人の脳の高次情報処理である「感性」に影響を与え得る情報を「感性情報」と呼ぶ。感性情報によって人の心の中に価値が生じ購買動機が喚起されるプロセスをモデル化した、「感性情報×購買行動モデル」を提示する。またこのモデルに基づき実際のビジネス現場で行った実験を紹介する。例年、年間販売本数が１８本だった日本酒のある銘柄に感性情報による購買動機喚起を行い、初年度の売り上げを大幅に伸ばし、その後６年かけて、１２００本を超えるまでに伸ばした例である。この例では対象顧客が不特定多数ではないことから、それまでこの商品に価値を感じていなかった顧客に価値を生み、価値認識が顧客全体に広がっていった現象ととらえられる。

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This paper is an attempt to describe the causality phenomenon of “Kansei Information” and its affect on buying behavior. We are focusing on information taken in through the five senses and processed within the brain, causing a positive affect, and we refer to this as “Kansei Information”. And since the year 2000, throughout Japan, in various different industries, we have been researching the phenomenon of “Kansei Information” and its affect on buying behavior. Based on our observations of this phenomenon and the marketing and sales activity it results in, we are researching possibility to make a model that relies on the affects of “Kansei Information” as the main component. In this paper we present “Kansei information/Buying behavior model”. And we examine this model by focusing on non-planning purchases in the supermarket. We will also present experiment of actual store fronts which are actually using “Kansei Information” to affect buying behavior. In this case the sales of the product, which had been around 20 pieces a month in previous years, dramatically improved and reached 280 pieces in the first month. Six months afterwards, grew constantly to reach 1,000 pieces a month. And, we examine the possibility of making the simulation model based on this outcome of an experiment.

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This paper is an attempt to describe the causality phenomenon of “Kansei Information” and its affect on buying behavior, and describe how what actions a company takes when transmitting “Kansei Information” can affect a buying behavior.“ What was the motivation for buying?” we suggest that one answer is the “Information” that is transmitted to the customers such as the wording on the POP ads at the store. We are focusing on information taken in through the five senses and processed within the brain, causing a positive affect, and we refer to this as “Kansei Information”. And since the year 2000, throughout Japan, in various different industries, we have been researching the phenomenon of “Kansei Information” and its affect on buying behavior. Based on our observations of this phenomenon and the marketing and sales activity it results in, we are researching possibility to make a model by systems dynamics that relies on the affects of “Kansei Information” as the main component. In this paper we are focusing on the messages from “Kansei Information” in POP ads and direct mail to describe the causality by a systems thinking approach, and we attempt to make causal-loop diagram. We will also present case studies of actual store fronts which are actually using “Kansei Information” to affect buying behavior, and investigate its correlation to the causal-loop diagram.

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　情報活用の進んだ成熟社会では、従来的マーケティングの「新規顧客を発見し、販売成果を上げる」、よりも「長期的な顧客関係を構築し、顧客のロイヤルティを高める」が重要になっている。しかし、製品・サービスのライフサイクル全般にかかわるこれらの活動は、従来のマーケティング部門の担当業務に留まらず、全社挙げての活動にならざるを得ない。
コトラーの提唱する全体論的マーケティングでは、製品・サービスのライフサイクル全般にわたって顧客がどのように自社と関係を持ち、自社との関係からどのような影響を受けるかを様々なデータをもとに分析し、適切なアクションをとる必要があるため、情報システムの効果的な活用が欠かせない。この全体プロセスをモデル化し、効果的な活動とは何かを考察する。

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The purpose of this paper is to model consumer decision-making processes under certain limited conditions from the service engineering viewpoint. Service engineering is a form of academic study designed to enable paradigm shifts in services that take the whole life-cycle of man-made products into consideration and in knowledge-based industrial structures from product-based production structures. It defines services as “actions by providers of services to trigger status changes which receivers or beneficiaries of the services prefer to pay for” and is aimed, as one of the study themes, at visualizing intangibles. In this paper, consumer buying behaviors triggered by information media were modeled as part of a set of studies on quantifying the intangible nature of services. The “service channel for indirectly triggering status changes,” as defined by service engineering, is handled as a “medium for providing emotional values” or a medium for triggering buying behaviors on the part of the consumer. Specifically, postcards (emotional information) were sent to the customers of an existing shop and their subsequent buying behaviors were observed. The consumers who took buying actions were asked to answer a descriptive questionnaire, in the form of a sentence completion test, by writing down the reasons for their purchase decisions. The data were then analyzed by text-mining. The result was the successful creation of a model for consumer decision-making processes under certain limited conditions. The resulting model was found to have a feedback-based structure that takes customer experience into consideration

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The importance of design utilization in corporate management is increasing more and more. Especially in large companies, design is used not only for product design but also for corporate management. On the other hand, local SMEs still do not have a sufficient understanding of design. Therefore, this paper focuses on the utilization of design in local small and medium-sized manufacturing companies.

SMEs have less management resources than large companies. And since it is costly to utilize design, it is often difficult to have a designer in-house, or it is not positive to utilize designers. Therefore, in this research, we will practice the utilization of external designers. In this research, we aim to demonstrate the local version of the design management model by actually practicing matching between manufacturing SMEs and designers and working on the development of new products that utilize design, and at the same time, practice design management in local SMEs. Utilizing an external designer also means matching with the designer’s sensibility, and in this paper, we will practice matching based on this sensibility and consider from the case.

In matching with a normal external designer, the judgment is greatly influenced by the objective information such as the designer’s career, qualification, and award history. Therefore, we created a sheet that describes the QCD information of design personnel and the sensitivity information separately. Then, matching was carried out with priority given to sensitivity. From the practice of matching at TOKOSHA CO., LTD, issues for accumulating case studies in the future were also materialized.

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This study is to induce by the factor analysis the factors of wakuwaku, the positive emotions at work,and to get them structured by the covariance structure analysis. The authors identified five factors composed by twenty-five items as factors of wakuwaku, and then discovered that it is the circulating structure by using the covariance structure analysis. They quantitively validated those factors and its structure by the confirmative factor analysis and the PANAS analysis to prove the efficacy of the structure.

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