Abstract
In recent years, with the depopulation of local areas, local stores have been declining in various places. As a solution to this problem, individual communication measures for changing the consciousness and behavior of shopping at local stores are attracting attention. In this study, as an aid to the implementation of communication measures for promoting the use of local stores in Toyokoro town, Hokkaido, (1) we conducted a workshop in which store owners and residents participate for the purpose of understanding the issues of shop owners and residents regarding shopping at local stores in the town, (2) in order to provide effective motivational information to the people of Toyokoro town in the measures, we conducted a national online questionnaire survey and measured the effects of nine types of motivational information. As a result of these survey, first regarding (1), we were able to understand the actual issues of shopping at local stores in the town, and it became clear that many of these issues could be improved by the efforts of the stores. And regarding (2), the attributes of the people for whom each information was effective became clear. In particular, the results show that various information is effective for women and person living with a child, and positive information on health and community is effective for those who shop frequently. It was shown that providing information according to the characteristics of the individual can provide more effective motivation to use local stores.
