PREDICTION OF CONSUMER BEHAVIORAL INTENTION USING A MEASUREMENT METHOD OF VAGUENESS IN CONSUMER ATTITUDE AND SOCIAL NORM

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  • 態度と社会的規範のあい昧性を考慮した消費者の行動意図予測
  • タイド ト シャカイテキ キハン ノ アイマイセイ オ コウリョ シタ ショウヒシャ ノ コウドウ イト ヨソク

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Abstract

We examined a fuzzy set theoretical model of consumer behavioral intentions concerning buying several beverages such as Japanese regular beer, low-priced beer (Japanese Happoushu) and Pakistani chai. Three psychological experiments were conducted to examine the relative importance between attitudes and social norms in consumer behavior. We found that the relative importance of social norms for buying the low-priced beer was higher than for buying regular beer and Pakistani chai. The result suggested that consumers paid more attention to the expectations of people who were important to them when they bought low-priced beer. A blind test of several beers also suggested that consumers only rely on brand names and their images but not on taste.

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