WEKO3
インデックスリンク
アイテム
合理的な購買態度の消費者が注目するテレビCM の表現・ 制作的要素: アイトラッキングによる分析
https://doi.org/10.15034/00007839
https://doi.org/10.15034/000078394df52e13-0f88-466c-9a3c-4bf78bf0f1f4
| 名前 / ファイル | ライセンス | アクション |
|---|---|---|
BKSF250011 (2.6 MB)
|
|
| Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||
|---|---|---|---|---|---|---|
| 公開日 | 2021-12-07 | |||||
| タイトル | ||||||
| タイトル | 合理的な購買態度の消費者が注目するテレビCM の表現・ 制作的要素: アイトラッキングによる分析 | |||||
| 言語 | ja | |||||
| タイトル | ||||||
| タイトル | Executional Elements of a TV Commercial that Attract the Attention of Consumers with Rational Purchasing Attitudes: An Eye-tracking Analysis | |||||
| 言語 | en | |||||
| 言語 | ||||||
| 言語 | jpn | |||||
| 資源タイプ | ||||||
| 資源タイプ識別子 | http://purl.org/coar/resource_type/c_6501 | |||||
| 資源タイプ | departmental bulletin paper | |||||
| ID登録 | ||||||
| ID登録 | 10.15034/00007839 | |||||
| ID登録タイプ | JaLC | |||||
| 著者 |
浅川, 雅美
× 浅川, 雅美× 岡野, 雅雄 |
|||||
| 著者 | ||||||
| 値 | Asakawa, Masami | |||||
| 著者 | ||||||
| 値 | Okano, Masao | |||||
| 所属機関 | ||||||
| 値 | 文教大学健康栄養学部 | |||||
| 所属機関 | ||||||
| 値 | 文教大学情報学部 | |||||
| 内容記述 | ||||||
| 内容記述タイプ | Abstract | |||||
| 内容記述 | This study examined the hypothesis that the degree of consumers' attention to textual information, third-party endorsement marks, and TV personalities will vary according to consumer characteristics. The "Tokuho" mark was used as the endorsement mark of a third-party organization, and the extent to which purchasing attitudes are rational was adopted as a consumer characteristic. Fifty-five subjects were presented with a commercial in which a talent introduced a yogurt product with the Tokuho mark on its package. Eye movements of the subjects were recorded as they watched the commercial, using a noncontact-type eye-tracker. Subjects were then asked to respond to a scale that measured the degree of the rational characteristics of their purchasing attitudes. Analysis of the data revealed that the level of attention to third-party endorsement marks and the face of a celebrity depended on the consumer characteristic of whether the purchasing attitudes were rational or not. |
|||||
| 書誌情報 |
湘南フォーラム : 文教大学湘南総合研究所紀要 en : Shonan forum : journal of the Shonan Research Institute Bunkyo University 巻 25, p. 137, 発行日 2021-03-12 |
|||||
| 出版者 | ||||||
| 出版者 | 文教大学湘南総合研究所 | |||||
| 言語 | ja | |||||
| ISSN | ||||||
| 収録物識別子タイプ | PISSN | |||||
| 収録物識別子 | 18834752 | |||||
| 著者版フラグ | ||||||
| 出版タイプ | VoR | |||||
| 出版タイプResource | http://purl.org/coar/version/c_970fb48d4fbd8a85 | |||||
| 本文言語 | ||||||
| 値 | 日本語 | |||||
| ID | ||||||
| 値 | BKSF250011 | |||||
