| Project/Area Number |
16H07242
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| Research Category |
Grant-in-Aid for Research Activity Start-up
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Ritsumeikan University (2017)
Toyo University (2016) |
|---|
Principal Investigator |
Kikumori Mai 立命館大学, 経営学部, 准教授 (20778948)
|
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| Project Period (FY) |
2016-08-26 – 2018-03-31
|
| Project Status |
Completed (Fiscal Year 2017)
|
| Budget Amount *help |
¥2,990,000 (Direct Cost: ¥2,300,000、Indirect Cost: ¥690,000)
Fiscal Year 2017: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2016: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
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| Keywords | インターネット上のクチコミ（eクチコミ） / 消費者行動 / マーケティング / eクチコミ / 消費者 / 製品評価 / 正負の符号 / 強度 |
|---|
| Outline of Final Research Achievements |
Electronic word-of-mouth (e-WOM) has become one of the most useful and important information source for consumers, and then, e-WOM has strong impacts on consumer purchase decision with the growth of the Internet and information technology. This study examines what impacts e-WOM has on consumer behavior, focusing on the content of e-WOM messages, especially the ratio and the strengths of positive and negative messages. Also, this study attempts to identify the situation where the effects of e-WOM are encouraged and inhibited.
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