Az információterjedés szerepe az innováció-elfogadásban. Az okostelefonok és az on-line kollektív intelligencia (Role of informationspread in the innovation acceptance: the smart phones and the online collective intelligence)

A tanulmány célja az innováció-terjedés marketingvonzatú irodalmának bemutatása, valamint betekintés az exploratív tartalomelemzés módszerével az informális, kollektív intelligenciát generáló on-line felületek, nevesül a blogok és fórumok kutathatóságába. Az okostelefonok innováció-elfogadásának példáján keresztül a szerzők megpróbálják felderíteni az információterjedés elméletének megvalósulását az elemzett felületeken. Bemutatnak három, a mintára jellemző információterjedési és felvett szerep mintát, melyek alapul szolgálhatnak a további célirányú kutatások számára. / === / Adaptive smart phones that give space for user-added functions create active online discussions. Committed users are ready to share information, advise others, while less expert users seek this information. In their paper the authors show that related user-generated content i.e. blogs and bulletin boards provide a rich data source for analysis, which gives them the opportunity to further elaborate on the diffusion of information in the case of smart phone usage among online Hungarian users. Online collective intelligence may well contribute to the diffusion of innovations through diffusing information. Following a thorough review on the literature on the diffusion of innovations, in their exploratory content analysis, they found two categories of users on the analyzed boards: a first group we dubbed "experts" (corresponding to innovators in Bass's typology) that made a special effort trying to solve particular problems thus contributing to collective intelligence, thus reducing (among others) the perceived complexity of these phones and adding to their trialability, both factors influencing users' innovation acceptance, and a second group, "simple users" (or imitators in Bass's typology), uninterested in product innovation, still asking questions and searching for solutions concerning extant technology. Manufacturers do not seem yet to regard these boards as a source of valuable data, even though these clearly serve as an important pool of information and a growing factor of decision for their potential customers.

Fogyasztói magatartás a hazai utazási szolgáltatások piacán - a hibrid vásárlói magatartás vizsgálata (Consumer behaviour on market of the Hungarian travel services – Examination of hybrid consumption)

A szerzők kutatási projektjükben a hazai lakosság utazással kapcsolatos fogyasztási, vásárlási magatartását vizsgálták, különös tekintettel a hibrid fogyasztói viselkedés alakulására. A kutatás a rendszeresen utazó vagy az utazás iránt érdeklődő csoportra terjedt ki. Az első, kvalitatív fázisban a nyaralás értelmezését, a keresés és döntés kritériumait tárták fel, majd következő lépésben statisztikai elemzésekkel vizsgálták a fogyasztói magatartás jellemzőit. Indexszámítás alapján besorolták a válaszadókat a hibrid fogyasztás kategóriáiba. Besorolásuk szerint a megtakarításorientált olcsón vásárlók és a komfortorientált márkavásárlók jelentik a legnagyobb csoportokat, az előbbi 31,9%-ot, az utóbbi 29,6%-ot képviselve a mintában. A megtakarítás-orientált márkavásárlók 21%-ot, a komfortorientált olcsón vásárlók 17,5%-ot tesznek ki. Elemzésük igazolta, hogy a hibrid vásárlói magatartás elméleti megközelítése jól használható a hazai utazási piac elemzésekor. ________ Recent study examines travelling behaviour in Hungary with special emphasis on hybrid consumption. Using qualitative and quantitative analysis the study explore the decision making process related to hybrid consumption in travel services. Based on indexes the authors classified respondents into categories of hybrid consumption. According to their classification the main groups are savings-oriented budget shoppersand comfort-oriented brand shoppers, representing 31,9% and 29,6% share in the total sample, accordingly. Based on their analysis the approach of hybrid consumption proved to be useful to analyse consumer behaviour in travel services.

The roots of "Western European societal evolution". A concept of Europe by Jenő Szűcs

Jenő Szűcs wrote his essay entitled Sketch on the three regions of Europe in the early 1980s in Hungary. During these years, a historically well-argued opinion emphasising a substantial difference between Central European and Eastern European societies was warmly received in various circles of the political opposition. In a wider European perspective Szűcs used the old “liberty topos” which claims that the history of Europe is no other than the fulfillment of liberty. In his Sketch, Szűcs does not only concentrate on questions concerning the Middle Ages in Western Europe. Yet it is this stream of thought which brought a new perspective to explaining European history. His picture of the Middle Ages represents well that there is a way to integrate all typical Western motifs of post-war self-definition into a single theory. Mainly, the “liberty motif”, as a sign of “Europeanism” – in the interpretation of Bibó’s concept, Anglo-saxon Marxists and Weber’s social theory –, developed from medieval concepts of state and society and from an analysis of economic and social structures. Szűcs’s historical aspect was a typical intellectual product of the 1980s: this was the time when a few Central European historians started to outline non-Marxist aspects of social theory and categories of modernisation theories, but concealing them with Marxist terminology.

The roots of "Western European societal evolution"

Jenő Szűcs wrote his essay entitled Sketch on the three regions of Europe in the early 1980s in Hungary. During these years, a historically well-argued opinion emphasising a substantial difference between Central European and Eastern European societies was warmly received in various circles of the political opposition. In a wider European perspective Szűcs used the old “liberty topos” which claims that the history of Europe is no other than the fulfillment of liberty. In his Sketch, Szűcs does not only concentrate on questions concerning the Middle Ages in Western Europe. Yet it is this stream of thought which brought a new perspective to explaining European history. His picture of the Middle Ages represents well that there is a way to integrate all typical Western motifs of post-war self-definition into a single theory. Mainly, the “liberty motif”, as a sign of “Europeanism” – in the interpretation of Bibó’s concept, Anglo-saxon Marxists and Weber’s social theory –, developed from medieval concepts of state and society and from an analysis of economic and social structures. Szűcs’s historical aspect was a typical intellectual product of the 1980s: this was the time when a few Central European historians started to outline non-Marxist aspects of social theory and categories of modernisation theories, but concealing them with Marxist terminology.

Determinants of pharmaceutical innovation diffusion: social contagion and prescribing characteristics

This article studies the determinants of pharmaceutical innovation diffusion among specialists. To this end, it investigates the influences of six categories of factors—social embeddedness, socio-demography, scientific orientation, prescribing patterns, practice characteristics, and patient panel composition—on the use of new drugs for the treatment of type 2 diabetes mellitus in Hungary. Here, in line with international trends, 11 brands were introduced between April 2008 and April 2010, outperforming all other therapeutic classes. The Cox proportional hazards model identifies three determinants—social contagion (in the social embeddedness category) and prescribing portfolio and insulin prescribing ratio (in the prescribing pattern category). First, social contagion has a positive effect among geographically close colleagues—the higher the adoption ratio, the higher the likelihood of early adoption—but no influence among former classmates and scientific collaborators. Second, the wider the prescribing portfolio, the earlier the new drug uptake. Third, the lower the insulin prescribing ratio, the earlier the new drug uptake—physicians’ therapeutic convictions and patients’ socioeconomic statuses act as underlying influencers. However, this finding does not extend to opinion-leading physicians such as scientific leaders and hospital department and outpatient center managers. This article concludes by arguing that healthcare policy strategists and pharmaceutical companies may rely exclusively on practice location and prescription data to perfect interventions and optimize budgets.