A1242
Title: Empirical analysis on characteristics of Japanese consumer behaviors based on the consumption values
Authors: Zhejun Wang - Doshisha University (Japan) [presenting]
Yuejun Zheng - Doshisha University (Japan)
Ryozo Yoshino - Doshisha University (Japan)
Abstract: Most Japanese consumers give priority to the quality of goods or services, new goods, and fashion. The aim is to clarify the characteristics of Japanese consumer behaviour in connection with choosing durable, semi-durable, and nondurable goods, also its influential factors, using consumption values. Consumption values are used to explain the reasons for purchasing specific goods or brands, including functional, emotional, social, epistemic, and conditional values. To examine the selection criteria for purchasing behaviour for the above three categories of goods, the research data was collected from 1,080 Japanese between 18 and 75 years old, conducted by an online survey in February 2023. The results of data analysis have shown that Japanese consumers tend to prioritize quality over price when purchasing durable and semi-durable goods, while for nondurable goods, they tend to prioritize price. In addition, Japanese consumers focus on whether the components/materials are gentle to the health when they choose semi-durable and nondurable goods, but their emphasis is on energy-saving for durable goods. On the other hand, the common characteristics of the purchasing behaviour for the three categories of goods are personal preference over a trend, the preference for classic goods, and lower interest in diverse and novel functions.
