Influence of Selection Process on its Result in Product Purchase

Abstract

The purpose of this study is to clarify how the selection process in product purchase affects its result. Specifically, the authors investigated whether the change in selection occurs depending on the order of presenting product attributes the watch as the target. As a result, most of the subjects changed the selection result depending on the presentation order of the product attributes. Next, the authors classified the timepiece using mathematical quantification theory class III and visualized the similarity and the selection process of the watch selected by the subjects. As a result, the authors discussed the subjects’ commitment to products and the influence on selection results by the selection process. In the future, the authors will use the findings of this study to aim for proposals of indicators and scales to quantify consumers’ commitment to products.