ᗈ࿌ồࡵࡽࢀࡿᙺࡘ࠸࡚ࡢ⪃ᐹ
-࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥᐃ⩏ࡢኚ㑄ࡽぢࡿᗈ࿌ຠᯝࡢኚ-୕ 㞝 ୍
The Effect of Advertising Viewed From A Transition of Marketing Communication Definition
Yuichi Mitsui せ᪨ ㏆ᖺࡁࡃኚࡍࡿ࣐࣮ࢣࢸࣥࢢ⎔ቃ࠾࠸࡚ࠊᗈ࿌ࡢᙺࡶࡑࢀకࡗ࡚ኚࡋ࡚࠸ࡿࠋᮏ✏ ࡛ࡣࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡼࡿどⅬࡽࠊࡑࡢᙺࡢኚࢆ᫂ࡽࡋ࡚࠸ࡿࠋ ࡉࡽࠊᗈ࿌ࡼࡿᚰ⌮ኚᐜࢆ⪃࠼ࡿ࠺࠼࡛㔜せ࡞ᴫᛕ࡛࠶ࡿࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡘ࠸࡚ࠊࢥ࣑ ࣗࢽࢣ࣮ࢩࣙࣥㄽࡢどⅬࡽࠊሗࡢᤵཷᙳ㡪ࡍࡿせ⣲ࢆᩚ⌮ࡋࠊᗈ࿌ồࡵࡽࢀࡿᙺࡘ࠸࡚ ከゅⓗ⪃ᐹࢆ⾜ࡗࡓࠋ ࣮࣮࢟࣡ࢻ㸸࣐࣮ࢣࢸࣥࢢ࣭ᗈ࿌ຠᯝࣔࢹ࣭ࣝឤ࣭ᚰ⌮Ꮫ࣭ḟඖㄝ ࡣࡌࡵ ᴗࡢ⾜࠺࣐࣮ࢣࢸࣥࢢάືࡢ࠺ࡕࠊᗈ࿌άືࡣ࣐ࢫ࣓ࢹࡢᙳ㡪ຊࡢపୗࡀᣦࡉࢀࠊࣥ ࢱ࣮ࢿࢵࢺࡢྎ㢌ࠊSNS ࡞ࡢࢿࢵࢺ࣮࣡ࢡࡢᬑཬ࡞ࡀࠊᗈ࿌ࡑࡢࡶࡢࡢᅾࡾ᪉ኚࢆࡶࡓࡽࡋ ࡓࠋࡑ࠺ࡋࡓ௦⫼ᬒࡢኚࡶࠊᗈ࿌άືồࡵࡽࢀࡿᙺࡶኚࡋ࡚࠸ࡿ⪃࠼ࡽࢀࡿࠋ ࣐࣮ࢣࢸࣥࢢࡑࡢࡶࡢ┠ࢆྥࡅ࡚ࡳࡿࠊ⌧௦♫࠾࠸࡚ࠊᕷሙࡢᡂ⇍ࠊᾘ㈝⪅ࢽ࣮ࢬࡢ ከᵝࠊࣥࢱ࣮ࢿࢵࢺࡢᬑཬ࡞ࠊᴗࡢ࣐࣮ࢣࢸࣥࢢάືࢆࡾࡲࡃ⎔ቃࡣࡁࡃኚࡋ࡚ࡁ ࡓࠋࡇࡢࡼ࠺࡞⌧≧ࡘ࠸࡚ 1990 ᖺࡈࢁࡽࠊᚑ᮶ࡢ࣐࣮ࢣࢸࣥࢢᴫᛕຍ࠼࡚ࠊᾘ㈝⪅ᚰ⌮┠ ࢆྥࡅࡿࡇࡀ㔜せどࡉࢀࠊ᪥⮳ࡿࡲ࡛ࠊᾘ㈝⪅ᚰ⌮ࡣ࣐࣮ࢣࢸࣥࢢ࠾࠸࡚㔜せ࡞⨨࡙ࡅ ࡉࢀ⥆ࡅ࡚࠸ࡿ(୕Ꮿ, 2004)ࠋ ࡑࡢࡼ࠺࡞₻ὶࡢ୰࡛ࠊᾘ㈝⪅ࡢ㛵ಀᛶࡽ࣐࣮ࢣࢸࣥࢢࢆᤊ࠼ࡼ࠺ࡍࡿ࣐࣮ࢣࢸࣥࢢ࣭ ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢ㛵ᚰࡀ㧗ࡲࡗ࡚࠸ࡿࠋ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾࠸࡚ࠊᗈ࿌ ࡣᙜึࡽ୰ᚰⓗ࡞ᙺࢆᢸࡗ࡚࠸ࡿࠋAMA ࡣᗈ࿌ࡢᐃ⩏ࢆࠊࠕᗈ࿌ࡣࠊႠᴗࡸ㠀Ⴀ⤌⧊ࠊ ᨻᗓᶵ㛵ࡲࡓࡣಶேࡀࠊ≉ᐃࡢࢱ࣮ࢤࢵࢺ ᕷሙࡸ⫈⾗ᑐࡋ࡚ࠊ〇ရࠊࢧ࣮ࣅࢫࠊᅋయࡲࡓࡣࢹ ࡘ࠸࡚ࠊఏ㐩ࡲࡓࡣㄝᚓࡍࡿࡓࡵࠊ㔞ఏ㐩ࡀྍ⬟࡞፹యࡢࢱ࣒ࡲࡓࡣࢫ࣮࣌ࢫࢆ㉎ධࡋ ࡚ࠊ ࿌▱ࡸㄝᚓⓗ࣓ࢵࢭ࣮ࢪࢆᥖฟࡍࡿࡇ࡛࠶ࡿ1ࠖ㸦AMA, 2008㸧ࡋ࡚࠸ࡿࠋᅇࡢᐃ⩏ࡣ๓ᅇ ࡢ 2004 ᖺᐃ⩏ࡽࢃࡎ 4 ᖺ࡛ࡢኚ᭦࡞ࡾࠊᗈ࿌ࢆྲྀࡾᕳࡃ⎔ቃࡢᛴ㏿࡞ኚࡀఛ࠼ࡿ2ࠋᔱᮧ (2008)ࡼࡿࠊ2004 ᖺᐃ⩏ࡢኚ᭦ࡣ࣐࣮ࢣࢸࣥࢢ࠾ࡅࡿ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ ࡢどⅬࡀ㔜どࡉࢀࡓࡇࡼࡿࡶࡢࡔࡋ࡚࠸ࡿࠋ2008 ᖺᐃ⩏ࢆࡳࡿࠊ2004 ᖺᐃ⩏ẚ㍑ࡋ࡚ࠊ᭷ ᩱ࡞፹య࠸࠺ᩥゝࡀ㝖ࢀࠊᗈ࿌ࡢᙺࡋ࡚࿌▱ࡸㄝᚓ࠸ࡗࡓ㒊ศࡀᙉㄪࡉࢀ࡚࠸ࡿࠋࣥࢱ
ᐢ๔ߦ᳞ࠄࠇࠆᓎഀߦߟߡߩ⠨ኤ ࣮ࢿࢵࢺࡢᬑཬࡼࡾࠊ↓ᩱࡢᗈ࿌፹యࡶ⌧ࢀࡓࡇࡣ 2004 ᖺᐃ⩏ࡢኚ᭦ࢆ᪩ࡵࡓ୍せᅉ࡛࠶ࡿ⪃ ࠼ࡽࢀࡿࠋࡲࡓࠊ༢࡞ࡿሗⓎಙ㈍ಁ㐍ࢆᗈ࿌ࡢᙺࡏࡎࠊ࿌▱ㄝᚓ࠸࠺⾲⌧ኚࢃࡗࡓ Ⅼࡶᗈ࿌ࡢᙺࡢኚࡀఛ࠼ࡿࠋ ࣐࣮ࢣࢸࣥࢢ࠾ࡅࡿ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢ㔜せᛶࡀ㧗ࡲࡿ୰ࠊ࣐࣮ࢣࢸࣥ ࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿᗈ࿌ࡢ⨨࡙ࡅࡸồࡵࡽࢀࡿᙺࡶኚࡋ࡚࠸ࡿࡼ࠺⪃࠼ࡽࢀࡿࠋ ᮏ✏࡛ࡣࡲࡎࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢどⅬࡽᗈ࿌ࡢᙺࡘ࠸࡚⪃ᐹࢆ⾜࠸ࠊᗈ ࿌ࡢ᪥ⓗ࡞ᙺࢆ᫂ࡽࡍࡿࡇࢆ┠ⓗࡍࡿࠋ ຍ࠼࡚ࠊΎỈ(2000)ࡣࠊᵝࠎ࡞ᗈ࿌ࡢᙺࢆඛ⾜◊✲ࡢᐃ⩏ࡽࠊ࿌▱ㄝᚓࡼࡿࢥ࣑ࣗࢽࢣ࣮ ࢩࣙࣥάືࡲࡵ࡚࠸ࡿࠋ࿌▱ㄝᚓ࠸࠺⾲⌧ࡣ AMA ࡢ 2008 ᖺᐃ⩏ྠࡌ࡛࠶ࡿࠋࡑࢀࡽࢆࢥ ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡋ࡚⪃࠼ࡿࡇ㔜せ࡞どⅬࡀ࠶ࡿࡼ࠺ᛮࢃࢀࡿࠋࡑࡇ࡛ࠊᮏ✏࡛ࡣࠊඛ㏙ࡢ ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢどⅬຍ࠼ࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥάືࡋ࡚ࡢᗈ࿌ࡢᶵ⬟ ࡘ࠸࡚ࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥㄽࡢどⅬࡽᩚ⌮ࢆ⾜࠸ࠊᗈ࿌ࡢᙺࡘ࠸࡚ࡑࡢᵓᡂせ⣲ࡸᙳ㡪せᅉ ࡘ࠸࡚⪃ᐹࡍࡿࠋ ᮏ✏ࡢᵓᡂࡘ࠸࡚ࠊࡲࡎࠊ2 ⠇࠾࠸࡚ࠊ࣐࣮ࢣࢸࣥࢢㄽ࠾ࡼࡧ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ ࣮ࢩࣙࣥㄽࡢどⅬࡽࠊࡑࢀࡽࡢᐃ⩏ࡢኚ㑄ࡸ௦⫼ᬒࡽࡑࡢᙺࡢኚࡘ࠸࡚⪃ᐹࡍࡿࠋࡑࡋ ࡚ࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿᗈ࿌ࡢᙺࡘ࠸࡚ᨵࡵ᳨࡚ウࡍࡿࡇࡍࡿࠋ ḟࠊ3 ⠇࠾࠸࡚ࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥㄽࡢどⅬࡽᗈ࿌ࡢᶵ⬟ࢆ⪃ᐹࡍࡿࠋ≉ࠊࢥ࣑ࣗࢽࢣ ࣮ࢩࣙࣥࡢ୰࡛ࡶᗈ࿌ࡢᶵ⬟ࡉࢀ࡚࠸ࡿㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡘ࠸࡚ᩚ⌮ࡋࠊᗈ࿌ࡢᶵ⬟ࢆ⪃ ࠼ࡿ࠺࠼࡛ࡢ㔜せ࡞せ⣲ࢆ᫂ࡽࡍࡿࠋ ᭱ᚋࠊ4 ⠇࡚ࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࠊࡑࡋ࡚ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥㄽࡢࡑࢀࡒ ࢀࡢどⅬࡽぢ࡚ࡁࡓᗈ࿌ࡢᙺࡘ࠸࡚ࠊࡑࡢ᥎⛣ᙳ㡪せᅉࡘ࠸࡚ᨵࡵ࡚ᩚ⌮ࡋࠊ᪥ⓗ࡞ᗈ ࿌ࡢᙺࡘ࠸࡚ࡢ᪂ࡓ࡞どⅬࢆᥦ♧ࡍࡿࡇࢆ┠ⓗࡍࡿࠋ 2. ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢどⅬ࠾ࡅࡿᗈ࿌ࡢᙺ 2.1 ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥᴫᛕࡢኚ㑄 ࣐࣮ࢣࢸࣥࢢࡸ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᐃ⩏ࡸồࡵࡽࢀࡿᙺࡣ௦ࡢ⛣ࡾኚࢃ ࡾࡶኚࡋ࡚࠸ࡿࠋᙜ↛ࠊࡑࢀకࡗ࡚ᗈ࿌ࡢᅾࡾ᪉ࡶኚࡍࡿࡣࡎ࡛࠶ࡿࠋࡑࡇ࡛ࠊᮏ㡯࡛ ࡣࠊ࣐࣮ࢣࢸࣥࢢࠊ࠾ࡼࡧ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢኚ㑄ࡽ⌧௦࠾ࡅࡿᗈ࿌ࡢᅾ ࡾ᪉ࡸồࡵࡽࢀࡿᙺࡘ࠸࡚⪃ᐹࡍࡿࠋ ࣐࣮ࢣࢸࣥࢢ࠾࠸࡚ࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢ㔜せᛶࡀከࡃᣦࡉࢀࡿࡼ࠺ ࡞ࡗࡓ⫼ᬒࡣࠊ࣐࣮ࢣࢸࣥࢢồࡵࡽࢀࡿᙺࡢኚࡀᏑᅾࡍࡿ⪃࠼ࡽࢀࡿࠋࡑࡢኚࡣ࣐࣮ ࢣࢸࣥࢢᴫᛕࡢᐃ⩏ࡢኚ㢧ⴭࡳࡽࢀࡿࠋAMA ࡢᐃ⩏ࡢኚ㑄ࡣ⾲ 1 ࡢࡼ࠺࡛࠶ࡿࠋ 1960ᖺࡣࠊᡓᚋࡢ㔞⏕⏘ࠊ㔞ᾘ㈝ࡢ௦ࡽࠊ㧗ᗘᡂ㛗ᮇ⛣⾜ࡋࠊ〇ရ㛤Ⓨ➇தࡢ⃭ క࠺Ⰻၟရࡸ᭷ᐖၟရࡢቑࡀၥ㢟࡞ࡗ࡚࠸ࡓࠋࡑࡢ୰࡛㢳ᐈ⩏(ࢥࣥࢩ࣮࣐ࣗࣜࢬ࣒)ࡢ⪃࠼ ᪉ࡀ㔜どࡉࢀࡣࡌࡵࠊ࣐ࢿࢪ࣐࣮ࣜࣝࢣࢸࣥࢢࡀ࣐࣮ࢣࢸࣥࢢࢸ࣮࣐ࡢ୰ᚰ࡞ࡗࡓࠋࡇࡢ Ⅼ࡛ࡢ࣐࣮ࢣࢸࣥࢢࡢᐃ⩏ࡣࠊᾘ㈝⪅ࡸ⏝⪅࠸ࡗࡓᑐ㇟ࢆ᫂☜♧ࡋ࡚ࡣ࠸ࡿࡀࠊࡑࡢᙺ ࡘ࠸࡚ࡣࠊ㈈ࡸࢧ࣮ࣅࢫࡢὶࢀࢆ᪉ྥࡅࡿࠊ࠸ࡗࡓ₍↛ࡋࡓࡶࡢࡲࡗ࡚࠸ࡿ(ᮾ, 2007)ࠋ ࡑࡢᚋࠊᕷሙࡢ㣬ࡼࡾࠊᡂ⇍ᕷሙࡢ௦ධࡿࠋᡓ␎ⓗ࣐࣮ࢣࢸࣥࢢࠊࢲࣞࢡࢺ࣐࣮ࢣ ࢸࣥࢢ࡞ࠊ࣐࣮ࢣࢸࣥࢢࡢ⟶⌮ⓗ࡞ពྜ࠸ຍ࠼࡚ࠊᕷሙືྥࡸᾘ㈝⪅≉ᛶࡢᢕᥱ࡞ࢆ࣐
ᷡᴰᅚቇ㒮⍴ᦼᄢቇ⎇ⓥ♿ⷐ㧔╙ภ㧕 ࣮ࢣࢸࣥࢢࡢࡁ࡞ࢸ࣮࣐ࡋ࡚࠸ࡿⅬ≉ᚩࡀ࠶ࡿࠋࢽ࣮ࢬࡢከᵝࡸၟရࡢྠ㉁࡞ࡀ⏕ࡌࠊ 1985ᖺᐃ⩏࠾࠸࡚ࡶ౯್ࡢࡸ㢳ᐈࡢ‶㊊࠸ࡗࡓࠊᾘ㈝⪅どⅬࢆྲྀࡾධࢀࡓᴫᛕࡀྵࡲࢀࠊ࣐ ࣮ࢣࢸࣥࢢࡢᖜᗈ࠸ᑐ㇟ࡸάືࡢᣑࡉࢀࡓゎ㔘ࢆពᅗࡋ࡚࠸ࡿ(㑣㡲, 2005; ᮾ, 2007)ࠋ ⤒῭ࡢࢢ࣮ࣟࣂࣝࠊつไ⦆ࡼࡿ౯᱁㠉ࠊᴗ㈙ࡢάᛶ࡞ࢆ⫼ᬒ 2000 ᖺ௨㝆ࡢ࣐࣮ ࢣࢸࣥࢢ⎔ቃࡣࡾᡭ㈙࠸ᡭࡀඹྠ࡛〇ရ㛤Ⓨࡸࢽ࣮ࢬࡢ᥈⣴ࢆ⾜࠺㛵ಀᛶࣉ࣮ࣟࢳὀ┠ ࡀ㞟ࡲࡿ(ᮾ, 2007)ࠋ 1985 ᖺࡢ๓ᅇᐃ⩏ẚ㍑ࡋ࡚ࠊ2004 ᖺᐃ⩏ࡣ࣐࣮ࢣࢸࣥࢢࡢᙺࢆࠊ౯್ࡢ㐀࣭ఏ㐩࣭ᥦ౪ࠊ ⤌⧊ࡢ㢳ᐈ⟶⌮ࡢࡓࡵࡢ⤌⧊ⓗᶵ⬟ࠊ୍㐃ࡢ㐣⛬࠸࠺Ⅼࢆᙉㄪࡋ࡚࠾ࡾࠊ౯್ࠊ㢳ᐈ㛵ಀ࡞ࡢᴫ ᛕࢆྲྀࡾධࢀࡓࡇࢁࡁ࡞≉ᚩࡀ࠶ࡿゝ࠼ࡿ(㑣㡲, 2005)ࠋ IT ᢏ⾡ࡢ㐍Ṍࢢ࣮ࣟࣂࣝ⤒῭ࡢ㐍ᒎࡸᆅ⌫⎔ቃ࣭ேᶒࡢᬑ㐢ⓗ౯್ࡢ㔜どࡀ࡞ࡉࢀࡿ㏆ᖺࡢ࣐࣮ ࢣࢸࣥࢢ⎔ቃ࠾࠸࡚ࠊࣈࣛࣥࢻ࣐࣮ࢣࢸࣥࢢࠊࣥࢸࢢࣞࢸࢵࢻ࣐࣮ࢣࢸࣥࢢࠊࣥࢱ࣮ ࢿࢵࢺ࣐࣮ࢣࢸࣥࢢࡀ࡞◊✲ࢸ࣮࣐࡞ࡿࠋ2007 ᖺᐃ⩏࠾࠸࡚ࡣࠊࠕ㐀࣭ఏ㐩࣭㓄㐩ࠖ࠸ ࠺ᴫᛕࡣ⥅⥆ࡉࢀࠊ1985 ᖺᐃ⩏࡛⏝ࡉࢀ࡚࠸ࡓࠕࠖ࠸࠺ゝⴥࢆᗘ᥇⏝ࡋ࡚࠾ࡾࠊࠕ♫ యࠖ࠸࠺Ⅼࢆᙉㄪࡋ࡚࠸ࡿࡇࡀ≉ᚩࡔ࠸࠼ࡿࠋࡲࡓࠊ2004 ᖺᐃ⩏࡛᪂ࡓᥦ♧ࡉࢀࡓࠕ㢳ᐈ㛵 ಀࠖࡸࠕᐖ㛵ಀ⪅ࠖ࠸࠺ゝⴥࡣ⏝ࡉࢀ࡚࠸࡞࠸ࠋ2004 ᖺᐃ⩏ࡀ࣐࣮ࢣࢸࣥࢢࡢᶵ⬟ࡸ㐣⛬ ╔┠ࡋ࡚࠸ࡿࡢᑐࡋ࡚ࠊ2007 ᖺᐃ⩏࡛ࡣάືࠊไᗘࠊ㐣⛬ኚࡋ࡚࠸ࡿࠋ2007 ᖺᐃ⩏ࡣ 2004 ᖺ ᐃ⩏ẚ࡚ࡼࡾࡁ࡞࣐࣮ࢣࢸࣥࢢࡢᙺࢆ㔜どࡋ࡚࠸ࡿ࠸࠼ࡿ(㑣㡲, 2009)ࠋ ࣐࣮ࢣࢸࣥࢢᴫᛕࡢኚ㑄ࡣࠊᑐ㇟⪅ࡸࡑࡢ⠊ᅖࢆᣑࡋ࡚࠸ࡃࡶࠊࠕ౯್ࠖ࠸࠺ᾘ㈝⪅ഃ ࡽࡢどⅬࢆ㔜せどࡍࡿ᪉ྥ᥎⛣ࡋ࡚࠸ࡿࠋࡲࡓࠊ1985 ᖺᐃ⩏࡛⏝ࡉࢀࡓࠕࠖ࠸࠺ᴫᛕ ࢆᗘ⏝ࡋ࡚࠸ࡿⅬࡣࠊ୍᪉ྥⓗ࡞ሗࡢⓎಙ࡛⤊ࢃࡿࡇࢆྰᐃࡋࠊሗࡢ᪉ྥᛶࡸᚠ⎔ᛶ 㔜ࡁࢆ⨨ࡃࡼ࠺ኚࡋࡓ࠸࠼ࡿࠋ ࡇࢀࡽ࣐࣮ࢣࢸࣥࢢᴫᛕࡢኚ㑄ࡶ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡶࡑࡢᐃ⩏ࡸᙺ ࡀኚࡋ࡚࠸ࡿࠋ 1960ᖺ௦ࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢ⠊ᅖࡣࠊ࣐࣮ࢣࢸࣥࢢ࣭࣑ࢵࢡࢫࢆᵓᡂࡍࡿ 4ࡘࡢ P(〇ရ㸻Product, ౯᱁ Price, ࣉ࣮ࣟࣔࢩࣙࣥ=Promotion, ὶ㏻㸻Place)ࡢ࠺ࡕࠊࣉ࣮ࣟࣔࢩࣙࣥ 㝈ࡽࢀ࡚࠾ࡾࠊࡢ 3P ࡢሗࢆࣉ࣮ࣟࣔࢩ࣭࣑ࣙࣥࢵࢡࢫࢆ㏻ࡌ࡚ࠊᾘ㈝⪅ఏ࠼ࠊ㟂せࢆႏ㉳ ࡍࡿࡇࢆ┠ⓗࡋ࡚࠸ࡓ(Delozier,1971; Webster, 1971)ࠋ
ࡑࡢᚋࠊLauterborn (1990)ࡸ Burnett and Moriarty (1998)ࠊୗᮧ (2004)3ࠊட࣭ࣝࢹ࣮ (2009)4࡞ ࡢᐃ⩏ぢࡽࢀࡿࡼ࠺ࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢάືෆᐜࢆ࣐࣮ࢣࢸࣥࢢ࣭࣑ࢵ ࢡࢫ࡚ࡢィ⏬࣭⟶⌮࣭ᐇ⾜࡛࠶ࡿࡍࡿ◊✲ࡀὶ࡞ࡿࠋࡘࡲࡾࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ ࣮ࢩࣙࣥࡣࠊࡑࡢ⠊ᅖࢆ࣐࣮ࢣࢸࣥࢢྠࡌࡃࡋࠊ࣐࣮ࢣࢸࣥࢢయࢆࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢど Ⅼࡽࡽ࠼ࡿࡇࢆ㔜せどࡋࡓࡢ࡛࠶ࡿࠋ 1980 ᖺ௦ᚋ༙ࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ◊✲ࡢ୰ᚰࡣ⤫ྜᆺ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗ ࢽࢣ࣮ࢩࣙࣥ㸦௨㝆ࠊIMC㸧࡞ࡗࡓࠋࣉ࣮ࣟࣔࢩ࣭࣑ࣙࣥࢵࢡࢫࢆ⤫ྜⓗ⪃࠼ࠊໟᣓⓗ࡞ࢥ࣑ࣗ ࢽࢣ࣮ࢩࣙࣥィ⏬ࡢ㔜せᛶࡸࡑࡢຍ౯್㔜ࡁࢆ⨨ࡃഴྥኚࡋࡓࡢ࡛࠶ࡿ(ᮾ, 2007)ࠋ 2000 ᖺ௦ධࡿࠊࣈࣛࣥࢻ࢚ࢡࢸࡢ⪃࠼᪉ࢆྲྀࡾධࢀࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙ ࣥࡣࠊᾘ㈝⪅ሗࢆ࠼ࡓ⤖ᯝࠊㄝᚓࡋࠊ㉳ࡉࡏࡿᡭẁ࡛࠶ࡾࠊࡘࡲࡾࠊᾘ㈝⪅ࡢグ᠈ෆࣈࣛ ࣥࢻࢆᵓ⠏ࡋࠊࣈࣛࣥࢻᑐࡍࡿዲࡲࡋࡃࠊࣘࢽ࣮ࢡ࡞ᗮീࢆ⤖ࡧࡘࡅࡿࡇࢆ┠ⓗࡋ࡚࠸ࡿ 㸦Keller, 1998㸧ࠋ
ᐢ๔ߦ᳞ࠄࠇࠆᓎഀߦߟߡߩ⠨ኤ
2000 ᖺ௦ᚋ༙ࡣࠊIMC ࡢᙺࢆࠊᾘ㈝⪅ࠊᚑᴗဨࠊࡑࡢࡢ♫ෆእࡢ㛵ಀ⪅ࢆᑐ㇟ࡋ࡚ࠊ᫂ ☜࡞┠ⓗࡢࡶࠊ ᐃྍ⬟࡛ࠊㄝᚓ࠶ࡿࣈࣛࣥࢻࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢ⏬ࠊᒎ㛤ࠊᐇ⾜ࠊホ౯࡛࠶ ࡿࠊࡋ࡚࠸ࡿ(Schultz and Kitchen, 2000㸧ࠋᑐ㇟⪅ࡀᾘ㈝⪅ࡔࡅ࡛࡞ࡃࠊ㛵ಀ⪅ᇦᗈࡀࡾࠊࡲࡓࠊ ᐃྍ⬟ࠊホ౯࠸ࡗࡓᩥゝࡽࡶࣇ࣮ࢻࣂࢵࢡࢆᙉࡃព㆑ࡋࡓࡶࡢኚࡋ࡚࠸ࡿࡇࡀ࠺ࡀ ࠼ࡿࠋ ࣐࣮ࢣࢸࣥࢢࡀࡑࡢᑐ㇟ࡸ⠊ᅖࢆᣑࡋ࡚࠸ࡿࡢకࡗ࡚ࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙ ࣥࡶࠊᑐ㇟ࡍࡿࡢࡣࠊ㢳ᐈࠊᚑᴗဨࠊࡑࡢࡢ㛵ಀ⪅ᗈ⠊࡞ࡶࡢኚࡋ࡚࠸ࡿࠋຍ࠼࡚ࠊ㏆ ᖺࡢ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡣㄝᚓࡸࣈࣛࣥࢻࡢᙉ࠸࠺ᾘ㈝⪅ࡢᚰ⌮ⓗኚࢆ┠ⓗ ࡋ࡚࠾ࡾࠊ࣐࣮ࢣࢸࣥࢢ࠾࠸࡚ᾘ㈝⪅どⅬࡢ㔜せどࡀࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙ ࣥࡢ㔜せᛶࢆ㧗ࡵ࡚࠸ࡿ⪃࠼ࡽࢀࡿࠋࡲࡓࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩ࡛ࣙࣥࡣࠊᑐ㇟⪅ࡢ ᛂࡢホ౯ࡸ ᐃࢆᙉㄪࡋ࡚࠾ࡾࠊࣇ࣮ࢻࣂࢵࢡࡢഃ㠃ࢆ㔜せどࡋ࡚࠸ࡿࡳࡽࢀࠊ࣐࣮ࢣࢸࣥ ࢢ࠾ࡅࡿࡢᴫᛕ㛵ಀࡍࡿࡶࡢ⪃࠼ࡽࢀࡿࠋ࣐࣮ࢣࢸࣥࢢᴫᛕࡢኚ㑄కࡗ࡚࣐࣮ࢣࢸ ࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥᴫᛕࡶኚࡋ࡚࠾ࡾࠊࡑࡢኚࡣ࣐࣮ࢣࢸࣥࢢ࠾ࡅࡿ㔜せᛶࢆ௦ ࡶ㧗ࡵ࡚࠸ࡿ࠸࠼ࡿࠋ ௨ୖࠊࡇࡇࡲ࡛ᩚ⌮ࡋ࡚ࡁࡓ࣐࣮ࢣࢸࣥࢢ࠾ࡼࡧࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢኚ㑄 ཬࡧࠊࡑࡢ௦⫼ᬒࢆࡲࡵࡓࡶࡢࡀ⾲ 2 ࡛࠶ࡿࠋ௨ୖࡢࡇࡼࡾࠊᚑ᮶ẚ㍑ࡋ࡚ࠊ᪥ࡢ࣐࣮ࢣ ࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ௨ୗࡢ≉ᚩࡀぢ࡚ࢀࡿ ࣭࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿᑐ㇟ࡣ㢳ᐈࡔࡅ࡛࡞ࡃᴗࡢ㛵ಀ⪅ࢆྵࡴഴྥ ࠶ࡾࠊᑐ㇟ࢆࡼࡾᗈ⠊ᐃࡋ࡚࠸ࡿࠋ ࣭࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩ࡛ࣙࣥࡣࠊཷࡅᡭࡢᛂࢆ ᐃࡋࠊホ౯ࡍࡿ࠸࠺ࣇ࣮ࢻࣂࢵ ࢡࡢ㐣⛬ࢆᙉㄪࡋ࡚࠾ࡾࠊሗࡢᚠ⎔ᛶࢆ㔜せどࡋ࡚࠸ࡿࠋ ࣭࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡣᚑ᮶ࡢࡼ࠺࡞༢࡞ࡿሗఏ㐩ຍ࠼࡚ࠊㄝᚓࡸ࣓࣮ࢪࡢ ᙧᡂࠊࣈࣛࣥࢻࡢᙉ࠸࠺ᾘ㈝⪅ࡢᚰ⌮ⓗഃ㠃ࡢኚࡀ㔜せ࡞┠ⓗࡉࢀ࡚࠸ࡿࠋ ௨ୖࡢࡼ࠺ࠊ࣐࣮ࢣࢸࣥࢢࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡶࠊࡑࡢ⠊ᅖࢆάື క࠺㛵ಀ⪅యᗈࡆ࡚࠸ࡿࠋࡉࡽࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾࠸࡚ࡣᾘ㈝⪅ࡢᚰ ⌮ⓗഃ㠃ാࡁࡅࡿࡇࢆࡁ࡞┠ⓗࡋࠊሗᑐࡍࡿᛂ ᐃࡢ㔜せᛶࡶቑࡋ࡚࠸ࡿࡇࡀ࠺ ࡀ࠼ࡿࠋ
ᷡᴰᅚቇ㒮⍴ᦼᄢቇ⎇ⓥ♿ⷐ㧔╙ภ㧕
⾲ 1 AMA ࡼࡿ࣐࣮ࢣࢸࣥࢢᐃ⩏ࡢኚ㑄
(ฟᡤ㸸 American Marketing Association(2008) Immediate Release)
ᐃ⩏
ⱥᩥ
㸦 Marketing is 㸧 the performance of business activities that direct the flow of goods and services from producer to consumer or user.
ヂ ࣐࣮ࢣࢸࣥࢢࡣࠊ⏕⏘⪅ࡽᾘ㈝⪅ࡶࡋࡃࡣ⏝⪅ᑐࡋࠊ㈈ ࡸࢧ࣮ࣅࢫࡢὶࢀࢆ᪉ྥࡅࡿᴗάືࡢ㐙⾜࡛࠶ࡿ
ⱥᩥ
㸦 Marketing is 㸧 the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. ヂ ࣐࣮ࢣࢸࣥࢢࡣࠊಶேࡸ⤌⧊ࡢ┠ⓗࢆ‶㊊ࡉࡏࡿࡢ㐀ࡢ ࡓࡵࠊࢹ ࠊ㈈ࡸࢧ࣮ࣅࢫࡢᴫᛕࠊ౯᱁タᐃࠊ㈍ಁ 㐍ࠊὶ㏻ࢆィ⏬ࡋᐇࡍࡿ㐣⛬࡛࠶ࡿࠋ ⱥᩥ
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
ヂ ࣐࣮ࢣࢸࣥࢢࡣࠊ㢳ᐈ౯್ࢆ㐀ࡋࠊఏ㐩ࡋࠊᥦ౪ࡍࡿࡓࡵ ࡢࠊࡑࡋ࡚⤌⧊ࡸࡑࡢᐖ㛵ಀ⪅┈ࢆࡶࡓࡽࡍ᪉ἲ࡛㢳ᐈ㛵 ಀࢆ⟶⌮ࡍࡿࡓࡵࡢࠊ⤌⧊ⓗᶵ⬟࡛࠶ࡾࠊࡲࡓ୍㐃ࡢ㐣 ⛬࡛࠶ ࡿࠋ ⱥᩥ
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large ヂ ࣐࣮ࢣࢸࣥࢢࡣࠊ㢳ᐈࠊ౫㢗ேࠊࣃ࣮ࢺࢼ࣮ࠊࡑࡋ࡚♫ యࡗ࡚౯್ࡢ࠶ࡿᥦ౪≀ࢆ㐀࣭ఏ㐩࣭⛣㏦࣭ࡍࡿࡓࡵ ࡢάືࠊ୍㐃ࡢไᗘࠊࡑࡋ࡚ࡑࡢ㐣⛬࡛࠶ࡿࠋ 1960ᖺᐃ⩏ 1985ᖺᐃ⩏ 2004ᖺᐃ⩏ 2007ᖺᐃ⩏
