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An Empirical Study of New Consumer Decision-Making Process in the Internet Age

Research Project

Project/Area Number 18H00906
Research Category

Grant-in-Aid for Scientific Research (B)

Allocation TypeSingle-year Grants
Section一般
Review Section Basic Section 07090:Commerce-related
Research InstitutionKeio University

Principal Investigator

Shimizu Akira  慶應義塾大学, 商学部(三田), 教授 (40235643)

Co-Investigator(Kenkyū-buntansha) 赤松 直樹  明治学院大学, 経済学部, 准教授 (40758801)
齊藤 嘉一  明治学院大学, 経済学部, 教授 (50328671)
寺本 高  横浜国立大学, 大学院国際社会科学研究院, 教授 (60609915)
Project Period (FY) 2018-04-01 – 2021-03-31
Project Status Completed (Fiscal Year 2020)
Budget Amount *help
¥17,030,000 (Direct Cost: ¥13,100,000、Indirect Cost: ¥3,930,000)
Fiscal Year 2020: ¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000)
Fiscal Year 2019: ¥7,670,000 (Direct Cost: ¥5,900,000、Indirect Cost: ¥1,770,000)
Fiscal Year 2018: ¥5,070,000 (Direct Cost: ¥3,900,000、Indirect Cost: ¥1,170,000)
Keywordsインターネット / 意思決定プロセス / SNS / 効果測定 / 情報循環 / 新しい意思決定プロセス / 日本からのマーケティング / 循環型マーケティング / ネットの国際比較 / 日本発のマーケティング / アイカメラ / 実験 / クチコミ / 店頭 / ヘドニック / ユーティリタリアン / サンプリング / ソーシャルメディア / 新製品 / 情報感度
Outline of Final Research Achievements

We conducted an experimental study on several products to see how much influence the topics on SNS would have on potential customers. As a result, we found that, first of all, it is important for a product to have a high performance as a product and to have some kind of gimmick that can be transmitted on SNS. It was also revealed that people who are influenced by the contents of the messages are not only interested in the products, but also have a feeling that the sender has a close relationship with them. In addition, it was found that not many people were influenced to purchase the product by the information sent out, and that it was important to combine the information with other promotions

Academic Significance and Societal Importance of the Research Achievements

消費者の包括的な意思決定プロセスの研究は、1960年代から1990年代にかけて盛んに議論されてきたが、それ以降は特に触れられないで今日に至っている。その間、消費者を取り巻く環境は、特にインターネットの登場で大きく変わり、今まで企業発信の情報で意思決定していた消費者が、SNSなどの消費者発信の情報を用いて意思決定するようになると同時に、ただ購入して終わるのではなく、そのようなSNSを不特定多数に発信できるようになってきている。本研究ではその社会の大きな変化が消費者の意思決定プロセスに与える影響を、実証的に確かめ、世界に発信していくことが、学術的、社会的な意義である。

Report

(4 results)
  • 2020 Annual Research Report   Final Research Report ( PDF )
  • 2019 Annual Research Report
  • 2018 Annual Research Report
  • Research Products

    (9 results)

All 2021 2020 2019 Other

All Int'l Joint Research (2 results) Journal Article (3 results) (of which Peer Reviewed: 3 results,  Open Access: 2 results) Presentation (3 results) (of which Int'l Joint Research: 3 results) Book (1 results)

  • [Int'l Joint Research] University of Pittsburgh/New York University(米国)

    • Related Report
      2020 Annual Research Report
  • [Int'l Joint Research] Pittsburgh University(米国)

    • Related Report
      2019 Annual Research Report
  • [Journal Article] 動線調査研究の新しい視点2020

    • Author(s)
      清水聰
    • Journal Title

      マーケティング・ジャーナル

      Volume: 40 Issue: 2 Pages: 7-17

    • DOI

      10.7222/marketing.2020.044

    • NAID

      130007911396

    • Related Report
      2020 Annual Research Report
    • Peer Reviewed
  • [Journal Article] コスパの良い”は消費者の口コミと購買を促すのか? ― 小売店舗の価格イメージが口コミ行動と購買行動に与える影響 ―2020

    • Author(s)
      寺本 高, 三坂 昇司
    • Journal Title

      マーケティングジャーナル

      Volume: 40 Issue: 2 Pages: 18-28

    • DOI

      10.7222/marketing.2020.045

    • NAID

      130007911395

    • Related Report
      2020 Annual Research Report
    • Peer Reviewed / Open Access
  • [Journal Article] The Effects of Goal Conflict in Consumer Sequential Choices2020

    • Author(s)
      Akamatsu Naoki、Fukuda Reo
    • Journal Title

      Japan Marketing Journal

      Volume: 40 Issue: 2 Pages: 53-64

    • DOI

      10.7222/marketing.2020.048

    • NAID

      130007911350

    • Related Report
      2020 Annual Research Report
    • Peer Reviewed / Open Access
  • [Presentation] How Post Attributes Affect Cognitive and Affective Feedback Responses?2019

    • Author(s)
      Kaichi Saito
    • Organizer
      INFORMS 41st Annual INFORMS Marketing Science Conference
    • Related Report
      2019 Annual Research Report
    • Int'l Joint Research
  • [Presentation] Effect of Consumers’ Behavior in Posts and Feedbacks on the Purchase of CPG Products: Influence of User-generated Content2019

    • Author(s)
      Takashi Teramoto
    • Organizer
      INFORMS 41st Annual INFORMS Marketing Science Conference
    • Related Report
      2019 Annual Research Report
    • Int'l Joint Research
  • [Presentation] Consumer Shopping Path and Buying Behavior at Grocery Store2019

    • Author(s)
      Akira Shimizu
    • Organizer
      INFORMS 41st Annual INFORMS Marketing Science Conference
    • Related Report
      2019 Annual Research Report
    • Int'l Joint Research
  • [Book] New Consumer Behavior Theories from Japan2021

    • Author(s)
      Akira Shimizu
    • Total Pages
      212
    • Publisher
      Springer
    • ISBN
      9789811611261
    • Related Report
      2020 Annual Research Report

URL: 

Published: 2018-04-23   Modified: 2022-01-27  

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