New Consumer Behavior Theories From Japan PDF
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Advances in Japanese Business and Economics 27 Akira Shimizu New Consumer Behavior Theories from Japan Advances in Japanese Business and Economics Volume 27 Editor-in-Chief RyuzoSato,C.V.StarrProfessorEmeritusofEconomics,SternSchoolofBusiness,NewYork University,NewYork,NY,USA SeniorEditor KAZUOMINO ProfessorEmeritus,KyotoUniversity;ProfessorofEconomics,DoshishaUniversity ManagingEditors HAJIMEHORI ProfessorEmeritus,TohokuUniversity HIROSHIYOSHIKAWA ProfessorEmeritus,TheUniversityofTokyo;President,RisshoUniversity TOSHIHIROIHORI ProfessorEmeritus,TheUniversityofTokyo;Professor,GRIPS EditorialBoard YUZOHONDA ProfessorEmeritus,OsakaUniversity;Professor,OsakaGakuinUniversity JOTAISHIKAWA Professor,HitotsubashiUniversity KUNIOITO ProfessorEmeritus,HitotsubashiUniversity KATSUHITOIWAI ProfessorEmeritus,TheUniversityofTokyo;VisitingProfessor,InternationalChristianUniversity TAKASHINEGISHI ProfessorEmeritus,TheUniversityofTokyo;Fellow,TheJapanAcademy KIYOHIKONISHIMURA ProfessorEmeritus,TheUniversityofTokyo;Professor,GRIPS TETSUJIOKAZAKI Professor,TheUniversityofTokyo YOSHIYASUONO Professor,OsakaUniversity JUNJIROSHINTAKU Professor,TheUniversityofTokyo MEGUMISUTO ProfessorEmeritus,WasedaUniversity EIICHITOMIURA Professor,HitotsubashiUniversity KAZUOYAMAGUCHI RalphLewisProfessorofSociology,UniversityofChicago Advances in Japanese Business and Economics (AJBE) showcases the work of Japanese and non-Japanese scholars researching the Japanese economy and Japanese businesses. Published in English, the series highlights for a global readership the unique perspectives of Japan’s most distinguished and emerging scholars of business and economics. It covers research of either theoretical or empirical nature, in both authored and edited volumes, regardless of the sub-discipline or geographical coverage, including, but not limited to, such topics as macroeconomics, microeconomics, industrial relations, innovation, regional development,entrepreneurship,internationaltrade,globalization,financialmarkets, technology management, and business strategy. At the same time, as a series of volumeswrittenbyJapaneseandnon-JapanesescholarsstudyingJapan,itincludes research on the issues of the Japanese economy, industry, management practice, andpolicy,suchastheeconomicpoliciesandbusinessinnovationsbeforeandafter the Japanese “bubble” burst in the 1990s. AJBEendeavorstoovercomeahistoricaldeficitinthedisseminationofJapanese economic theory, research methodology, and analysis. The volumes in the series contribute not only to a deeper understanding of Japanese business and economics but to revealing underlying universal principles. Overseen by a panel of renowned scholars led by Editor-in-Chief Professor Ryuzo Sato, AJBE employs a single-blind review process in which the Editor-in-Chief, together with the Managing Editors and specialized scholars designated by the Editor-in-Chief or Managing Editors, rigorously reviews each proposalandmanuscripttoensurethateverysubmissionisavaluablecontribution to the global scholarly readership. All books and chapters in AJBE are indexed in Scopus. More information about this series at http://www.springer.com/series/11682 Akira Shimizu New Consumer Behavior Theories from Japan 123 AkiraShimizu Faculty of Business andCommerce KeioUniversity Minato-ku,Japan ISSN 2197-8859 ISSN 2197-8867 (electronic) Advances in JapaneseBusiness andEconomics ISBN978-981-16-1126-1 ISBN978-981-16-1127-8 (eBook) https://doi.org/10.1007/978-981-16-1127-8 ©SpringerNatureSingaporePteLtd.2021 Thisworkissubjecttocopyright.AllrightsarereservedbythePublisher,whetherthewholeorpart of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission orinformationstorageandretrieval,electronicadaptation,computersoftware,orbysimilarordissimilar methodologynowknownorhereafterdeveloped. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publicationdoesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesareexemptfrom therelevantprotectivelawsandregulationsandthereforefreeforgeneraluse. