2010 Fiscal Year Final Research Report
The impact of personal influence on consumer purchase behavior
| Project/Area Number |
20730284
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Seikei University |
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Principal Investigator |
YAMAMOTO Hikaru Seikei University, 経済学部, 准教授 (80376574)
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| Project Period (FY) |
2008 – 2010
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| Keywords | マーケティング |
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| Research Abstract |
This research focused on the mechanism of personal influence in consumer purchase behavior. The topics examined are ; (1) optimal relationship between the sender and the receiver of word-of-mouth, (2) identification of "influentials" and their role, (3) bidirectional relationship between product preference and trust among consumers, (4) conditions under which the personal influence occurs, and (5) the monetary value of personal influence.
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