2017 Fiscal Year Final Research Report
Toward the Elaboration of the Theoretical Framework of Variety Seeking of High Product Involvement
| Project/Area Number |
26780238
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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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) |
2014-04-01 – 2018-03-31
|
| Keywords | 製品関与 / バラエティ・シーキング / 探索行動 / 消費者関与 / 情報探索 |
|---|
| Outline of Final Research Achievements |
This research aims to building a theoretical framework of variety seeking of high product involvement, and to refine that. As results of research, I show a conceptual model of variety seeking of high product involvement as exploratory behavior. The need to capture variety seeding as exploratory behavior was presented in the context of not only traditional brand switching (purchasing) but also continuous search (ongoing information search).
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| Free Research Field |
社会科学
|
