| 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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| 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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