The affect of the Internet's word of mouth on buying behavior

DOI Open Access

Bibliographic Information

Other Title
  • インターネットの口コミが購買行動に及ぼす影響
  • 女子学生の化粧品購買のアンケート調査から
  • From the questionnaire survey of the cosmetics purchase of the woman student

Description

It has become impossible for the marketing operation of the firm to disregard word of mouth of the Internet. Especially, WOM is thought to influence the purchase of the sensibility commodity. In so doing, cosmetics are selected as an example of the sensibility commodity, and the questionnaire survey of the woman student's influence on the purchasing by WOM of the Internet is executed in this study. Unfortunately, which type of WOM is more trusted is not clarified with this data. However, it is confirmed that WOM influences the purchasing as a result of ANOVA, and the influence of the purchasing is different by positive or negative WOM according to respondent's preference pattern.

Journal

Related Projects

See more

Keywords

Details 詳細情報について

  • CRID
    1390282680687453952
  • NII Article ID
    130005474954
  • DOI
    10.11497/jasmin.2014s.0_229
  • Text Lang
    ja
  • Article Type
    journal article
  • Data Source
    • JaLC
    • CiNii Articles
    • KAKEN
  • Abstract License Flag
    Disallowed

Report a problem

Back to top