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Does 'Good Cospa' Encourage Consumer Reviews and Purchases?
- Source :
- Maketingu Janaru, Vol 40, Iss 2, Pp 18-28 (2020)
- Publication Year :
- 2020
- Publisher :
- Japan Marketing Academy, 2020.
-
Abstract
- The authors clarify the effect of the price image that retailers refer to as “good cospa” (cospa is the abbreviation of “cost performance” which means “value for money”) on consumer reviews and purchases. Through empirical analysis, consumer-generated content is created experimentally to capture the difference in Word-of-Mouth (WOM) behavior under different expressions regarding price images as retailers. In addition, they also capture the differences in the buying behavior at the target stores before and after the WOM behavior. As a result, participants who contact post information related to “good cospa” are more likely to: (1) respond more frequently than post information related to “cheap,” (2) have more contact with the topic of “price” through “quality,” (3) have more contact with the topic of “fun” through “quality,” and (4) the purchase amount and unit purchase price at the target stores increased. The results show the effectiveness of the keyword “good cospa” in stimulating WOM and purchasing related to retail stores.
Details
- Language :
- Japanese
- ISSN :
- 03897265 and 21881669
- Volume :
- 40
- Issue :
- 2
- Database :
- Directory of Open Access Journals
- Journal :
- Maketingu Janaru
- Publication Type :
- Academic Journal
- Accession number :
- edsdoj.16413c52a53042e38a3ce358bdae3f7a
- Document Type :
- article
- Full Text :
- https://doi.org/10.7222/marketing.2020.045