Purchasing Behavior of Chinese Youth on Famous Confection in Hokkaido

• Kawarasaki Koichiro

  Faculty of Horticulture, Chiba University

• Ohe Yasuo

  Graduate School of Horticulture, Chiba University

Bibliographic Information

Other Title

• 若年層中国人による北海道産銘菓に関するオンライン購買行動とその要因

Abstract

This paper addressed the purchasing behavior of Chinese youth of well-known confection in Hokkaido. Chinese youth are one of most adaptable eWOM, i.e., electric word of mouth generation through social media and the internet. Thus, the purpose of this study is to test the effectiveness of eWOM in this purchasing behavior. For this purpose, the data were collected through the web-based survey to the employee of an IT and manufacture company in Shenzhen, China and the sample size was 105. A binary logit model was employed to investigate the factors that determine on-line purchase of Hokkaido confections. The results clarified that high-profile confections, real visit experience to Japan, and inhabitants in large cities were factors that positively influenced with statistically significant level. Nevertheless, the eWOM effect was not confirmed this time. This is probably because eWOM is too common for Chinese youth and simple eWOM marketing is not sufficient.

Journal

• Japanese Journal of Tourism Studies

  Japanese Journal of Tourism Studies 18 (0), 14-19, 2019

  Japan Society for Interdisciplinary Tourism Studies

Keywords

• online purchasing behavior
• brand confectionery in Hokkaido
• Chinese youth
• eWOM

Details

• CRID: 1390568456358164864
• NII Article ID: 130007980952
• DOI: 10.50839/sogokanko.18.0_14
• ISSN: 24361011
• ISSN: 13488376
• Text Lang: ja
• Data Source:
  • JaLC
  • CiNii Articles
  • KAKEN
• Abstract License Flag: Allowed