一緒にモバイルマーケティングに取り組んでいただいている寺本先生にエントリーいただき、6月にオーストラリアのシドニーで行われる国際学会で共同研究が発表されることになりました。ワタシは日本から応援となりそうですが、国際的な舞台で取り組んでいる研究に対して、いろんなご意見をいただける貴重な機会です。
ISMS Marketing Science Conference 2024
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ご興味がある方向けに、Abstract部分のみテキストで記載します。
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1 – The Relationship between Context of Creating a Shopping List and Planned Purchase Execution
Takashi Teramoto, Chuo University, Hachioji, Japan, Satoshi Nakano, Naoki Akamatsu, Shin Sato
We examine the relationship between the descriptions on shopping lists used for offline-shopping and the execution of planned purchases. Shopping lists are addressed in the following arguments: the relationship between bringing shopping lists and unplanned purchases, and the relationship between content of shopping lists and purchases. However, the following contexts of creating a shopping list have not been argued: 1) planning granularity of listed items and 2) time difference between list and purchase. Our study fills these gaps. We use single-source data of mobile-app shopping list and purchase histories of 788 shoppers which consist of 4012 observations. The dependent variable is whether the list items are planned purchased, and the independent variables are three levels of granularity of item planning, the time difference between the list and the purchase, and the interaction of these variables. A random-effects binomial logit model is applied to the analysis. The results show that the more specific the granularity of the plan and the smaller the time difference, the more likely the planned purchase is executed. In addition, the specific-category level, which means a medium level of planning granularity, has a higher probability of planned purchase for a larger time difference than the other levels. The theoretical contributions of our study are 1) incorporating the context of shopping list creation and 2) applying single-source data of mobile shopping lists and ID-POS data to research in planned/unplanned purchase behavior, which has mainly applied data based on shopper intercept survey.