2013 Fiscal Year Final Research Report
Variety Seeking of High Product Involvement: The Concepts and Factors
| Project/Area Number |
24830076
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| Research Category |
Grant-in-Aid for Research Activity Start-up
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Asia University |
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Principal Investigator |
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| Project Period (FY) |
2012-08-31 – 2014-03-31
|
| Keywords | バラエティ・シーキング / 消費者行動 / 製品関与 / マーケティング / 探索行動 |
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| Research Abstract |
This research aims to present evidence of variety seeking of high product involvement and to reveal the factors behind this. As results of research, I show (1) a conceptual framework on variety seeking and involvement, (2) evidence on the presence of variety seeking of high product involvement, and (3) needs for further research on the factors under the assumption that variety seeking can be regarded as an exploratory behavior.
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