Paper Abstract and Keywords |
Presentation |
2018-05-21 14:25
Qualitative Study on Information Behavior in Myanmar 2
-- Comparison of Influence of Word-of-Mouth and Advertising Information in Purchase Behavior -- Naoya Tojo, Sumaru Niida (KDDI Research) HCS2018-8 HIP2018-8 |
Abstract |
(in Japanese) |
(See Japanese page) |
(in English) |
In a suburban area of Myanmar, we conducted qualitative study on people's information behavior to make purchase decisions on mobiles and mobile network operators, daily necessities, non-daily necessities, and life events and compared the influence of word-of-mouth and advertising information. Results of the study involving sampled 18 participants suggested that the information behavior differs depending on individual environmental context, information literacy, and the objects of decision making. Word-of-mouth information was tended to be sought for decision making on non-daily necessities and life events. Advertising information was tended to be sought for decision making on daily necessities. Regarding mobiles and mobile network operators, there was no bias in information that people referred. We discussed information channels that could be effective in people's purchase behavior. |
Keyword |
(in Japanese) |
(See Japanese page) |
(in English) |
Myanmar / information behavior / ethnography / qualitative research / word of mouth / media / / |
Reference Info. |
IEICE Tech. Rep., vol. 118, no. 49, HCS2018-8, pp. 49-54, May 2018. |
Paper # |
HCS2018-8 |
Date of Issue |
2018-05-14 (HCS, HIP) |
ISSN |
Print edition: ISSN 0913-5685 Online edition: ISSN 2432-6380 |
Copyright and reproduction |
All rights are reserved and no part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from the publisher. Notwithstanding, instructors are permitted to photocopy isolated articles for noncommercial classroom use without fee. (License No.: 10GA0019/12GB0052/13GB0056/17GB0034/18GB0034) |
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HCS2018-8 HIP2018-8 |
Conference Information |
Committee |
HCS HIP HI-SIGCOASTER |
Conference Date |
2018-05-21 - 2018-05-22 |
Place (in Japanese) |
(See Japanese page) |
Place (in English) |
Okinawa Industry Support Center |
Topics (in Japanese) |
(See Japanese page) |
Topics (in English) |
Communication Enhancing and Human Communications |
Paper Information |
Registration To |
HCS |
Conference Code |
2018-05-HCS-HIP-SIGCE |
Language |
Japanese |
Title (in Japanese) |
(See Japanese page) |
Sub Title (in Japanese) |
(See Japanese page) |
Title (in English) |
Qualitative Study on Information Behavior in Myanmar 2 |
Sub Title (in English) |
Comparison of Influence of Word-of-Mouth and Advertising Information in Purchase Behavior |
Keyword(1) |
Myanmar |
Keyword(2) |
information behavior |
Keyword(3) |
ethnography |
Keyword(4) |
qualitative research |
Keyword(5) |
word of mouth |
Keyword(6) |
media |
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Keyword(8) |
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1st Author's Name |
Naoya Tojo |
1st Author's Affiliation |
KDDI Research, Inc. (KDDI Research) |
2nd Author's Name |
Sumaru Niida |
2nd Author's Affiliation |
KDDI Research, Inc. (KDDI Research) |
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Speaker |
Author-1 |
Date Time |
2018-05-21 14:25:00 |
Presentation Time |
25 minutes |
Registration for |
HCS |
Paper # |
HCS2018-8, HIP2018-8 |
Volume (vol) |
vol.118 |
Number (no) |
no.49(HCS), no.50(HIP) |
Page |
pp.49-54 |
#Pages |
6 |
Date of Issue |
2018-05-14 (HCS, HIP) |
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