How Japanese students characterize information from web-sites

Area of Science:

• Consumer Behavior
• Media Studies
• Information Science

Background:

• The rapid growth of internet usage necessitates understanding how consumers perceive online information sources.
• Traditional media consumption patterns differ significantly from emerging digital platforms.
• Investigating student perceptions provides insights into a key demographic for online marketing.

Purpose of the Study:

• To explore Japanese university students' perceptions of website information.
• To analyze how students categorize and interact with web-site advertisements.
• To determine the influence of website information on consumer purchasing behavior.

Main Methods:

• A survey was administered to 352 Japanese university students.
• Correspondence analysis and cluster analysis were applied to questionnaire responses.
• Quantitative data analysis was used to identify patterns in perception.

Main Results:

• Students view websites as a novel, distinct medium separate from traditional channels.
• Websites are perceived as complicated, intellectual, impermanent, and not memorable.
• Precise information is acquired from websites, but it does not impact purchase decisions.

Conclusions:

• Website information is perceived differently from traditional media by students.
• The perceived complexity and impermanence of websites may hinder their effectiveness in driving purchases.
• Further research is needed to bridge the gap between information acquisition and consumer action online.