• Search Research Projects
  • Search Researchers
  • How to Use
  1. Back to previous page

Comparison between influence of word-of-mouth released by corporate and posted by existing customers

Research Project

Project/Area Number 24530517
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Research Field Commerce
Research InstitutionTohoku University

Principal Investigator

SHIBUYA Satoru  東北大学, 経済学研究科(研究院), 教授 (00333493)

Project Period (FY) 2012-04-01 – 2016-03-31
Project Status Completed (Fiscal Year 2015)
Budget Amount *help
¥5,200,000 (Direct Cost: ¥4,000,000、Indirect Cost: ¥1,200,000)
Fiscal Year 2015: ¥520,000 (Direct Cost: ¥400,000、Indirect Cost: ¥120,000)
Fiscal Year 2014: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2013: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2012: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Keywords類似性 / 消費者認知 / インターネット / クチコミ / 態度 / 意識下 / 情報処理 / 結合性 / ソーシャル / 購買意図 / 購買意思決定
Outline of Final Research Achievements

This study has compared between the influence of word-of-mouth released by corporates (which we called as promotional condition) and the influence of word-of-mouth posted by consumers (which we called as social condition), and conducted three experiments. As a result, every experiments showed that consumer's interest about the others were always stronger in social condition than promotional condition. The influence by other's word-of-mouth was also always stronger in social condition than promotional condition.
In addition, we conducted another experiment where we explored about similarity perception in subliminal condition. As a result, in subliminal condition, the number of items which were showed on the screen didn't exert any influence onto participants attitude and purchase intention, whereas the level of importance of items showed on the screen and used to manipulate participants' similarity perception exerted significant influence on participants.

Report

(5 results)
  • 2015 Annual Research Report   Final Research Report ( PDF )
  • 2014 Research-status Report
  • 2013 Research-status Report
  • 2012 Research-status Report
  • Research Products

    (13 results)

All 2015 2013 Other

All Journal Article (4 results) (of which Peer Reviewed: 1 results) Presentation (8 results) (of which Invited: 5 results) Book (1 results)

  • [Journal Article] 他者の経験が消費者の現在の知覚に及ぼす影響:プロモーショナル・コンテクストとソーシャル・コンテクストの比較実験2015

    • Author(s)
      澁谷 覚
    • Journal Title

      慶應経営論集

      Volume: 32(1) Pages: 85-108

    • Related Report
      2015 Annual Research Report
  • [Journal Article] サプライヤー選定基準と情報接触行動を明らかに2013

    • Author(s)
      澁谷覚・鈴木寛・池田達哉・北川嘉人
    • Journal Title

      日経広告研究所報

      Volume: 47(6) Pages: 2-13

    • Related Report
      2013 Research-status Report
  • [Journal Article] 自他の類似性判断の自動性2013

    • Author(s)
      澁谷覚
    • Journal Title

      商學論究 (関西学院大学商学研究会)

      Volume: 60(4) Pages: 199-217

    • Related Report
      2013 Research-status Report
    • Peer Reviewed
  • [Journal Article] 自他の類似性判断の自動性2013

    • Author(s)
      澁谷覚
    • Journal Title

      『商學論究』(関西学院大学商学研究会)

      Volume: 60(4) Pages: 199-217

    • Related Report
      2012 Research-status Report
  • [Presentation] 対人間の類似性判断に関する展開研究2015

    • Author(s)
      澁谷 覚
    • Organizer
      日本マーケティング・サイエンス学会
    • Place of Presentation
      大阪府立大学(大阪府・堺市)
    • Year and Date
      2015-06-13
    • Related Report
      2015 Annual Research Report
  • [Presentation] 他者経験がミネラル水の味覚に及ぼす影響:ソーシャルおよびプロモーショナルなコンテクストの比較

    • Author(s)
      澁谷覚
    • Organizer
      マーケティング・サイエンス学会
    • Place of Presentation
      丸の内ブランドフォーラム
    • Related Report
      2013 Research-status Report
    • Invited
  • [Presentation] B to CとC to Cのコミュニケーション:これまでと今後

    • Author(s)
      澁谷覚
    • Organizer
      日本消費者行動研究学会
    • Place of Presentation
      法政大学
    • Related Report
      2013 Research-status Report
    • Invited
  • [Presentation] 他者経験と消費者認知のイノベーション:ソーシャルおよびプロモーショナルなコンテクストの比較実験

    • Author(s)
      澁谷覚
    • Organizer
      日本商業学会
    • Place of Presentation
      立命館大学
    • Related Report
      2013 Research-status Report 2012 Research-status Report
    • Invited
  • [Presentation] サービスのソーシャルプロセス─他者経験による購買シミュレーション

    • Author(s)
      澁谷覚
    • Organizer
      日本商業学会
    • Place of Presentation
      北海商科大学
    • Related Report
      2012 Research-status Report
    • Invited
  • [Presentation] 自他の類似性に関するネット上の情報処理への認知科学からの視点

    • Author(s)
      澁谷覚
    • Organizer
      日本社会心理学会
    • Place of Presentation
      つくば国際会議場
    • Related Report
      2012 Research-status Report
  • [Presentation] 消費者間の類似性認知プロセス:社会的比較に関する新旧の枠組み

    • Author(s)
      澁谷覚
    • Organizer
      日本マーケティング・サイエンス学会
    • Place of Presentation
      構造計画研究所
    • Related Report
      2012 Research-status Report
    • Invited
  • [Presentation] プロモーションとしての顧客体験の訴求効果に顧客観の類似性が及ぼす影響について

    • Author(s)
      澁谷覚
    • Organizer
      日本マーケティング・サイエンス学会
    • Place of Presentation
      電通ホール
    • Related Report
      2012 Research-status Report
  • [Book] 類似性の構造と判断:他者との比較が消費者行動を変える2013

    • Author(s)
      澁谷覚
    • Total Pages
      400
    • Publisher
      有斐閣
    • Related Report
      2013 Research-status Report

URL: 

Published: 2013-05-31   Modified: 2019-07-29  

Information User Guide FAQ News Terms of Use Attribution of KAKENHI

Powered by NII kakenhi