日本語
College of Business Administration  /
Department of Business Administration

 (Female)
 MAI   KIKUMORI  Associate Professor

■Graduate school/University/other
03/2011  Keio University  Faculty of Business and Commerce  Graduated
03/2013  Keio University  Business and Commerce  Marketing  Master's course
07/2016  Keio University  Business and Commerce  Marketing  Doctoral course  Completed
■Academic degrees
M.A. in Marketing (03/2013 Keio University)   Ph.D.in Marketing (07/2016 Keio University)  
■Career history
04/01/2016-03/31/2017  Department of Marketing, Faculty of Business Administration, Toyo University
04/01/2017-  Faculty of Business Administration, Ritsumeikan University
■Academic society memberships
Japan Society of Marketing and Distribution  
Japan Association for Consumer Studies  
Japan Institute of Marketing Science  
■Subject of research
Effects of Electronic Word of Mouth (e-WOM) on Consumer Behavior
Effects of Rewards in e-WOM Campaign on WOM Generation
■Research summary
Effects of e-WOM on Consumer Information Acquisition and Product Evaluation

 Although there has been much discussion about the effects of e-WOM messages, previous studies have simply shown that positive e-WOM messages have positive effects on consumer product evaluation, while negative e-WOM messages have negative effects. Also, most studies have assumed that consumers refer to either positive or negative e-WOM messages. In contrast, my dissertation assumed that consumers refer to both positive and negative e-WOM on a single website simultaneously and found the various effects of the ratio of positive to negative e-WOM on consumer product evaluation. This dissertation contributes to the current understanding of e-WOM effects on consumer behavior by conducting several empirical studies comprehensively.
Study 1 demonstrated positive effects of negative e-WOM messages for hedonic products and for expert reading attribute centric reviews. This implies that consumers form more favorable evaluations when there is a mixture of positive and negative e-WOM messages. Study 2 demonstrated that negative e-WOM messages have a greater positive effect when they are at the top of a website as opposed to the bottom. This result implies that when consumers read negative e-WOM messages before positive e-WOM messages, the negative effects of the negative e-WOM messages can be counterbalanced by the positive effects of the positive e-WOM messages resulting in more favorable attitudes. Study 3 demonstrated that the negative effects of negative e-WOM messages about a brand were diminished when consumers were familiar with the brand. This result extends knowledge about the moderating effects of brand familiarity on traditional WOM to its effects on the ratio of positive to negative e-WOM messages on a single webpage.

In conclusion, this dissertation succeeded in identifying the conditions under which (1) negative e-WOM can have positive effects on consumer product evaluation, (2) positive effects of negative e-WOM can be enhanced, and (3) negative effects of negative e-WOM can be diminished by focusing on various moderators such as product characteristics, review characteristics, and receiver characteristics.
■Research keywords
Word of Mouth(WOM), Electronic word of mouth(e-WOM), Consumer-generated information 
■Research activities   (Even top three results are displayed. In View details, all results for public presentation are displayed.)

Papers
制御焦点がチャネル選択・推奨に及ぼす影響―マルチチャネル・ショッパー行動の分析―  石井隆太・菊盛真衣  マーケティング・ジャーナル  38/ 2, 52-67  09/2018
独自性欲求が口コミ発信行動に及ぼす影響  小野晃典・菊盛真衣  マーケティング・ジャーナル  37/ 3, 22-37  01/2018
High-NFU (Need for Uniqueness) Consumers’ Intention to Generate WOM about Luxury Goods  Akinori Ono, Mai Kikumori, and Haoying Wang  Global Fashion Management Conference at Vienna Proceedings  131-132  07/2017
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Grants-in-Aid for Scientific Research (KAKENHI)
Link to Grants-in-Aid for Scientific Research -KAKENHI-

Academic awards
日本マーケティング学会  マーケティング・ジャーナル ベストペーパー賞  10/2018
International Marketing Trends Conference 2018  Best Thesis Award  01/2018
2017 Global Fashion Management Conference  Best Conference Paper Premier Award  07/2017
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■Teaching experience   (Even top three results are displayed. In View details, all results for public presentation are displayed.)

Courses taught
2019  消費者行動論  Lecture
2019  プロジェクト研究  Seminar
2019  基礎演習  Seminar
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■URL
 https://sites.google.com/site/kikumorimai/
■E-mail
■Research keywords(on a multiple-choice system)
Commerce