ᐢ๔ߦ᳞ࠄࠇࠆᓎഀߦߟߡߩ⠨ኤ ᖺ௦ 䝬 䞊 䜿 䝔 䜱 䞁 䜾 ᛮ ༊ ศ ௦ ⫼ ᬒ 䝬 䞊 䜿 䝔 䜱 䞁䜾 䝔 䞊 䝬 䝬 䞊 䜿 䝔 䜱 䞁䜾ᐃ⩏ 䝬 䞊 䜿 䝔 䜱 䞁 䜾 䝁 䝭䝳䝙 䜿 䞊 䝅 䝵 䞁㛵 㐃ᐃ⩏ 㻝㻥㻡㻜 䡚 ᭱ ᴫᛕᙧ ᡂᮇ 䞉 㔞⏕ ⏘䞉 㔞 ᾘ ㈝ 䛾 ௦ 䞉 ᪂〇ရ 㛤Ⓨ 䛾ά Ⓨ 䞉 䝬 䞊 䜿 䝔 䜱 䞁䜾 䝬 䝛 䝆 䝯 䞁䝖 㻝㻥㻢㻜 䡚 ᕪ ูᮇ 䞉 ⤒῭䛾 㧗ᗘ ᡂ㛗 ᮇ 䞉 〇ရ㛤 Ⓨ➇ த䛾 ⃭ 䛻 క 䛖 Ⰻၟရ 䚸 Ḟ 㝗 ၟရ 䚸᭷ ᐖၟရ 䛾ቑ 䞉䝁 䞁 䝅 䝳 䞊 䝬䝸 䝈 䝮 䛾 ྎ㢌 䞉䝬䝛 䝆 䝸 䜰 䝹 䝬䞊 䜿 䝔 䜱 䞁 䜾 䝬 䞊 䜿 䝔 䜱 䞁 䜾䛿䚸 ⏕⏘⪅ 䛛䜙ᾘ㈝⪅ 䜒䛧 䛟 䛿 㟂せ ᐙ䛻 ᑐ 䛧 䚸㈈ 䛸 䝃 䞊 䝡 䝇 䛾 ὶ 䜜 䜢 ᪉ ྥ 䛡 䜛 ᴗ ά ື 䛾 㐙 ⾜ 䛷 䛒 䜛 䚹 㻔㻝㻥 㻢㻜ᖺ 䜰 䝯 䝸 䜹 䝬䞊 䜿 䝔 䜱 䞁 䜾 ༠ 㻕 䝥 䝻 䝰䞊䝅䝵䞁 䛿 䚸 䝬 䞊䜿 䝔 䜱 䞁 䜾 䝭 䝑 䜽 䝇 䜢 ᵓ ᡂ 䛩 䜛 ᅄ 䛴 䛾 㻼 䛾 ୍䛴 䛷 䛒 䜚 䚸 䛾 㻟 㻼 せ⣲ 㻔〇 ရ䠙 㻼 㼞㼛 㼐㼡 㼏 㼠䚸౯ ᱁䠙 㻼 㼞㼕㼏 㼑 䚸 ὶ ㏻ 䝏 䝱 䝛 䝹 䠙㻼 㼘㼍 㼏 㼑 㻕䛻 㛵䛩 䜛 ሗ 䜔 䜰 䜲 䝕 䜰 䜢 䚸 ᗈ࿌ 䚸㻿 㻼 䚸 ே ⓗ ㈍ 䚸 䝟 䝤 䝸 䝅 䝔 䜱 䛺 䛹 䛾 䝒 䞊 䝹䜢 ຠᯝ ⓗ䛻 ⤌ 䜏ྜ䜟 䛫䜛 䝥 䝻 䝰 䞊 䝅 䝵 䞁 䝭 䝑䜽䝇 䜢 ㏻䛨 䛶 䚸 ᑐ㇟ ⪅䛻 ఏ 䛘 䚸㟂 せ䜢 ႏ㉳ 䛩 䜛 ά ື䛷 䛒 䜛 䚹 㻝㻥㻣㻜 䡚 ♫ ⛉ᮇ 䞉䜸 䜲 䝹 䝅 䝵 䝑 䜽 䛻 క 䛖 ≀㉁ ➨୍ ⩏䛾 ぢ┤ 䛧 䞉 ᴗ䛾 ♫ ⓗ㈐ ௵䛾 ቑ 䛸 ♫ྥ 䛡 ά ື 䛾 ᚲせ ᛶቑ 䞉䝋 䞊 䝅 䝱 䝹 䝬䞊 䜿 䝔 䜱 䞁 䜾 䞉䝬䜽 䝻 䝬 䞊 䜿 䝔 䜱 䞁 䜾 䝬 䞊 䜿 䝔 䜱 䞁 䜾 䝁 䝭䝳䝙 䜿 䞊 䝅 䝵 䞁䛸 䛿 ၟရ䚸 䝃 䞊 䝡䝇 䚸 䛭 䛾ၟ ရ 䜢 〇㐀 䛧 䛯 ᴗ 䛻 㛵 䛩 䜛 ᾘ㈝ ⪅䛸 䛾 ព䛾 ඹ᭷ 䛷 䛒 䜛 䚹 䠄㼃 㼑㼎 㼟㼠 㼑㻘 㻝㻥㻣 㻝㻘 㼜㻟㻡㻚 㻕 ᕷ ሙ䛾䝍 䞊 䝀 䝑 䝖 䛾 䛖 䛱 䛷 䜒 ᴗ䛾 ồ䜑 䜛 ᛂ䜢 ႏ ㉳ 䛧 䛖 䜛 ᕷ ሙ 䝍 䞊 䝀 䝑䝖 䛻 ᑐ 䛧 䛶 䚸⤫ ྜ 䛥 䜜 䛯 ่ ⃭䜢 ᥦ ♧ 䛩 䜛 䝥 䝻 䝉 䝇 䛷 䛒 䜚 䚸 䜎 䛯 ⌧ Ⅼ 䛷 䛾 ᴗ 䛾䝯 䝑 䝉 䞊 䝆 䜢 ಟ ṇ䛧 䚸 䛒 䜙䛯 䛺 䝁 䝭䝳 䝙 䜿 䞊 䝅 䝵 䞁 ᶵ䜢 ☜ㄆ 䛩 䜛 䛣 䛸 䜢 ┠ ⓗ 䛸 䛧 䛶 䚸 ᕷ ሙ䛛 䜙䛾 䝯 䝑 䝉 䞊 䝆䜢 ཷ ಙ 䛧䚸 ゎ 㔘 䛧䚸 䛭 䜜 䛻 ᑐ ฎ 䛩 䜛 䛯 䜑 䛾 䝁 䝭 䝳 䝙 䜿 䞊 䝅 䝵 䞁 䝏 䝱 䝛 䝹 䜢 タ ᐃ 䛩 䜛 䝥 䝻 䝉 䝇 䚹 㻔㻰 㼑 㼘㼛 㼦㼕㼑㻘 㻝㻥㻣㻢㻘 㼜㻚㻝 㻢 㻤 㻚㻕 㻝㻥㻤㻜 䡚 ᡓ␎ ᮇ 䞉 ㇏䛛䛺 ⏕ά䛾 ᐇ⌧ 䛸 ⮳ୖ 䛾㣬 䛻 䜘 䜛 ᡂ ⇍ᕷ ሙ䛾 ௦ 䞉 ⤒῭䛾 ἣ 䞉ᡓ ␎ ⓗ 䝬䞊 䜿 䝔 䜱 䞁 䜾 䞉䝎 䜲 䝺 䜽 䝖 䝬䞊 䜿 䝔 䜱 䞁 䜾 䞉䜾 䝻 䞊 䝞 䝹 䝬䞊 䜿 䝔 䜱 䞁 䜾 䝬 䞊 䜿䝔 䜱 䞁 䜾 䛿 䚸ಶ ே 䛸 ⤌⧊ 䛾┠ ⓗ䜢 ‶ ㊊ 䛥 䛫 䜛 䜢 ฟ 䛩 䜛䛯 䜑 䛻 䚸䜰 䜲 䝕 䜰 䚸 ၟရ 䚸䝃 䞊 䝡 䝇 䛾⪃ 䚸 ౯᱁ 䚸䝥 䝻䝰 䞊 䝅 䝵 䞁 䚸ὶ ㏻䜢 ィ ⏬ 䛧 䚸 ᐇ⾜ 䛩 䜛 䝥 䝻 䝉 䝇䛷䛒 䜛 䚹 㻔㻝㻥㻤㻡ᖺ 䜰 䝯 䝸 䜹 䝬䞊 䜿 䝔 䜱 䞁 䜾༠ 㻕 䝬 䞊 䜿 䝔 䜱 䞁 䜾䛿䚸 㛵 ಀ䛾 ฟ 䞉 ゎ ᾘ䞉 ᅇ 㑊 䛻 㛵 䛩 䜛୍ 㐃䛾 ಶே ⓗ䛺 䛔 䛧 䛿 ♫ⓗ άື 䛷 䛒 䜛 䚹 㻔㻮㼍 㼓㼛 㼦㼦 㼕㻘㻌 㻝㻥 㻤㻡㻚 㻕 ⤫ྜ ᆺ 䝬 䞊 䜿 䝔 䜱 䞁䜾 䝁 䝭 䝳 䝙 䜿䞊 䝅 䝵 䞁 䛸 䛿䚸ᗈ ࿌ 䚸 䝎 䜲 䝺 䜽 䝖 䝬䞊 䜿 䝔 䜱 䞁 䜾 䚸 㻼 㻾 䚸 㻿 㻼 䛸 䛔 䛳 䛯 䛒 䜙 䜖 䜛 䝁 䝭 䝳 䝙 䜿 䞊 䝅 䝵 䞁 ᡭ ἲ 䛾ᡓ␎ ⓗ䛺 ᙺ 䜢 ά䛛䛧 䛶 ⤌ 䜏❧ 䛶 䜙 䜜 䛯 ໟᣓⓗ 䛺 䝁 䝭䝳 䝙 䜿 䞊 䝅 䝵 䞁 ィ⏬䛾 ຍ ౯್ 䜢 ㄆ 䜑 䚸 䛛䛴 䛣䜜䜙䛾ᡭ ἲ 䜢 ྜ య 䛩 䜛 䛣䛸 䛻 䜘 䜚 䚸 ᫂ ᬓ 䛷 ୍⯡ ᛶ䛜 䛒 䜚 䚸᭱ ຠ ᯝ䛾 䝁䝭䝳 䝙 䜿 䞊 䝅 䝵 䞁 ຠ ᯝ 䜢 㐀 䛩 䜛 䛣䛸 䛷 䛒 䜛 䚹 㻔䜰 䝯 䝸 䜹 ᗈ ࿌ᴗ༠ 䚸 㻝 㻥 㻤 㻥 ᖺ㻕 㻝㻥㻥㻜 䡚 㛵 ಀᛶᮇ 䞉 ⤒῭䛾 䜾 䝻 䞊 䝞 䝹 䞉 つไ⦆ 䛻 䜘 䜛 ౯ ᱁ 㠉 䞉 ᴗ㈙ 䛾 άⓎ 䞉 䜾 䝸 䞊 䞁䝬 䞊 䜿 䝔 䜱 䞁䜾 䞉䝸 䝺 䞊 䝅 䝵 䞁 䝅 䝑 䝥 䝬䞊 䜿 䝔 䜱 䞁 䜾 䞉 䝕䞊䝍䝧 䞊䝇 䝬 䞊 䜿 䝔 䜱 䞁 䜾 䞉䜲 