Empirical research on customers' online information touchpoints and channel choice

2023 Fiscal Year Final Research Report

• Project/Area Number: 22K20145
• Research Category: Grant-in-Aid for Research Activity Start-up
• Allocation Type: Multi-year Fund
• Review Section: 0107:Economics, business administration, and related fields
• Research Institution: Meiji Gakuin University
• Principal Investigator: Nakano Satoshi 明治学院大学, 経済学部, 講師 (20963135)
• Project Period (FY): 2022-08-31 – 2024-03-31
• Keywords: 小売チャネル / オムニチャネル / EC / パニック購買 / ロングテール / キャッシュレス / ウェブルーミング / 消費者行動

Outline of Final Research Achievements

This study examined the transformation of customer behavior in the contemporary retail environment, which has rapidly moved online due to the impact of COVID-19. Specifically, I evaluated the impact of the online information touchpoints on the customer purchase process from information search to purchase. The empirical results can be applied to omni-channel strategies and customer relationship management. A distinctive feature of this study is to capture a variety of new customer behaviors generated by the modern retail environment. This study provides new insights, including webrooming, customer demand concentration in online retailing, panic buying, cashless payments, and retail media.

Free Research Field

マーケティング・サイエンス

Academic Significance and Societal Importance of the Research Achievements

新型コロナによって我が国の小売産業は大きな影響を受けた。この急激な変化の影響について、本研究はオンラインとリアルの双方の視点から顧客行動に着目し、複数の新しい現象に関する実証研究を行った。ここで得られた知見は、チャネルを運用する小売企業の実務に活かせるほか、危機時における流通政策といった社会的な応用も期待できる。