The Effects of Information Search Effort of Consumer Satisfaction

2014 Fiscal Year Final Research Report

• Project/Area Number: 25780275
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Chiba University of Commerce
• Principal Investigator: TOGAWA Taku 千葉商科大学, 商経学部, 講師 (10636848)
• Project Period (FY): 2013-04-01 – 2015-03-31
• Keywords: 情報探索行動 / 購買後評価 / 解釈レベル理論 / 製品関与

Outline of Final Research Achievements

This study examines the effects of information search behavior on consumer satisfaction with purchase outcome. Because of recent improvements in information technology, this study focuses on situations in which consumers search and acquire a huge amount of information about a product just prior to purchasing it (i.e., “cramming for purchase”). To reveal how this situation influences consumers’ decision making and its outcome, a survey of consumers considering purchasing a coat was conducted. The results indicated that, in consumers who are not involved with the product category, “cramming for purchase” results in information overload and decreases satisfaction with the purchase outcome. The insights obtained in this research enrich our understanding of three research areas: information search, information overload, and marketing communication.

Free Research Field

消費者行動研究、マーケティング研究