Exploratory study of a causal connection between customer experiences and the desire to buy: An approach via experimental method

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  • 経験価値と購買意欲の関係についての探索的研究 :　実験による検討の試み
  • ケイケン カチ ト コウバイ イヨク ノ カンケイ ニ ツイテノ タンサクテキ ケンキュウ ジッケン ニ ヨル ケントウ ノ ココロミ

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The current study experimentally manipulated the process in which two types of products were provided: one had a characteristic design but its use was not readily apparent （the product requiring familiarization, or PRF） while the other had a general design and its use was readily apparent （the self-explanatory product, or SEP）. The aim of this study was to investigate differences between the PRF and SEP in terms of the value of an emotional connection, the value of familiarization, and desire to buy. Results indicated that the PRF significantly induced both an emotional connection and familiarization more than the SEP did, but the desire to buy the two products did not differ significantly. The current results did not experimentally indicate whether an emotional connection or familiarization leads to a desire to buy. In addition, this study analyzed the association between formation of impressions of a PRF and the emotional connection or familiarization with that product. Results indicated that a more novel PRF resulted in a stronger emotional connection and increased familiarization. A bland impression diminished familiarization, but individual differences in a bland impression were not associated with an emotional connection. Impressions of the novelty of a PRF may be associated with encounters with that product overall while a bland impression may be specifically associated with certain encounters with that product.

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