Host: The Japan Society for Management Information
Product information had historically been transmitted unidirectionally from businesses to consumers through mass media. Popularization of the Internet brought about wide distribution of consumer generated information such as user reviews which has come to affect purchase decisions.
In this paper, the author proposed new communication platform for bidirectional business-to-consumer communication. The purpose of building the research platform is to try to observe relationship between the change of consumer purchase behavior and richness of the communication.
