2017 Fiscal Year Final Research Report
Examining cross-media effect between traditional, online media and point of store
| Project/Area Number |
26380582
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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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| Research Field |
Commerce
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| Research Institution | Kansai University |
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Principal Investigator |
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| Project Period (FY) |
2014-04-01 – 2018-03-31
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| Keywords | クロスメディア / ショールーミング / オンライン / マスメディア / プロダクトプレイスメント |
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| Outline of Final Research Achievements |
This study examines the relationship between consumer's usage of mass and online media and purchase.This results reveal that those who obtain a product information from mass media is likely to obtain the information online and more likely to make a online purchase than offline. Moreover, this study shows that those who with perceived informativeness on social media is likely to make in store-purchase whereas those who with perceived entertainment on social media is likely to make in store- purchase via visiting other relevant sites indirectly. Thus, this results find various characteristics of consumer's media usage.
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| Free Research Field |
マーケティング
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