2020 Fiscal Year Final Research Report
Computational Approach on Elucidating How Online Customer Service Affect To Purchasing Context
| Project/Area Number |
17K04010
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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 | Hosei University |
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Principal Investigator |
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| Co-Investigator(Kenkyū-buntansha) |
東海 詩帆 横浜商科大学, 商学部, 准教授 (20736459)
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| Project Period (FY) |
2017-04-01 – 2021-03-31
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| Keywords | 悪い口コミ / 企業対応 / 購買意思決定 / 文脈 / 口コミ動機 / 第三者 |
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| Outline of Final Research Achievements |
Various purchasing contexts will affect to consumers’ purchasing decision processes. It is considered that previous purchasing experiments or other consumer’s purchasing experiments may compose the purchasing context, as well as direct purpose or background of the purchase.
In this study, we made psychological models explaining how online replies from companies to the unsatisfied consumer will affect to following purchasing decisions, and verified the model by psychological experiments. In addition, we found out how these online communication will affect to other considering consumers' decision making.
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| Free Research Field |
消費者心理・認知脳科学
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| Academic Significance and Societal Importance of the Research Achievements |
本研究の結果から，消費経験に不満足を抱きいわゆる「悪い口コミ」を投稿する消費者の投稿動機が明らかになり，企業はどのように適切に返信対応するべきかという実務的な示唆を得ることができた．
また，インターネット上の公開された場でしばしば行われるこうした「悪い口コミ」の投稿と企業の返信の両方を閲読する第三者である購買検討者への心理的な影響についても体系的な心理モデルの形で説明することができた．
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