くちコミ情報が消費者判断に及ぼす影響

概要

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The effects of word-of-mouth information on consumer judgments were investigated. Female undergraduates(n=145) were presented with two types of sunscreen creams, one of which was described as more effective and inexpensive than the other. Then, the participants' attitudes regarding both products were measured. Results indicated that the participants formed favorable attitudes about the above described product, and an unfavorable attitude about the other. Next, participants read a scenario that contained positive or negative word-of-mouth information by a friend of a friend about either product, or a scenario that did not contain such word-of-mouth information. Their attitudes toward the products were measured through items regarding their impressions of the product, newsworthiness, purchase intent, and brand recognition. The results showed that word-of-mouth information had an effect on consumer judgments, but that the effects of negative information were weaker than the effects of positive information. Moreover, prior attitudes toward the product had no significant influence on consumer judgments. Issues for future studies regarding the effects of word-of-mouth information and prior attitudes on consumer judgments are discussed.
昭和女子大学の論文
2009-03-31