| Budget Amount *help |
¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000)
Fiscal Year 2019: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2018: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2017: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
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| Outline of Final Research Achievements |
The purpose of this study is to investigate how consumers’ shopping experience among different marketing channels helps retailers to create their retail brand image, by shedding light on the relatively novel phenomena, omnichannel, from the viewpoint of consumers’ cognitive structure and behavioral tendency. Focusing on the brick-and-mortar stores’ utilization of internet communication in an effort to penetrate customers’ purchase activities, it generated theoretical hypothesis and collected a transactional data from an existing shopping mall. The results show that (1) customers who clipped and saved the online advertising show higher probability of purchasing the focal products than those who did not, and (2) this effect is moderated by customers’ prior attitude toward the focal retail brand and engagement with the mall.
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