[2M4-GS-10] AI application

[2M4-GS-10-04] Analysis of the types of consumer purchasing behavior for services on the Internet

〇Soichiro Morishita¹, Masanori Takano¹, Hideaki Takeda² (1. CyberAgent, Inc., 2. NII)

Keywords:theory of consumer behavior, consumer involvement

In the theory of consumer behavior, it is known that purchasing behavior types can be classified according to the level of involvement in a product category and the perceived differences between brands of consumers respectively. In this paper, we investigate the applicability of the purchasing behavior categories to Internet-based services and the differences among service categories. Specifically, we analyzed four types of Internet services, namely "paid video services," "subscription music services," "e-commerce sites," and "consumer-generated media," by questionnaire survey about their involvement levels and perceived differences among brands. As a result, it was found that involvement levels and perceived differences differed among clusters of consumers based on clustering according to the service used across categories, rather than within each service category.