Comparative Study of Consumer Brand and Channel Choice Behavior under Cross-media.

点击翻译按钮获取中文摘要

New lifestyle and the community commitment which are caused by the economic recession and East Japan great earthquake disaster, internet and SNS have changed not only the consumer's consciousness to food safety but also consumer's choice behavior of the brand, retail store, NB and PB. The manufacturer and the retailer are forced to adapt. In this study, we built "The consumer's brand and store choice model in four countries: Japan, UK, U.S. and China." And we verified our hypotheses quantitatively. As a result, we showed consumer's purchase behavior against the several food risk like BSE, radioactive materials, bird flu, and the like were different in four countries. And these differences depended on the several factors such as consumer, information media, product category, distribution, history, culture, society.