日本の消費者の米に対する消費行動の変化

──EC市場を通じて──

抄録

　　The purpose of this study was to clarify recent changes in the rice purchasing behavior of Japanese consumers through an analysis of the e-commerce （EC） market, with particular attention on the transformation of market structure and shift in brand perception from an information-based to a meaning-based orientation.　Two hypotheses were established:（1）Japan’s rice EC market functions as a monopolistic competition market characterized by product differentiation;and （2） consumer brand perception is shifting from information-based brand value─derived from objective product attributes─to meaning-based brand value co-created through consumption experience and reviews.

　　To verify these hypotheses, product data were collected from three types of EC platforms─specialized rice stores, direct-from-producer sites and general e-commerce sites─and were analyzed using a hedonic pricing model.　The results showed that attributes such as brand（variety×production area）, certification and small package size have statistically significant effects on prices across all platforms.　These findings support Hypothesis 1 and indicate that the rice EC market indeed functions as a differentiated monopolistic competition market.　Moreover, platform-specific patterns were observed:specialized stores show relatively concentrated price ranges for well-known brands, direct-from-producer sites show wide price dispersion reflecting strong consumer commitment to specific producers and regional identities, and general EC platforms show clear associations between rating patterns and price formation, suggesting an active role of reviews in shaping perceived value.　Taken together, these results support Hypothesis 2, demonstrating that brand meaning in the rice EC market is increasingly constructed through consumer experiences and post-purchase evaluations.

　　Based on these findings, three strategic implications for the rice industry can be identified.　First, flexible branding strategies tailored to channel-specific consumer characteristics are essential─for example, emphasizing reliability and consistency in specialty channels, while highlighting producer narratives and regional identity in channels where individuality is valued.　Second, consumer reviews should be regarded not merely as “word-of-mouth” but as mechanisms for co-creating brand meaning.　Therefore, encouraging detailed reviews and integrating Social Networking Service platforms can enhance active consumer participation in value formation.　Third, increasing transparency regarding certifications and production processes, expanding 1-2 kg package offerings, and optimizing total payment structures─including both item price and shipping costs─can simultaneously appeal to consumer demands for safety, freshness and convenience.　Overall, in an EC environment characterized by diverse purchasing channels and active redefinition of brand meaning by consumers, adopting flexible and strategic value propositions aligned with channel characteristics are crucial for securing competitive advantage in Japan’s rice market.

JEL Classification:D4, Q13