消費者の購買動機を喚起する活動のモデル化とシステム思考的考察-店頭でのPOP広告による感性情報に着目して-

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This paper discusses causalities between kansei information and consumer buying behavior and actions a firm can take knowing that kansei information influences such behavior. We regard information transmitted through point-of-purchase advertisements (POP ADS) at retail stores as one of the factors that incentivize customers to make purchases. Our focus is on kansei information, which is the result of cerebral processing of information obtained through the five senses, leading to a positive affect. Since 2000, we have conducted research into the effects of kansei information on consumer buying behavior in various industries in Japan. Based on observations of such effects as well as firms' marketing and sales activities, we have modeled the process in which purchases are generated by the presentation of kansei information. And we have explored a way to build a systems dynamics model centering on the effects of kansei information. In this paper, focusing on "Kansei information" sent by POP ADS, at first, we explain our model named "Kansei information-Buying behavior model". And we explain causal relationships using a systems thinking approach, and construct causal loop diagrams. Making comparisons with the model and the causal loops, we also examine an experiment from an actual retail store which takes advantage of kansei information in an attempt to increase customer buying motivation.
2010-10-30