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained hereinorforanyerrorsoromissionsthatmayhavebeenmade.Thepublisherremainsneutralwithregard tojurisdictionalclaimsinpublishedmapsandinstitutionalaffiliations. ThisSpringerimprintispublishedbytheregisteredcompanySpringerNatureSingaporePteLtd. The registered company address is: 152 Beach Road, #21-01/04 Gateway East, Singapore 189721, Singapore Preface Modern marketing was first introduced to Japan from the United States in the 1950s. Especially as consumers’ disposable income increased with Japan’s rapid economic growth and they were able to choose products according to their own preferences,theconceptofmarketingwasseenasimportantindifferentiatingone’s products from those of other companies, and was adopted by many companies. Japaneseconsumerelectronicsandautomobilemanufacturershavebeensuccessful in their overseas expansions by analyzing consumer preferences and product dis- tribution channels in detail, precisely because they practice marketing. At univer- sities, marketing is considered a core subject, along with business administration and accounting, in faculties such as business administration and commerce, and many young people are studying marketing before entering the workforce. Thus, in Japan, marketing has penetrated companies and consumers in just less than 70 years since it was introduced, and it has achieved a great deal of success both domestically and internationally. However, Japanese marketing research has rarely been introduced to foreign countries or attracted the attention of foreign companies and researchers. This is in contrast to business administration, which, like marketing, was introduced from the United States and is now being studied under the title “Japanese-style management,” and is also attracting attention overseas. In the course of this research, I have learned that there are many phenomena in the Japanese market that cannot be explained by foreign theories and that it is possible to construct a new marketing theory that takes advantage of the charac- teristics of the Japanese market, especially Japanese consumers. With this in mind, this book was originally published by Chikura Shobo in Japanese and has been modified to make it suitable for use overseas. I am very gratefultoChikuraShoboforhiswillingnesstoallowthisbooktobepublishedin English.DuringthewritingoftheEnglishversionofthebook,theprofessorsonthe editorialboardgavemespecificadviceandhelpedmetoelevatethebooktogreater sophistication.Iamgratefultothemfordoingsoandtherebyenablingthebookto be accepted overseas. v vi Preface I am also very grateful to Ryuzo Sato, Editor-in-Chief of the Advances in Japanese Business and Economics book series, for giving me the opportunity to writethisbook.NomatterhowmuchonehasproposedanoriginaltheoryinJapan, it will remain unnoticed by overseas researchers if it has not been published in English.IwouldliketorepayProfessorSatoforhiskindnessbyusingthisbookas an opportunity for me to play an active role overseas. Finally,IamgratefultoJunoKawakamiofSpringerfor herhelp inediting this book. Tokyo, Japan Akira Shimizu Contents 1 Japanese Consumers and Media Usage. . . . . . . . . . . . . . . . . . . . . . 1 1.1 Media Usage Among Consumers. . . . . . . . . . . . . . . . . . . . . . . 1 1.2 The Way Consumers Use Different Media for Different Purposes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 1.3 Changes in Consumer Clusters Over Time . . . . . . . . . . . . . . . . 8 1.4 Conclusion and Future Implication. . . . . . . . . . . . . . . . . . . . . . 13 2 Evolution of the Comprehensive Decision-Making Process: Emergence of Outspoken Consumers . . . . . . . . . . . . . . . . . . . . . . . 17 2.1 Stimulus-Response Model and Information Processing Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 2.2 Significance of a Comprehensive Model of Decision Making That Considers Outspoken Consumers. . . . . . . . . . . . . 21 2.3 Comprehensive Model that Considers the Effect of Word of Mouth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 2.4 Demonstration of the AISAS® Theory. . . . . . . . . . . . . . . . . . . 27 2.5 Situations in Which the Customer Would Like to Influence. . . . 29 2.6 Media Contact that Leads to Satisfaction and Information Sharing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 2.7 Conclusion and Future Implication. . . . . . . . . . . . . . . . . . . . . . 