䞁 䝔 䜾 䝺 䜲 䝔 䝗 䞉 䝬䞊 䜿 䝔 䜱 䞁 䜾 䝁 䝭䝳 䝙 䜿 䞊 䝅 䝵 䞁 䡡䝤 䝷 䞁 䝗䝬䞊 䜿 䝔 䜱 䞁 䜾 䝬 䞊 䜿䝔 䜱 䞁 䜾 䝁 䝭 䝳 䝙 䜿䞊 䝅 䝵 䞁䛸 䛿䚸 䝤 䝷 䞁䝗 䛻 䛴 䛔 䛶 ᾘ ㈝ ⪅ 䛻 䚸 ┤᥋ ⓗ䚸 䛒 䜛 䛔䛿㛫᥋ ⓗ䛻 䚸 ሗ 䜢 䛘 䚸ㄝ ᚓ䛧 䚸 ㉳ 䛥 䛫 䜛 ᡭ ẁ 䛷 䛒 䜛 䚹 䛩 䛺 䜟䛱 䚸ᾘ ㈝⪅ 䛾グ ᠈ෆ䛻䝤 䝷 䞁 䝗 䜢 ᵓ⠏ 䛧䚸 ᙜ ヱ 䝤 䝷 䞁 䝗 䛻 ᙉ 䛟 䚸 ዲ 䜎 䛧䛟 䚸 䛭 䛧䛶 䝴䝙 䞊䜽 䛺 㐃 䜢 ⤖ 䜃 䛴 䛡 䜛䛣䛸 䛻 䜘䛳 䛶 䚸 䝤 䝷 䞁䝗 䜶 䜽 䜲 䝔 䜱 䛻 ㈉ ⊩ 䛩 䜛 䚹㻔 㻷 㼑 㼘㼘㼑 㼞㻘 㻝㻥㻥㻤㻕 㻞㻜㻜㻜 䡚 䝤䝷 䞁 䝗 ᮇ 䞉 㻵㼀 ᢏ ⾡䛾 㐍Ṍ䛸 䜾 䝻 䞊 䝞䝹 ⤒῭ 䛾㐍 ᒎ 䞉 ᆅ⌫⎔ ቃ䞉 ே ᶒ 䛺 䛹 䛾ᬑ 㐢ⓗ౯ ್䛾 㔜ど 䞉䝤 䝷 䞁 䝗 䝬 䞊 䜿 䝔 䜱 䞁 䜾 䞉䜲 䞁 䝔 䜾 䝺 䜲 䝔 䝑 䝗 䝬䞊 䜿 䝔 䜱 䞁 䜾 䞉䜲 䞁 䝍 䞊 䝛 䝑 䝖 䝬䞊 䜿 䝔 䜱 䞁 䜾 䝬 䞊 䜿 䝔 䜱 䞁 䜾䛿䚸 㢳ᐈ䛻 ౯ ್ 䜢 㐀 䛧 䚸ఏ 㐩䛧 䚸 ᘬ䛝 Ώ䛩 䛯 䜑 䛾 䚸 䛭 䛧 䛶 ⤌ ⧊ 䜔 䛭 䛾 ᐖ㛵 ಀ⪅ 䛻 ┈ 䜢 䜒 䛯 䜙 䛩 ᪉ ἲ䛷 㢳 ᐈ㛵ಀ 䜢 ⟶ ⌮䛩 䜛 䛯 䜑 䛾䚸 ⤌⧊ ⓗᶵ ⬟ 䛷 䛒 䜚 䚸 䜎 䛯 ୍ 㐃䛾 㐣㻌 ⛬䛷 䛒 䜛 㻔㻞㻜㻜㻠ᖺ 䜰 䝯 䝸 䜹 䝬䞊 䜿 䝔 䜱 䞁 䜾 ༠ 㻕 䝬 䞊 䜿 䝔 䜱 䞁 䜾䛸 䛿 䚸 㢳 ᐈ䚸 ౫㢗 ே䚸 䝟䞊 䝖 䝘 䞊 䚸 ♫ య 䛻 䛸 䛳 䛶 ౯ ್ 䛾 䛒 䜛 ᥦ౪ ≀䜢 㐀 䞉 ఏ 㐩䞉 㓄 㐩 䞉 䛩 䜛 䛯 䜑 䛾 άື 䛷 䛒 䜚 䚸 ୍ 㐃 䛾 ไᗘ䚸 䛭 䛧 䛶䝥 䝻 䝉 䝇䛷 䛒 䜛 䚹 㻔㻞㻜㻜㻣ᖺ 䜰 䝯 䝸 䜹 䝬䞊 䜿 䝔 䜱 䞁 䜾 ༠ 㻕 䜲 䞁 䝔 䜾 䝺 䜲 䝔 䝑 䝗 䞉 䝬 䞊 䜿䝔 䜱 䞁 䜾 䝁 䝭䝳 䝙 䜿 䞊 䝅 䝵 䞁 䛿䚸 ᾘ㈝ ⪅ 䚸 㢳 ᐈ 䚸 ₯ᅾ㢳 ᐈ䚸 ᚑᴗ ဨ䚸 ྠ 䛚 䜘 䜃 䛭 䛾䜋䛛 䛾♫ ෆእ 䛾㛵 ಀ ⪅ 䜢 ᑐ ㇟ 䛻 ┠ⓗ 䜢 ᣢ 䛱 䚸 ᐃ ྍ ⬟ 䛷 䚸 ㄝᚓ 䛒 䜛 䝤 䝷 䞁䝗 䝁 䝭 䝳 䝙 䜿 䞊 䝅 䝵 䞁 䜢 ⏬䚸 ᒎ㛤 䚸ᐇ ⾜䚸 ホ౯ 䛩 䜛 ᡓ ␎ ⓗ 䝡 䝆 䝛 䝇䝥 䝻 䝉 䝇䛷䛒 䜛 䚹 㻔㻿 㼏㼔㼡㼘 㼠㼦 㻌㼍 㼚㼐 㻌㻷 㼕㼠㼏㼔㼑 㼚㻘 㻞㻜㻜㻜㻕 ⾲ ࠉࠉ࣐࣮ࢣࢸ ࣥࢢᴫᛕ࣐࣮ࢣࢸࣥ ࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥᴫ ᛕࡢኚ㑄 ฟᡤ㸸ᮾ S S ࢆࡶ➹⪅సᡂ
ᷡᴰᅚቇ㒮⍴ᦼᄢቇ⎇ⓥ♿ⷐ㧔╙ภ㧕 2.2 ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿᗈ࿌ ๓㡯࡛ࡣࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩ࡛ࣙࣥồࡵࡽࢀࡿᙺࡢኚࡘ࠸࡚࣐࣮ࢣࢸࣥࢢ ࠾ࡼࡧ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥᴫᛕࡢኚ㑄ࢆࡶᩚ⌮ࢆ⾜ࡗࡓࠋᮏ㡯࡛ࡣ๓㡯࡛ࡢ▱ ぢࢆࡶࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿᗈ࿌ࡢᙺࡘ࠸࡚⪃ᐹࡍࡿࠋ ᗈ࿌ࡣ࣐࣮ࢣࢸࣥࢢࢆᵓᡂࡍࡿ 4P ࡢ࠺ࡕࡢࣉ࣮ࣟࣔࢩࣙࣥᒓࡍࡿάື࡛࠶ࡿ(▼, 2004)ࠋ࣐ ࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿࣉ࣮ࣟࣔࢩࣙࣥࡢᙺ┠ࢆྥࡅࡿࠊࡘ࡚ࡣ㉎㈙ࡢ ಁ㐍ࢆ࡞┠ⓗ⪃࠼ࡽࢀ࡚ࡁࡓࣉ࣮ࣟࣔࢩ࡛ࣙࣥ࠶ࡿࡀࠊḟ➨ࠊ౯್ࡢࢆಁࡍ 4P ࡢㄪᩚࠊ ࡑࡋ࡚ㄝᚓࡸ㢳ᐈࡢ㛵ಀ࡙ࡃࡾࡑࡢᙺࢆᗈࡆ࡚࠸ࡿ(Ỉ㔝, 2004)ࠋࡘࡲࡾࠊᾘ㈝⪅ࡢᚰ⌮ⓗഃ 㠃࡛࠶ࡿែᗘࡸ⾜ືࡢኚࢆ࡞┠ⓗࡋ࡚࠸ࡿࡢ࡛࠶ࡿ(ஂಖᮧ, 1990)ࠋ ඛ㏙ࡢࡼ࠺࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢ⠊ᅖࡣ࠸ࡲࡸࣉ࣮ࣟࣔࢩࣙࣥࡔࡅ࡛࡞ࡃࠊ࣐ ࣮ࢣࢸࣥࢢࢆᵓᡂࡍࡿ 4P ࡍ࡚ࢆໟྵࡍࡿᴫᛕࡋ࡚ᢅࢃࢀ࡚࠸ࡿࠋ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽ ࢣ࣮ࢩࣙࣥࡢ⠊ᅖࡀࣉ࣮ࣟࣔࢩࣙࣥࡢࡳࡲࡽࡎࠊ࣐࣮ࢣࢸࣥࢢయᗈࡀࡗࡓ୍᪉࡛ࠊඛ㏙ ࡢ࠾ࡾࡑࡢᙺࡣሗࡢཷࡅᡭࡢᚰ⌮ኚᐜࢆ㔜どࡍࡿഴྥ࠶ࡾࠊࣉ࣮ࣟࣔࢩࣙࣥࡢᙺࡣࡼࡾ ࡁࡃ࡞ࡗ࡚࠸ࡿ⪃࠼ࡽࢀࡿࠋ ᗈ࿌ࡣࡇࡢࣉ࣮ࣟࣔࢩࣙࣥࢆᵓᡂࡍࡿࣉ࣮ࣟࣔࢩ࣭࣑ࣙࣥࢵࢡࢫࡢ୍ࡘࡉࢀ࡚࠸ࡿ(▼, 2004) 5 ࠋỤ (2008)ࡣࣉ࣮ࣟࣔࢩ࣭࣑ࣙࣥࢵࢡࢫࢆࡑࢀࡒࢀࡢ≉ᚩຠᯝศࡅᩚ⌮ࡋ࡚࠸ࡿ(⾲ 3)ࠋᗈ࿌ ࡢᙺࡋ࡚㔜せ࡞⨨ࢆ༨ࡵࡿࡢࡣࠊ┤᥋ⓗ࡞㉎㈙ࡢᙳ㡪ࡼࡾࡶࠊᚰ⌮ኚᐜ࠶ࡾࠊࣉ࣮ࣟࣔࢩ ࣙࣥࡢ୰ᚰⓗ࡞ᙺࢆᢸ࠺άື࡛࠶ࡿ࠸࠼ࡿࠋ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢồࡵࡿᙺ ࡋ࡚ࡣࠊᗈ࿌ࡢᶵ⬟ࡣࡴࡋࢁࡑࡢ㔜せᛶࢆቑࡋ࡚࠸ࡿ⪃࠼ࡽࢀࡿࠋ࡛ࡣࠊᗈ࿌ࡢࡶࡘᚰ⌮ኚᐜ ᙳ㡪ࡍࡿᙺࡣࡢࡼ࠺࡞ࡶࡢ࡛࠶ࢁ࠺ࠋ ⾲ 3 ࣐࣮ࢣࢸࣥࢢ࠾ࡅࡿࣉ࣮ࣟࣔࢩ࣭࣑ࣙࣥࢵࢡࢫࡢ≉ᚩຠᯝ 㸦ฟᡤ㸸Ụ㸦2008㸧ࢆཧ⪃➹⪅సᡂ㸧 ᑠᯘ (1983)ࡣࠊඛ⾜◊✲࠾ࡅࡿᗈ࿌ࡢᐃ⩏ࢆᩚ⌮ࡋ࡚࠸ࡿ(⾲ 4)ࠋࡇࢀࡽࡢᐃ⩏ࡢ୰࡛ᗈ࿌ࡢᙺ ࡣࠊሗࡢఏ㐩ࡸែᗘࡢኚ࣭ᡂࠊㄝᚓࠊᾘ㈝⪅‶㊊ࡢᥦ౪࡞ࡉࡲࡊࡲ࡛࠶ࡿࠋᑠᯘ (1983)ࡣ ࡇࢀࡽࡢᐃ⩏ࢆࡲࡵࠊᗈ࿌ࡢᙺࢆࠊၟရ࣭ࢧ࣮ࣅࢫࠊࡑࡋ࡚ࢹࡘ࠸࡚ࡢሗఏάືࠊ ᾘ㈝⪅ࡲࡓࡣ⏝⪅ࡢ‶㊊ࠊࡑࡋ࡚♫ⓗ࣭⤒῭ⓗ⚟♴ࡢቑ࡛࠶ࡿࡋ࡚࠸ࡿ6ࠋࡉࡽࡇࡢᐃ ⩏ᑐࡋ࡚ΎỈ (2000)ࡣࠊᗈ࿌ࡢᶵ⬟ࢆࠕၟရࠊࢧ࣮ࣅࢫࠊࡲࡓࡣࢹࢆࠊᗈ࿌ࢆ᫂☜ࡋ ࣉ࣮ࣟࣔࢩࣙࣥάື ≉ᚩ ຠᯝ ᑐ㇟ࡀከᩘ ࣓ࢵࢭ࣮ࢪࡢఏ㐩 ᑐ㇟ࡀᑡᩘ ࣓ࢵࢭ࣮ࢪࡢ⣽࠸ఏ㐩 ᰂ㌾࡞ᑐᛂ ㉎㈙ࡢ่⃭ ᑐ㇟ࡀከᩘ ಙ៰ᛶࡀ㧗࠸ ᧯సࡀྍ⬟ ᑐ㇟ࡀࡸࡸከᩘ ㉎㈙ࡢ่⃭ ㈍ಁ㐍 ㉎㈙ ᗈ࿌ ᚰ⌮ኚᐜ ேⓗ㈍ ㉎㈙ ࣃࣈࣜࢵࢡ࣭࣮ࣜࣞ ࢩࣙࣥࢬ ᚰ⌮ኚᐜ
ᐢ๔ߦ᳞ࠄࠇࠆᓎഀߦߟߡߩ⠨ኤ ࡚࿌▱ࡋㄝᚓࡍࡿࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥάື (p.9) ࠖࡲࡵ࡚࠸ࡿࠋ ࡇࡢᐃ⩏ࡽࠊᗈ࿌ࡢᙺࢆࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥάືࡋ࡚ᤊ࠼ࡿࡶ࠺୍ࡘࡢどⅬࡀᑟࢀࡿࠋḟ ⠇࡚ᗈ࿌ࡢᙺࡘ࠸࡚ࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥㄽࡢどⅬࡽᗘ᳨ウࡍࡿࡇࡍࡿࠋ ⾲ 4 ඛ⾜◊✲ࡳࡿᗈ࿌ࡢᙺ 㸦ฟᡤ㸸ᑠᯘ, 1983, pp.10-11 ࢆ➹⪅ಟṇ㸧 ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥㄽⓗどⅬ࠾ࡅࡿᗈ࿌ࡢᙺ 3.1 ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᐃ⩏ ᗈ࿌ࡢᙺࡋ࡚ࡢ࿌▱ࡸㄝᚓࡢᶵ⬟ࡘ࠸࡚᫂ࡽࡍࡿࡓࡵࠊᮏ㡯࡛ࡣࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥㄽ ࡢどⅬࡽ᫂ࡽࡍࡿࠋ࡛ࡣࠊࡑࡶࡑࡶࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥㄽ࠾ࡅࡿࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡣఱ ࡛࠶ࢁ࠺ࠋ
Dance and Larson (1976)ࡼࡿࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠸࠺ᴫᛕࡘ࠸࡚ࡣࠊ◊✲㡿ᇦࡸࣉ࣮ࣟ ࢳࡼࡗ࡚ከ✀ከᵝ࡞ᐃ⩏ࡀᏑᅾࡋࠊࡑࡢᩘࡣ 100 ࢆ㉸࠼ࡿゝࢃࢀ࡚࠸ࡿࠋᶫᮏ࣭▼ (1993) ࡼࡿࠊࡑࢀࡽࡢᐃ⩏ࡣࡁࡃ 4 ࡘศ㢮࡛ࡁࡿ࠸࠺ࠋ⾲ 5 ࡣࡑࡢ㸲ࡘࡢ㢮ᆺࡢ≉ᚩࡸᐃ⩏ࢆࡲ ࡵࡓࡶࡢ࡛࠶ࡿࠋ ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᩥ⬦࠾࠸࡚ࡣࠊᴗࡢᾘ㈝⪅ࡢㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙ ࣥ࠸࠺ᤊ࠼᪉ࡀ࡛ࡁࡿࡓࡵࠊᶵᲔㄽᇶ࡙࠸ࡓᐃ⩏ࡀᙜ࡚ࡣࡲࡾࡀࡼ࠸ࡼ࠺ᛮࢃࢀࡿࠋࡋࡋࠊ ㏆ᖺࡢࣥࢱ࣮ࢿࢵࢺࡢᬑཬࡼࡿࠊᴗᾘ㈝⪅ࡢ┦స⏝࡞ࢆ⪃࠼ࡿࠊ┦స⏝ㄽࡢᐃ⩏ Ⓨಙ䛥䜜䜛ሗ ᗈ࿌䛾┠ⓗ 㻾㻚㻴㻚㻌㻯㼛㼘㼘㼑㼥 ሗ䜢ఏ㐩䛧䚸ᗈ࿌㻔୍⯡ⓗ䛻䛿ၟရ䜎䛯䛿䝃䞊䝡䝇䛾㈍ 㻕䛻ᑐ䛩䜛᭷䛺ែᗘ䜢ᡂ䛩䜛䛸䛸䜒䛻⾜Ⅽ䜢ㄏᅉ䛩䜛 㻯㼔㼍㼞㼘㼑㼟㻌㻶㻚㻰㻚 ᾘ㈝⪅䛻ព⩏䛾䛒䜛ၟ ရ䞉䝃䞊䝡䝇䛾㉁䛸䛛䛭 䛾≉ᚩ䚸䛚䜘䜃䜰䜲䝕䜰 ᕥ䛻㛵䛩䜛ሗ䛾ఏ㐩䛷䚸ከ䛟䛾ᾘ㈝⪅䛻ᨭฟ䛿㐺ṇ䛷䛒 