Research projects

平成19年度はこれまで3年間の先行研究をレビュー論文としてまとめ、その成果は下記の学術論文誌に掲載された。 ・山本晶(2007)「クチコミのキーパーソンとその発見方法」、『マーケティング・ジャーナル』27(3)、125-131.さらに、先行研究から得られた知見をもとに仮説を精緻化し、化粧品のオンライン・コミュニティのデータを用いて実証分析を行った。研究の成果は国内外の学会および研究会や学術誌で成果を報告した。 ・Yamamoto,Hikaru and Yutaka Matsuo (2007) An Empirical Analysis of Difusion through Trust Network, INFORMS Marketing Science Conference 2007,Silgapore. ・山本晶(2007)「消費者間の信頼と購買行動」、情報信頼性講演会、(2007年9月、情報通信機構) ・山本晶・松尾豊(2007)「信頼と製品選好の相互作用」、JIMS「消費者間相互作用とダイナミクス」研究部会、(2007年9月、構造計画研究所) また、消費者調査とブログの行動履歴データを用いて実証分析を行った。研究の成果は国内外の学会や学術誌で報告した。 ・山本晶「インフルエンサーの発見とクチコミの効果」『日本商業学会第57回全国大会』(2007年5月、甲南大学) ・Matsumura,Naohiro,Yarnamoto,Hikaru,and Daisuke Tomozawa (2008) Finding Influencers and Consumer Insights in the Blogosphere,International Conference on Weblogs and Social Media (ICWSM),pp.76-83,Seattle,USA.

This research focused on the mechanism of personal influence in consumer purchase behavior. The topics examined are ; (1) optimal relationship between the sender and the receiver of word-of-mouth, (2) identification of "influentials" and their role, (3) bidirectional relationship between product preference and trust among consumers, (4) conditions under which the personal influence occurs, and (5) the monetary value of personal influence.

The aim of this research to understand the mechanism of customer engagement behavior in online and offline environment. Customer engagement behavior is defined as customer’s behavioral manifestations that have a brand or firm focus, beyond purchase, resulting from motivational drivers. To get deeper insight into engagement behavior in online environment, we identified various components of engagement behavior and calculated engagement value of users in mobile SNS. Past research suggests that engagement value is a combination of different aspects of customer behavior. Using the dataset provided by mobile social networking site, we calculate three components of customer engagement value. Also, we identified the relationships between different components of engagement value. For the engagement behavior in offline environment, we conducted experiment in supermarket to understand the drivers to enhance engagement behavior.

The aim of this research is to incorporate the social factor with the customer purchase database and calculate the monetary value of each customer and his or her network. In previous research, the value of the customer is often estimated using the purchase history, but the network value is neglected. In the field of computer science, the value of the network is evaluated via the network structure, but not much attention is paid to the economic aspect of each node. The contribution of the research are: understanding the effect of word-of-mouth on new customer acquisition, calculating the value of customer and his or her network in social media, and gaining insight into consumer's engagement behavior on social media.

To reveal the mechanism of influence diffusion in real world, we first collected hundreds of cases of "shikake", a trigger for behavior change. Then we randomly selected 120 cases and deeply analyzed the mechanism from various points of view, such as engineering, design, psychology, communication, interaction, management, etc. What we found through the analysis was that a shikake was composed of physical triggers and psychological triggers. Physical triggers were composed of feedback and feedforward factors, and psychological triggers were composed of individual and social contexts. Furthermore, feedback and feedforward factors were composed of five and two elemental factors respectively, and personal and social contexts were composed of six and three elemental factors.