自動車業界における購買意向に寄与するメディアとコンテンツの検証

抄録

There are many examples of consumer behavior research focusing on media and content. It has been posited that word of mouth through the media and emotional value of content are important factors influencing purchase intentions. However, although both have been verified separately in conventional research, there are few verification examples which include the presence or absence of mutual interaction. Therefore, in this study, media and content contributing to purchase intention were evaluated by a factorial randomized controlled trial for the automobile industry. Using the multiple comparison method, the results showed that the influence of content was larger than that of media, and the superiority of design and user experience was also indicated. However, the influence of functional values, such as driving performance and advanced technology, was low. The results also confirmed that no mutual interaction occurred. These would be useful as suggestions for promotion strategies.