Elderly people's information sources and consumer behavior in a low birthrate aged society in Japan: Word-of-Mouth and social networks

2014 Fiscal Year Final Research Report

• Project/Area Number: 25885065
• Research Category: Grant-in-Aid for Research Activity Start-up
• Allocation Type: Single-year Grants
• Research Field: Commerce
• Research Institution: Takasaki University of Commerce
• Principal Investigator: NIHEI KYOKO 高崎商科大学, 商学部, 講師 (70714492)
• Project Period (FY): 2013-08-30 – 2015-03-31
• Keywords: 高齢者市場 / 若者市場 / くちコミ（クチコミ、口コミ） / 社会ネットワーク / 家族 / バンク・ショットモデル / くちコミ・マーケティング / ティーザー広告

Outline of Final Research Achievements

This reserach focused on thinking the simultaneous progress of the declining birthrate and aging in Japan, the rapid spread of the Internet, and the background of the rise of consumer-generated media, we focus on the impact to the consumer behavior of the elderly and young people, and we analysis how word-of-mouth(WOM) marketing works on the elderly market and the youth market.
And we analysis some benefit of the impact which not non face-to-face WOM such as internet, but traditional face-to-face WOM have in elderly people’one-person household, or only husband and wife household.We focus on the social effectiveness of WOM which family member do, and construct a theory which is called Bank Shot Model. It makes family member such as daughter and son elderly people's purchasing agent.

Free Research Field

商学