| Project/Area Number |
25885065
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| Research Category |
Grant-in-Aid for Research Activity Start-up
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Takasaki University of Commerce |
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Principal Investigator |
NIHEI KYOKO 高崎商科大学, 商学部, 講師 (70714492)
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| Project Period (FY) |
2013-08-30 – 2015-03-31
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| Project Status |
Completed (Fiscal Year 2014)
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| Budget Amount *help |
¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2014: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
Fiscal Year 2013: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
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| 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 / 高齢者 / 商業的くちコミ / 非商業的くちコミ / くちコミの倫理 / コンシューマリズム / 消費者行動 / 集団的購買意思決定 / 広告の社会的効果 |
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| 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.
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