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KAKEN_15K03723seika.pdf
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Download
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:103.7 KB
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| Last updated |
:Oct 31, 2019 |
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: 476 |
Total downloads since Oct 31, 2019 : 476
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| Title |
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消費者行動における意味的手がかりの影響メカニズム
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| Kana |
ショウヒシャ コウドウ ニ オケル イミテキ テガカリ ノ エイキョウ メカニズム
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Shōhisha kōdō ni okeru imiteki tegakari no eikyō mekanizumu
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Studies on the mechanism of semantic cues effects in consumer behavior
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白井, 美由里
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シライ, ミユリ
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Shirai, Miyuri
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慶應義塾大学・商学部 (三田) ・教授
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Research team head
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科研費研究者番号 : 10303067
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2019
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科学研究費補助金研究成果報告書
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2018
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消費者が製品やサービスの購買意思決定において、買い物環境にある意味的手がかりを用いて、商品について推論や判断をすることが多くの研究によって示されている。この手がかりには製造業者が提供する製品属性情報だけでなく、小売業者などが販売段階で用いる表現も含まれる。本研究ではまだ十分に研究されていない後者の手がかりを中心に、通常の販売状況と値引きが提供される状況それぞれにおいて、様々な意味的手がかりと消費者の反応の関係を分析する実証研究を行い、そのメカニズムを明らかにした。
Semantic cues are information or expressions that facilitate consumers’ ability to evaluate an offer. They are provided in a shopping context so that consumers use them to make an inference or a judgment about the target product. Those cues include product attributes that are generally provided by manufactures and expressions that are mostly provided by retailers. This research mainly focused on the latter type as many research issues remained unsolved. It examined the effects of various cues on consumers’ evaluation in the two contexts: a context in which a product was sold at a full price and a context in which price promotion is offered.
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研究種目 : 基盤研究 (C) (一般)
研究期間 : 2015～2018
課題番号 : 15K03723
研究分野 : マーケティング
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