モバイルコンテンツ利用に至る消費者意思決定プロセスのモデル化

概要

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This paper proposes a buying behavior model in mobile service, especially Train Route Finder Site for mobile. From viewpoint of human behavior and Kansei, we take a new approach to reveal a method to impart the information and a decision-making process adapted to rapidly changing buying behavior. The term "the buying behavior" is a decision-making process in which users receive a variety of information down to the register for mobile services. This study has two problems. One is to verify the effect of impartation the information on the users. The other is to model a buying behavior from impartating the information to registration for mobile services. We construct a theory for these problems by using Howard's decision-making model which has highly comprehensiveness and general versatility. Moreover, we use a covariance structure analysis, which verify the effectively of the model and goodness of fit, as a structured tool, and model an appropriate decision-making model by restructuring as needed.
2010-10-30