インターネットショッピングにおけるプロモーションの 消費者行動への影響に関する研究

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  • A Study of the Impact of Promotions on Consumer Behavior in Internet Shopping
  • インターネットショッピング ニ オケル プロモーション ノ ショウヒシャ コウドウ エ ノ エイキョウ ニ カンスル ケンキュウ

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説明

Price-oriented sales promotions have become the norm in Internet shopping, and their impact tends to affect consumer behavior. Consumers must acquire the ability to avoid disruption to their lives caused by unnecessary purchasing that exceeds their financial capabilities. To that end, understanding the impact of sales promotions on consumer behavior is necessary. In this study, I examined the impact of price-oriented sales promotion on the willingness of consumers to purchase unnecessary goods. Through empirical analysis, I revealed that consumer brand commitment, an attitudinal concept, differs upon incentive and that coupons and points have a greater impact than cash discounts on unnecessary purchasing.

収録刊行物

  • 消費者教育

    消費者教育 35 (0), 87-95, 2015

    日本消費者教育学会

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