Consumer research by storytelling based on state transition model

基于状态转移模型的讲故事消费者研究

• 批准号: 23653109
• 负责人: MITSUHARU Watanabe
• 金额: $ 2.08万
• 依托单位: Kanto Gakuin University
• 依托单位国家: 日本
• 项目类别: Grant-in-Aid for Challenging Exploratory Research
• 财政年份: 2011
• 资助国家: 日本
• 起止时间: 2011 至 2013
• 项目状态: 已结题
• 来源: https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-23653109/
• 关键词: 消費者行動; 生活物語; 状態遷移; 因果関係; UML; 商品コンセプト; 二ーズ; コンセプト; AIDMA

This study is to realize "life stories," which explain consumer's judgment regarding why they choose a specific product based on cause/result reasoning. By adopting UML, a global standard, it is expected that structural story data can combine robustness, concreteness of natural language and strictness, universality of mathematical model. That may possibly result some benefits such as coordination between "qualitative analysis and quantitative analysis" and/or "marketing research and advertising story."The applicant has found it is possible to construct a modeling system by using just three kinds among variety of UML diagrams. The result supports the efficiency of the method. This may be because respondents (consumers) who are not specialist on ICT are not good at understanding the meaning of the diagrams, but it is easier for them to response in natural language based on the model structure, then they are more inspired concerning their own needs and or idea.

这项研究是要实现“生活故事”，这解释了消费者关于为什么根据原因/结果推理选择特定产品的判断。通过采用全球标准UML，可以预期结构性故事数据可以结合鲁棒性，自然语言和严格性的具体性，数学模型的普遍性。这可能会导致一些好处，例如“定性分析和定量分析”和/或“市场研究和广告故事”之间的协调。申请人发现，可以通过在各种UML图中仅使用三种建模系统来构建建模系统。结果支持该方法的效率。这可能是因为不是ICT专家的受访者（消费者）不擅长理解图表的含义，但是根据模型结构，他们更容易在自然语言中响应自然语言，那么他们对自己的需求或想法更具启发性。

项目成果

女性向けアパレルブランドのコンセプトの発信受容ギャップ-発信語彙と連想語彙の比較による定性的分析

女装品牌概念的传播/接受差距——通过比较传播词汇和联想词汇进行定性分析

• 发表时间: 2012
• 期刊: 経済系
• 作者: Kudo;H;柳田卓爾;Hideo KUDO;柳田卓爾;渡辺光一
• 通讯作者: 渡辺光一