Facilitation of Information Sharing among Consumers about Topics of Retailers

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K03744
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Yokohama National University (2016-2017); Meisei University (2015)
• Principal Investigator: TERAMOTO Takashi 横浜国立大学, 大学院国際社会科学研究院, 准教授 (60609915)
• Research Collaborator: SHIMIZU Akira 慶應義塾大学, 商学部, 教授 ; INMAN J.Jeffrey ピッツバーグ大学, カッツ経営大学院, 教授
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: 情報共有 / 小売業 / ソーシャルネットワーキングサービス / 投稿 / 売上 / 店内陳列 / 媒介効果

Outline of Final Research Achievements

In this study, a smartphone-based social networking service (SNS) was used to encourage consumers to post about the in-store displays they liked. Subsequently, the qualitative factors of the posted in-store displays with a high number of “likes” were derived and their direct and indirect effects on sales investigated. This studey comprises three detailed studies, and the results showed that variables relating to the size, variety, seasonal feel, and product character mascots influenced consumers’ likes and posts, sales of products featured in in-store displays are more influenced by posts than likes, and that there is a difference in the mediation effect of posts on sales according to the type of in-store display content.

Free Research Field

商学