| Project/Area Number |
25780275
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
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| Research Institution | Chiba University of Commerce |
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Principal Investigator |
TOGAWA Taku 千葉商科大学, 商経学部, 講師 (10636848)
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| Project Period (FY) |
2013-04-01 – 2015-03-31
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| Project Status |
Completed (Fiscal Year 2014)
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| Budget Amount *help |
¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2014: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2013: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
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| Keywords | 情報探索行動 / 購買後評価 / 解釈レベル理論 / 製品関与 / 消費者の購買意思決定プロセス / 情報探索活動量 / 購買後満足度 / 製品知識量 / 情報過負荷 / 消費者の混乱 |
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| Outline of Final Research Achievements |
This study examines the effects of information search behavior on consumer satisfaction with purchase outcome. Because of recent improvements in information technology, this study focuses on situations in which consumers search and acquire a huge amount of information about a product just prior to purchasing it (i.e., “cramming for purchase”). To reveal how this situation influences consumers’ decision making and its outcome, a survey of consumers considering purchasing a coat was conducted. The results indicated that, in consumers who are not involved with the product category, “cramming for purchase” results in information overload and decreases satisfaction with the purchase outcome. The insights obtained in this research enrich our understanding of three research areas: information search, information overload, and marketing communication.
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