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

经济衰退、东日本大地震、互联网、SNS等引发的新生活方式和社区承诺，不仅改变了消费者对食品安全的意识，也改变了消费者对品牌、零售店、NB、PB的选择行为。制造商和零售商被迫适应。在本研究中，我们建立了“日本、英国、美国和中国四个国家的消费者品牌和商店选择模型”。我们定量地验证了我们的假设。结果表明，消费者对疯牛病、放射性物质、禽流感等几种食品风险的购买行为在四个国家有所不同。这些差异取决于消费者、信息媒介、产品类别、分布、历史、文化、社会等因素。

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.