Researcher Database

（Last updated : 2023-03-18 21:50:52）

KIKUMORI MAI

Department / Course College of Business Administration Department of Business Administration

Title / Position Associate Professor

Academic background
1.	2013/04～2016/03	Doctoral Program (2nd Semester) │ Marketing │ Business and Commerce │ Keio University │ Completed (Commerce)
2.	2011/04～2013/03	Master Course │ Graduate School, Division of Commerce │ Keio University │ Completed M.A. in Marketing (Commerce)
3.	2007/04～2011/03	Faculty of Business and Commerce │ Keio University │ Graduated (Commerce)

Business career
1.	2017/04 ～	Associate Professor │ Faculty of Business Administration, │ Ritsumeikan University
2.	2016/04 ～ 2017/03	Assistant Professor │ Department of Marketing, Faculty of Business Administration, │ Toyo University

Research activities
1.		Japan Society of Marketing and Distribution
2.		Japan Association for Consumer Studies
3.		Japan Institute of Marketing Science

Subject of research
1.	Effects of Electronic Word of Mouth (e-WOM) on Consumer Behavior
2.	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.

Present specialized field
Commerce (Keyword：Marketing, Consumer behavior, Word of Mouth(WOM), Electronic word of mouth(e-WOM), Consumer-generated information,Social interaction)

Papers
1.	2023/01/10	Word-of-Mouth in Business-to-Business Marketing: A Systematic Review and Future Research Directions │ Journal of Business & Industrial Marketing │ 38 (13),pp.45-62 (Co-authored)
2.	2020/06	The Impact of Cultural Customization on the Ease of Use of Global Companies’ Web Sites │ 40 (1),pp.56‐67 (Co-authored)
3.	2017/07	High-NFU (Need for Uniqueness) Consumers’ Intention to Generate WOM about Luxury Goods │ Global Fashion Management Conference at Vienna Proceedings │ ,pp.131-132 (Co-authored)
4.	2017/06	Consumer Adoption of PC-Based /Mobile-Based Electronic Word-of-Mouth │ Encyclopedia of Information Science and Technology 4th Edition │ ,pp.6019-6030 (Co-authored)
5.	2015/06	Consumer Adoption of Mobile e-WOM Messages │ Encyclopedia of Mobile Phone Behavior │ (1),pp.162-174 (Co-authored)
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Academic conference presentation
1.	2020/11/06	An Assessment of Consumers‘ Store Choice Decisions ㏌ a Multichannel Environment (2020 Global Marketing Conference)
2.	2019/09/26	Individual Differences in Multichannel Shoppers' Preferences for Certain Types of Stores (European Marketing Academy, 2019 Regional Conference)
3.	2019/07/12	Online versus Offline Channel Choice: Consumers Regulatory Focus as a Moderator (Yonsei University Center for Digital Society,The 2 nd International Symposium)
4.	2019/01/19	Effect of Perceived Channel Characteristics on Store Preference and Recommendation (International Marketing Trends Conference 2019)
5.	2018/07/27	Eclipsing Reexamined: The Conditions under Which the Negative Effects of Celebrity Advertisement Are Suppressed (2018 Global Marketing Conference)

Winning science prize
1.	2018/01	International Marketing Trends Conference 2018 Best Thesis Award (International Marketing Trends Conference 2018) (Impacts of Electronic Word of Mouth on Consumer Product/Brand Evaluation)
2.	2017/07	2017 Global Fashion Management Conference Best Conference Paper Premier Award(2017 Global Fashion Management Conference) (High-NFU(Need for Uniqueness) Consumers' Intention to Generate WOM about Luxury Goods)
3.	2017/01	KSMS International Conference 2017 Best Conference Paper Premier Award(KSMS International Conference 2017) (Which Do Multi-channel Shoppers Choose and Recommend: Online or Offline Stores?)
4.	2016/11	KSMS International Conference 2016 Doctoral Dissertation Competition Excellence Award(KSMS International Conference 2016) (Effects of Electronic Word of Mouth (e-WOM) on Consumer Product Evaluation)
5.	2016/01	International Marketing Trends Conference 2016 Best Paper Award(International Marketing Trends Conference 2016) (Are High Need for Uniqueness Consumers Willing To or Not To Recommend Products? Considering Types of the Products and the Receivers)
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External Researcher ID
ORCID ID
0000-0003-1716-9171
Researcher ID