Effects of scientific ezplanation on purchasing behavior
The purpose of this study was to examine the effect of scientific explanation on purchasing behavior in the context of mail-ordered shopping. The function of shock absorption insole for women was tested, and two types of catalogs for the tested insole were created: one included the scientific explanation about the function of the insole and the other did not. About 780,000 catalogs were distributed and insoles were sold for 6 months. Purchase rate of the insoles between the two types of catalogs were compared. After a selling period of 6 months, a web survey was conducted targeting the catalog customers who bought the insoles to examine the associations between exposure to scientific information and purchasing motivations. Results were as follows: Overall purchase rate did not show a significant difference between the two catalog types. However, purchase rate was associated with catalog type when age group was controlled. Among subscribers between 40 and 49 yrs. old, purchase rate from the catalog with scientific explanation was higher than those from the catalog without scientific explanation. Purchase decision processes differed according to the type of catalog viewed. It shows the possibility that purchasing behavior will be influenced by scientific explanations. Purchase behavior may change and improve by creating comprehensible scientific explanation pages that increase consumers interest in functions of products.
Masako Dohi Masaaki Mochimaru Itsumi Kakefuda Makiko Kouchi
Digital Human Research Center, AIST, Japan present affiliation: Otsuma Women’s University, Japan Digital Human Research Center, AIST, Japan
国际会议
17th World Congress on Ergonomics(第十七届国际人类工效学大会)
北京
英文
1-7
2009-08-09（万方平台首次上网日期，不代表论文的发表时间）