The Influence of the Contexts in the Japanese Traditional Crafts Export:#NAME?

概要

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"Mizuhiki" is one of the traditional paper crafts in Japan. We re-designed a series of modern Mizuhiki crafts for foreign users and sold them at exhibitions in the United States and Europe, with poor results. We hypothesized that the cause of the poor sales was that the contexts of the Mizuhiki craft was not communicated to American and European audiences effectively. We experimented on Italian and Japanese people to verify this hypothesis, and studied how examinees degree of purchase intention changes by presenting five types of contexts. This study, revealed that presenting the contexts increases the degree of purchase intention, and clarified the order of five contexts which influence on the degree of purchace intention.