Examining cross-media effect between traditional, online media and point of store
| Project/Area Number |
26380582
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Kansai University |
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Principal Investigator |
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| Project Period (FY) |
2014-04-01 – 2018-03-31
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| Project Status |
Completed (Fiscal Year 2017)
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| Budget Amount *help |
¥4,680,000 (Direct Cost: ¥3,600,000、Indirect Cost: ¥1,080,000)
Fiscal Year 2016: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000)
Fiscal Year 2015: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2014: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
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| Keywords | クロスメディア / ショールーミング / オンライン / マスメディア / プロダクトプレイスメント / 習慣的利用 / オンラインショッピング / SNS / e-コマース / ウェブマーケティング / On to Off / ウェブサイトの広告効果 |
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| Outline of Final Research Achievements |
This study examines the relationship between consumer's usage of mass and online media and purchase.This results reveal that those who obtain a product information from mass media is likely to obtain the information online and more likely to make a online purchase than offline. Moreover, this study shows that those who with perceived informativeness on social media is likely to make in store-purchase whereas those who with perceived entertainment on social media is likely to make in store- purchase via visiting other relevant sites indirectly. Thus, this results find various characteristics of consumer's media usage.
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Report
(5 results)
Research Products
(13 results)
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[Presentation] オンラインと消費者行動2015
Author(s)
岸谷和広
Organizer
日本商業学会関西部会
Place of Presentation
大阪文化交流センター（大阪府）
Year and Date
2015-09-19
Related Report
Int'l Joint Research
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