2023 Fiscal Year Final Research Report
Computational Analysis of How Others' Consumption Experiences on SNS Influence Purchase Expectations and Evaluations
| Project/Area Number |
20K01971
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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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| Review Section |
Basic Section 07090:Commerce-related
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| Research Institution | Hosei University |
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Principal Investigator |
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| Project Period (FY) |
2020-04-01 – 2024-03-31
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| Keywords | インスタ映え投稿 / 投稿動機 / 閲覧者の心理 / 国際比較 |
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| Outline of Final Research Achievements |
Based on previous research, we have constructed a hypothesis model that systematically explains the psychology of viewers of Instagrammable posts. Additionally, the results of psychological experiments on viewers provided partial validation of the model. Psychological experiments on Instagrammable post creators revealed that consumer characteristics, such as the desire for self-enhancement, popularity, and admiration, influence their intention to post. Furthermore, psychological experiments on Thai and Japanese consumers viewing Instagrammable posts suggest that the types of information sought on social media and the kinds of posts appreciated can vary significantly based on cultural background.
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| Free Research Field |
消費者心理学
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| Academic Significance and Societal Importance of the Research Achievements |
口コミ閲覧者が口コミの内容から発信者の努力の程度と製品のダイエット効果を判断して製品の効果や印象を評価していることが示された点は，他者の消費経験が購買の期待に与える影響を説明する上で有用な知見が得られた．
また，研究結果から，インスタ映え投稿は閲覧者の消費経験に対する憧れや購買意図を高めることが示され，共感性の高いインスタ映え投稿を活用したバイラル・マーケティングが有用であるという実務的示唆が得られた．
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