2014 Fiscal Year Final Research Report
Why We Buy What We Do Not Want to Buy
| Project/Area Number |
24530520
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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 | Hitotsubashi University |
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Principal Investigator |
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| Project Period (FY) |
2012-04-01 – 2015-03-31
|
| Keywords | 面子 / 言説と行為の乖離 / ブランド / 中国人消費者 / 場のプレッシャー / ネットワークの類型 |
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| Outline of Final Research Achievements |
Consumers’ emotional response is a key factor that affects their satisfactions in the face to face service encounter. Past research in the area of service encounter tried to explain consumers’ responses to their negative feeling when they received a bad service encounter. While introducing a new concept of “field pressure”, the behavior of consumers in purchasing products or services that they do not truly want to buy in a good service encounter setting can be logically explained. Through reviewing prior research, an analysis model and hypotheses are developed to clarify the relationship between field pressure and one’s willingness to buy.
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| Free Research Field |
マーケティング
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