The impact of personal influence on consumer purchase behavior
Project/Area Number |
20730284
|
Research Category |
Grant-in-Aid for Young Scientists (B)
|
Allocation Type | Single-year Grants |
Research Field |
Commerce
|
Research Institution | Seikei University |
Principal Investigator |
YAMAMOTO Hikaru Seikei University, 経済学部, 准教授 (80376574)
|
Project Period (FY) |
2008 – 2010
|
Project Status |
Completed (Fiscal Year 2010)
|
Budget Amount *help |
¥3,250,000 (Direct Cost: ¥2,500,000、Indirect Cost: ¥750,000)
Fiscal Year 2010: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2009: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2008: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
|
Keywords | マーケティング / クチコミ / クチコミの価値 / SNS / ブログ / 対人影響 / 社会ネットワーク / 最適情報格差 / インフルエンサー |
Research Abstract |
This research focused on the mechanism of personal influence in consumer purchase behavior. The topics examined are ; (1) optimal relationship between the sender and the receiver of word-of-mouth, (2) identification of "influentials" and their role, (3) bidirectional relationship between product preference and trust among consumers, (4) conditions under which the personal influence occurs, and (5) the monetary value of personal influence.
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Report
(4 results)
Research Products
(32 results)