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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)
Download PDF 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  
Keyword(7)  
Keyword(8)  
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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