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A comprehensive study of multi-channel marketing

Research Project

Project/Area Number 18K01875
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Review Section Basic Section 07090:Commerce-related
Research InstitutionOsaka University

Principal Investigator

Wirawan Dony Dahana  大阪大学, 経済学研究科, 教授 (90432426)

Project Period (FY) 2018-04-01 – 2021-03-31
Project Status Completed (Fiscal Year 2020)
Budget Amount *help
¥2,860,000 (Direct Cost: ¥2,200,000、Indirect Cost: ¥660,000)
Fiscal Year 2020: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
Fiscal Year 2019: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
Fiscal Year 2018: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Keywordsマルチ・チャネル・マーケティング / 消費者行動 / 小売業 / プロモーション / オンライン店舗 / マルチチャンネル・マーケティング / 顧客生涯価値 / セグメンテーション / 潜在クラスモデル / ライフスタイル / 顧客関係管理 / 流通戦略 / プロモーション戦略
Outline of Final Research Achievements

This research project aimed to investigate consumer behavior changes following the adoption of a new channel and the role of marketing activities in the multichannel retailing context. One of the key findings concerns how the adoption of mutiple channels by consumers leads to changes in their purchashing patterns. In particular, we examined how purchase frequency and the amount consumers spend in each purchase occasion increase after a consumer adopts a new channel, and how these changes can be explained by several factors. The results revealed that several segments with different patterns of post-adoption behavioral changes exist. Some consumers increase their purchases after adopting a new channel, while some others do not. The results also suggest that the difference in behavioral changes can be explained by certan behavioral characteristics including the use of shopping channels, the type of products purchased, the degree of cross-buying, and past purchase volume.

Academic Significance and Societal Importance of the Research Achievements

先行研究において、複数チャネルの利用が消費者の購買行動に好ましい影響を与え、顧客生涯価値を高くすることが報告されている。本研究では、このような好ましい行動的変化がすべての消費者に当てはまる現象ではないことが示されている。一部の消費者にとって複数チャネルの利用が購買頻度または購買金額に何らかの影響を及ぼさないことが実証されている。また、これらの影響の違いが店舗利用状況や関連購買の頻度など消費者の行動的特性によって説明できることが示されている。これらの結果は、マルチ・チャネル研究に対し新たな知見を提供するとともに、実務者に対して顧客のセグメンテーションの精度を上げるための示唆を示している。

Report

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

    (16 results)

All 2021 2020 2019 Other

All Int'l Joint Research (7 results) Journal Article (7 results) (of which Int'l Joint Research: 4 results,  Peer Reviewed: 7 results,  Open Access: 1 results) Presentation (2 results)

  • [Int'l Joint Research] Macquarie University(オーストラリア)

    • Related Report
      2020 Annual Research Report
  • [Int'l Joint Research] Bandung Institute of Technology(インドネシア)

    • Related Report
      2020 Annual Research Report
  • [Int'l Joint Research] Shenzen University(中国)

    • Related Report
      2020 Annual Research Report
  • [Int'l Joint Research] Macquarie University(オーストラリア)

    • Related Report
      2019 Research-status Report
  • [Int'l Joint Research] Bandung Institute of Technology(インドネシア)

    • Related Report
      2019 Research-status Report
  • [Int'l Joint Research] Macquarie University(オーストラリア)

    • Related Report
      2018 Research-status Report
  • [Int'l Joint Research] University of Indonesia(インドネシア)

    • Related Report
      2018 Research-status Report
  • [Journal Article] Behavioral changes of multichannel customers: Their persistence and influencing factors2021

    • Author(s)
      Xi Li, Wirawan Dony Dahana, Tongmao Li, Jingbo Yuan
    • Journal Title

      Journal of Retailing and Consumer Services

      Volume: 58 Pages: 102335-102335

    • DOI

      10.1016/j.jretconser.2020.102335

    • Related Report
      2020 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] How do search ads induce and accelerate conversion? The moderating role of transaction experience and organizational type2020

    • Author(s)
      Tengku Munawar Chalil, Wirawan DonyDahana, ChrisBaumann
    • Journal Title

      Journal of Business Research

      Volume: 116 Pages: 324-336

    • DOI

      10.1016/j.jbusres.2020.05.033

    • Related Report
      2020 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Relative importance of motivation, store patronage, and marketing efforts in driving cross-buying behaviors2020

    • Author(s)
      Wirawan Dony Dahana, Yukihiro Miwa, Chris Baumann, Makoto Morisada
    • Journal Title

      Journal of Strategic Marketing

      Volume: Online Issue: 5 Pages: 1-29

    • DOI

      10.1080/0965254x.2020.1811997

    • Related Report
      2020 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Autoencoder-Enabled Potential Buyer Identification and Purchase Intention Model of Vacation Homes2020

    • Author(s)
      Fan Li, Sotaro Katsumata, Ching-Hung Lee, Qiongwei Ye, Wirawan Dony Dahana, Rungting Tu, Xi Li
    • Journal Title

      IEEE Access

      Volume: 8 Pages: 212383-212395

    • DOI

      10.1109/access.2020.3037920

    • Related Report
      2020 Annual Research Report
    • Peer Reviewed / Open Access / Int'l Joint Research
  • [Journal Article] Cross-selling across stores or within a store? Impacts of cross-buying behavior in online shopping malls2019

    • Author(s)
      Wirawan Dony Dahana, Makoto Morisada, Yukihiro Miwa
    • Journal Title

      Journal of Marketing Channels

      Volume: 25 Issue: 1-2 Pages: 47-72

    • DOI

      10.1080/1046669x.2019.1646186

    • Related Report
      2019 Research-status Report
    • Peer Reviewed
  • [Journal Article] Identifying valuable customer segments in online fashion markets: An implication for customer tier programs2019

    • Author(s)
      Makoto Morisada、Yukihiro Miwa、Wirawan Dony Dahana
    • Journal Title

      Electronic Commerce Research and Applications

      Volume: 33 Pages: 1-33

    • DOI

      10.1016/j.elerap.2018.100822

    • Related Report
      2018 Research-status Report
    • Peer Reviewed
  • [Journal Article] Linking lifestyle to customer lifetime value: An exploratory study in an online fashion retail market2019

    • Author(s)
      Wirawan Dony Dahana、Yukihiro Miwa、Makoto Morisada
    • Journal Title

      Journal of Business Research

      Volume: 99 Pages: 319-331

    • DOI

      10.1016/j.jbusres.2019.02.049

    • Related Report
      2018 Research-status Report
    • Peer Reviewed
  • [Presentation] コンバージョンのタイミングに対するリスティング広告の効果ー広告主の信頼性を考慮して2019

    • Author(s)
      Wirawan Dony Dahana、Tengku Munawar Chalil
    • Organizer
      日本マーケティング・サイエンス学会
    • Related Report
      2019 Research-status Report
  • [Presentation] Linking lifestyle to customer lifetime value: An exploratory study in an online fashion retail market2019

    • Author(s)
      Wirawan Dony Dahana、Yukihiro Miwa、Makoto Morisada
    • Organizer
      関西ファッションビジネス・ワークショップ
    • Related Report
      2018 Research-status Report

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

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