36 3 Measuring the Impact of a Blog: Quantitative and Qualitative Aspects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 3.1 Review of Previous Studies on Consumer Behaviors Related to Information on the Internet . . . . . . . . . . . . . . . . . . . 41 3.2 Quantitative Measurement of the Effect of Blogs . . . . . . . . . . . 45 3.3 Qualitative Measurement of the Effect of Blogs . . . . . . . . . . . . 48 3.4 Conclusion and Future Implication. . . . . . . . . . . . . . . . . . . . . . 54 vii viii Contents 4 Studies on Commitment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 4.1 Current State of Retailing in Supermarkets. . . . . . . . . . . . . . . . 57 4.2 Loyalty and Commitment . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 4.3 Explanation and Analysis of the Data . . . . . . . . . . . . . . . . . . . 62 4.4 Analysis on Customers of Long Sellers . . . . . . . . . . . . . . . . . . 63 4.5 Chronological Change in Affective Commitment . . . . . . . . . . . 67 4.6 Conclusion and Future Implication. . . . . . . . . . . . . . . . . . . . . . 72 5 Mechanism of Attitude Formation for Consumers Who Convey Information. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75 5.1 The ELM Concept . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76 5.2 Direction of the ELM Application . . . . . . . . . . . . . . . . . . . . . . 78 5.3 Explanation of the Analyzed Data . . . . . . . . . . . . . . . . . . . . . . 80 5.4 Analysis Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 5.5 Conclusion and Future Implication. . . . . . . . . . . . . . . . . . . . . . 93 6 Emergence of Communication-Oriented Consumers. . . . . . . . . . . . 97 6.1 The Idea of CRM and Its Development . . . . . . . . . . . . . . . . . . 98 6.2 What Is a “Communication-Oriented Consumer”?. . . . . . . . . . . 102 6.3 Characteristics of Communication-Oriented Consumers. . . . . . . 104 6.4 Purpose of Managing Communication-Oriented Consumers. . . . 110 6.5 Conclusion and Future Implication. . . . . . . . . . . . . . . . . . . . . . 113 7 Research on Uncertain Listeners. . . . . . . . . . . . . . . . . . . . . . . . . . . 117 7.1 Lifestyle Research Is Flourishing. . . . . . . . . . . . . . . . . . . . . . . 118 7.2 Relationship Between Lifestyles and Brands. . . . . . . . . . . . . . . 121 7.3 Possibilities for Constructing Segments Using Brands. . . . . . . . 122 7.4 Data Used to Create the Segments. . . . . . . . . . . . . . . . . . . . . . 124 7.5 Segments and the Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125 7.6 Segments and Brand Evaluations. . . . . . . . . . . . . . . . . . . . . . . 131 7.7 Conclusion and Future Implication. . . . . . . . . . . . . . . . . . . . . . 136 8 Studies on Connoisseurs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141 8.1 Demand Forecast for New Products. . . . . . . . . . . . . . . . . . . . . 142 8.2 Studies on Trendsetters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145 8.3 Mechanism of the Study on Connoisseurs . . . . . . . . . . . . . . . . 150 8.4 Analysis Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152 8.5 Profile of Connoisseurs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158 8.6 Conclusion and Future Implication. . . . . . . . . . . . . . . . . . . . . . 160 9 Brand Rating in the Age of Information Sharing . . . . . . . . . . . . . . 167 9.1 Setting of the Kikimimi Panel . . . . . . . . . . . . . . . . . . . . . . . . . 167 9.2 Brand Rating Using the Kikimimi Panel . . . . . . . . . . . . . . . . . 170 9.3 Effect of Product Line Extension and Its Measurement . . . . . . . 178 9.4 Conclusion and Future Implication. . . . . . . . . . . . . . . . . . . . . . 185 Contents ix 10 A New Decision-Making Process—A Circulating-Type Communications Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189 10.1 What Has Been Clarified in This Chapter Up to This Point. . . . 190 10.2 A New Theory—Toward Circulating-Type Marketing. . . . . . . . 193 10.3 Overview and Results of the Experiment Survey . . . . . . . . . . . 196 10.4 Conclusion and Future Implication. . . . . . . . . . . . . . . . . . . . . . 208 Index .... .... .... .... .... ..... .... .... .... .... .... ..... .... 211
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