購買者研究から使用者研究への焦点のシフト-サービス・ドミナント・ロジックからの含意と研究アジェンダ-

概要

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Although research related to consumers in marketing discipline has a main purpose of presenting prescription for segmenting of consumers (or market), attracting consumers to firm or products, and promoting consumers to purchase, since post-modernistic consumer research and experiential marketing concept has emerged in the marketing discipline in the 1980's, consumer behavior researchers are required to explore the value creation mechanism in customer's use process after purchase. This paper presents research agenda in which researchers examine the behavior of users (mainly product users) from Service-Dominant logic. Research focus is presented to help researchers understand the mechanism of value co-creation through product use process, including several concepts such as perception, motivation, involvement, learning, attitude, life-style, reference group, and social networks.