Apps on the Apparel Industry and Consumption

    Hirogaki M.

    The Palgrave Handbook of Consumerism Issues in the Apparel Industry  2024.1    （ ISBN:9783031599521, 9783031599514 ）

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    The apparel industry is recognized as highly environmentally burdensome, particularly in production and disposal. Peer-to-peer selling platforms have been highlighted as potential solutions for reducing environmental burdens in Japan due to the rapid growth of users and market size. This platform enables virtual communication engagement while buying and selling second-hand clothes and represents an innovative business model, supporting the transition from mass production to a more sustainable circular economy. In this chapter, we quantitatively investigate why Japanese consumers are attracted to these virtual platforms and their motivations. The results show that one of the primary motivations for participation is environmental protection, not economic gain. Thus, suggesting that peer-to-peer marketplaces can be powerful tools to promote a sharing economy and enhance environmental protection in Japan.

    DOI： 10.1007/978-3-031-59952-1_20

    Scopus

  • Innovations in the Service Industry During the COVID-19 Pandemic: The Case of Japan

    Hirogaki M.

    Handbook of Research on Digital Innovation and Networking in Post-COVID-19 Organizations  2022.6    （ ISBN:9781668467633, 9781799888567 ）

    　More details

    This chapter investigates the impact of the COVID-19 pandemic on the Japanese service sector and the resulting innovations to manage and respond to the difficult situation. Specifically, this study illustrates how e-commerce is emerging as a leading channel for retailers, examines the ethical awareness of both businesses and consumers, and studies the new business models resulting from this trend. Based on several case studies, this study examines the service sector's response to a series of disasters, the cultural background of consumers, and age-long corporate cultures. Additionally, the future direction of innovation in Japan's service sector is discussed and forecasted.

    DOI： 10.4018/978-1-6684-6762-6.ch018

    Scopus

Professional Memberships

  • European Retail Academy

  • Japan Society of Marketing and Distribution

  • Japan Association for Consumer Studies

  • Japanese Economic Association

  • Kyushu Association of Economic Science

Academic Activities

  • Session Chair, Invited Speaker International contribution

    The 2023 14th International Conference on E-business, Management and Economics  （ Beijing Grand Gongda Jianguo Hotel, Beijing China ） 2023.7

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    Type：Competition, symposium, etc. 

    Number of participants：55

  • Welcome Remarks,Keynote Chair, Invited Speaker, Session Chair International contribution

    2022 International Conference on E-Education, E-Business, E-Management and E-Learning  （ Shenzhen, China (Online Conference) China ） 2023.2

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    Type：Competition, symposium, etc. 

    Number of participants：50

  • Session Chair, Invited Speaker International contribution

    13th International Conference on E-business, Management and Economics  （ Beijing University of Technology, Beijing, China China ） 2022.7

    　More details

    Type：Competition, symposium, etc. 

    Number of participants：50

Research Projects

  • 持続可能な小売システム構築に関する実証的研究：買い物弱者と地域性の視点から

    Grant number：20K01989  2019 - 2022

    日本学術振興会  科学研究費助成事業  基盤研究(C)

    広垣 光紀

    　 More details

    Authorship：Principal investigator  Grant type：Scientific research funding

    少子高齢化および首都圏をはじめとする大都市圏への人口流入等により、日本の小売環境は大きな変化を迎えている。本研究では、地域の持続可能性を支援するための小売システムの構築およびそれらに対するニーズに関して、理論的・実証的に分析を行う。

    CiNii Research

Class subject

  • 国際マーケティング

    2023.10 - 2024.3   Second semester

  • プロジェクト演習

    2023.4 - 2024.3   Full year

  • マーケティング戦略

    2023.4 - 2023.9   First semester

  • 国際マーケティング

    2022.10 - 2023.3   Second semester

  • プロジェクト演習

    2022.4 - 2023.3   Full year

  • マーケティング戦略

    2022.4 - 2022.9   First semester

  • 国際マーケティング

    2022.4 - 2022.9   First semester

  • 国際マーケティング

    2021.10 - 2022.3   Second semester

  • マーケティング戦略

    2021.4 - 2021.9   First semester

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FD Participation

  • 2023.6   Role：Speech   Title：FD活動報告「2021年度修了生・2021年度後期授業アンケート報告」

    Organizer：Undergraduate school department

  • 2022.6   Role：Speech   Title：FD活動報告「2020年度修了生・2020年度後期授業アンケート報告」

    Organizer：Undergraduate school department

Visiting, concurrent, or part-time lecturers at other universities, institutions, etc.

  • 2022  愛媛大学 社会共創学部  Classification:Part-time lecturer  Domestic/International Classification:Japan 

  • 2021  愛媛大学 社会共創学部  Classification:Part-time lecturer 

Outline of Social Contribution and International Cooperation activities

  • マーケティング・プラン作成に関する技術相談（西日本シティ銀行）

Social Activities

  • 専門分野の講演(中学生向け、2024/7/12)

    福岡教育大学附属福岡中学校  2024.7

    　More details

    Audience： Infants,　Schoolchildren,　Junior students,　High school students

    Type：Seminar, workshop

  • 出張講義(2024/7/4)

    福岡県立明善高等学校  2024.7

    　More details

    Audience： Infants,　Schoolchildren,　Junior students,　High school students

    Type：Seminar, workshop

  • 出張講義(2023/7/6)

    福岡県立城南高等学校  2023.7

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    Audience： Infants,　Schoolchildren,　Junior students,　High school students

    Type：Seminar, workshop

  • 出張講義(国際マーケティング, 2022/11/12)

    大分県立大分雄城台高等学校  2022.11

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    Audience： Infants,　Schoolchildren,　Junior students,　High school students

    Type：Seminar, workshop

  • 専門分野に関する講演・講義(2021/11/12)

    熊本県立済々黌高等学校  2022.11

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    Audience： Infants,　Schoolchildren,　Junior students,　High school students

    Type：Seminar, workshop

  • 地域革新のMBA@九州大学 2022

    日本経済新聞社  九州大学  2022.4

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    Audience： General,　Scientific,　Company,　Civic organization,　Governmental agency

    Type：Lecture

  • 高大連携教育プログラム 遠隔教育によるマーケティング・リサーチとプレゼンテーション指導

    愛媛大学附属高等学校  2020.4

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    Audience： Infants,　Schoolchildren,　Junior students,　High school students

    Type：Other

  • 高大連携教育プログラム テキストマイニングを利用した大規模・定量マーケティングデータ分析と地域振興プラン作成支援

    愛媛大学附属高等学校  2019.4

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    Audience： Infants,　Schoolchildren,　Junior students,　High school students

    Type：Other

  • 高大連携教育プログラム(データ分析、マーケティング)

    愛媛大学附属高等学校  2018.4

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    Audience： Infants,　Schoolchildren,　Junior students,　High school students

    Type：Other

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Media Coverage

  • モーニングビジネススクール TV or radio program

    FM福岡  2022.4

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    モーニングビジネススクール

  • モーニングビジネススクール TV or radio program

    FM福岡  2021.4

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    モーニングビジネススクール

  • イブニングビジネススクール

    FM福岡  2021.4

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    イブニングビジネススクール