䜛䛸ᛮ䛔㎸䜎䛫䜛䜘䛖ㄝᚓ䛩䜛䚸ᗈ࿌ഃ䛛䜙䛩䜜䜀䚸䛣䜜 䛿᭷䞉౯್䛒䜛䜒䛾䛸䛔䛖䛣䛸䛻䛺䜛 㻭㻚㼃㻚㻌㻲㼞㼑㼥 ၟရ䚸䝤䝷䞁䝗䚸䝃䞊䝡 䝇䚸ไᗘ䚸䜰䜲䝕䜰 ே䚻䛻ᕥ䛾䜒䛾䜢▱䜙䛫䚸ዲ䜎䛧䛔ែᗘ䜢ᢪ䛛䛫䜛 㻾㻚㼂㻚㻌㼆㼍㼏㼔㼑㼞 ၟရ䚸䝃䞊䝡䝇䜎䛯䛿䜰䜲 䝕䜰 ၟရ䚸䝃䞊䝡䝇䛺䛹䛾㈍䚸ዲព䛾ᡂ 㻯㻚㻭㻚㻌㻷㼕㼞㼗㼜㼍㼠㼞㼕㼏㼗 ┈䛾᭱䜢ᮇ䛩䜛䛯䜑䛻᭩䛔䛶䛻ᑐ䛧ㄝᚓ䜢䛽䜙䛖 㻺㻚㻴㻚㻌㻮㼛㼞㼐㼑㼚 ၟရ䚸䝃䞊䝡䝇䚸䜰䜲䝕䜰 ၟရ䚸䝃䞊䝡䝇䜢▱䜙䛫䚸㉎ධ䛩䜛䜘䛖ᙳ㡪䜢ཬ䜌䛩䚹䜰䜲䝕 䜰䚸ே䚸䝖䝺䞊䝗䞉䝬䞊䜽䚸ไᗘ䛺䛹䛻ᑐ䛧ዲព䜢ᢪ䛛䛫䜛 ᗈ࿌ጤဨ ၟရ䚸䝃䞊䝡䝇䚸䜰䜲䝕䜰 ᗈ࿌䛾ពᅗ䛻ᚑ䛳䛶⾜ື䛥䛫䜛 㻭㻚㻾㻚㻌㻻㼤㼑㼚㼒㼑㼘㼐㼠㻘㻌㻯㻚㻌㻿㼣㼍㼚 ㄝᚓⓗ㻔䝁䝭䝳䝙䜿䞊䝅䝵䞁㻕 㻹㼍㼡㼞㼕㼏㼑㻌㻵㻚㻹㻚 䜰䜲䝕䜰䚸ၟရ䚸䝃䞊䝡䝇 䛣䜜䜙䛾䝥䝻䝰䞊䝅䝵䞁 㻯㻚㻴㻚㻌㻿㼍㼚㼐㼍㼓㼑㻘㻌㼂㻚㻌㻲䡎䡕㼎㼡㼞㼓㼑㼞㻘 㻷㻚㻾㼛㼠㼦㼛㼘㼘 ㄝᚓⓗ䛺䝁䝭䝳䝙䜿䞊䝅䝵䞁 㻿㻚㼃㼍㼠㼟㼛㼚㻘㻌㻭㻚㻹㻚㻌㻮㼍㼞㼎㼍㼚 ▱䜙䛫䚸ㄝᚓ䛩䜛 㻰㻚㻌㻯㼛㼔㼑㼚 ᴗ┠ᶆ䛾㐙⾜䛻ྜ䛳䛯ၟရ㟂せ䛾㛤Ⓨ䚸ᴗ䜲䝯䞊䝆䛾 ᡂ䚸ᾘ㈝⪅‶㊊䛾ᥦ౪䚸♫ⓗ䞉⤒῭ⓗ⚟♴䛾㛤Ⓨ
ᷡᴰᅚቇ㒮⍴ᦼᄢቇ⎇ⓥ♿ⷐ㧔╙ภ㧕 ࡶ୍㒊ྵࡲࢀࡿ⪃࠼ࡿࡇࡶ࡛ࡁࡿࠋ࣐࣮ࢣࢸࣥࢢ࠾ࡅࡿࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᴫᛕ⮬యࡀከ ᵝࡋ࡚࠾ࡾࠊᐃ⩏ࡢ」㞧ᛶࡣቑࡋ࡚࠸ࡿࡼ࠺ᛮࢃࢀࡿࠋࡑࡢࡓࡵࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ ࣮ࢩࣙࣥ࠾ࡅࡿࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࢆᐃ⩏ࡍࡿࡇࡣᐜ࡛᫆ࡣ࡞࠸ࡀࠊࠕ⪅ࢆ⌮ゎࡋࠊࡘ⪅ ࡽࡶ⌮ゎࡉࢀࡼ࠺ࡍࡿࠖⅬࡸࠊࠕᛂࢆᘬࡁฟࡍ㐣⛬ࠖ࠸ࡗࡓᐃ⩏ࡣ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ ࣮ࢩࣙࣥࡢᐃ⩏ࡶᙜ࡚ࡣࡲࡾࡀࡼ࠸⪃࠼ࡽࢀࡿࠋ ୍᪉ࠊࡇࡢࡼ࠺࡞ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥᴫᛕࡢከᵝᛶᑐࡋ࡚ࠊ㎷ (2014)ࡣࡇࢀࡽከࡃࡢᐃ⩏ࢆ㋃ ࡲ࠼ࡓ࠺࠼࡛ࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᐃ⩏ࢆࠕேேࡢ㛫(㛵ಀ㸧࡛ࠖࠊࠕពᅗࢆࡶࡗ࡚࡞ࡉࢀࡿࠖࠊ ࠕሗఏ㐩ࡢࠊႠࡳ࣭㐣⛬࡛࠶ࡿࠖ࠸࠺ 3 Ⅼࡢ≉ᚩࢆᣢࡘࡶࡢࡋ࡚࠸ࡿ(p.4)7ࠋ࣐࣮ࢣࢸࣥࢢࡢ ᩥ⬦࡛⪃࠼࡚ࡳࡿࠊࠕேேࡢ㛫(㛵ಀ㸧ࠖࡘ࠸࡚ࡣࠊ࣐࣮ࢣࢸࣥࢢࡢయࡣᴗ࡛࠶ࡿࡓ ࡵࠊࠕே(ࡲࡓࡣᴗ)ᾘ㈝⪅(ࡲࡓࡣᴗ)ࡢ㛫(㛵ಀ㸧ࠖࠊࡍࡿ᪉ࡀጇᙜ࡛࠶ࢁ࠺ࠋ
ࡲࡓࡇࡢᐃ⩏࡛ࡣࠊ↓ពᅗ࡞ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࢆ㝖እࡋ࡚࠸ࡿⅬ࡛ࠊDance and Larson (1976)࡛
ᣲࡆࡽࢀࡓᐃ⩏ࢆໟᣓࡋ࡚࠸ࡿࡣゝ࠸ࡃ࠸ࡀࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾࠸࡚ࡣࠊ ពᅗⓗ࡞ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡀ㆟ㄽࡢ୰ᚰ࡞ࡿࡢ࡛ཷᐜ࡛ࡁࡿࠋ ୖグࡢࡇࡽࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥᴫᛕࢆᐃ⩏ࡍ ࡿࡢ࡛࠶ࢀࡤࠊࠕே(ࡲࡓࡣᴗ)ᾘ㈝⪅(ࡲࡓࡣᴗ㸧ࡢ㛫(㛵ಀ㸧࡛ࠖࠊࠕពᅗࢆࡶࡗ࡚࡞ࡉࢀࡿࠖࠊ ࠕሗఏ㐩ࡸ┦⌮ゎࠊᛂࢆᘬࡁฟࡍႠࡳ࣭㐣⛬ࠖᐃ⩏ࡍࡿࡇࡀ࡛ࡁࡿࠋ ⾲ 5 ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥᐃ⩏ࡢ㢮ᆺ (ฟᡤ㸸ᶫᮏ࣭▼ (1993) ࢆࡶ➹⪅సᡂ㸧 ⫼ᬒ䛻䛒䜛⌮ㄽ ≉ᚩ ᐃ⩏ ពᅗᛶ ┦స⏝ㄽ 䝁䝭䝳䝙䜿䞊䝅䝵䞁䜢ே㛫䞉♫ 㛵ಀ䛾ᇶ♏䛸䛺䜛䜒䛾䛸䛧䛶ᤊ 䛘䚸䝁䝭䝳䝙䜿䞊䝅䝵䞁䛻䜘䜛ே 㛫ྠኈ䛾┦స⏝䜢♫䛾ᇶ ᮏ༢䛸䛩䜛どⅬ 䛂䝁䝭䝳䝙䜿䞊䝅䝵䞁䛸䛿䚸⪅䜢⌮ゎ䛧䚸䛛䛴⪅䛛䜙䜒⌮ゎ䛥 䜜䜘䛖䛸䛩䜛㐣⛬䛷䚸≧ἣయ䛾ື䛝䛻ᛂ䛨䛶䚸䝎䜲䝘䝭䝑䜽䛷 ᖖ䛻ኚ䛩䜛ືⓗ䛺䜒䛾䛷䛒䜛䛃 䛂䛔䛜┦䛻స⏝䛧䛶䚸ᑐேⓗ⤫ྜ䛜ᅗ䜙䜜䜛䝥䝻䝉䝇䛃 ពᅗⓗ䛺䜒䛾䛸䛸䜒䛻䚸↓ពᅗⓗ 䛺䜒䛾䜎䛷ྵ䜑䜛䚸ᗈ⩏ゎ㔘ὴ ่⃭㻙ᛂㄝ 䝁䝭䝳䝙䜿䞊䝅䝵䞁䜢Ꮫ⩦⌮ㄽ䛾 ほⅬ䛛䜙ᶵᲔⓗ䛻ᤊ䛘䚸่⃭ 䠉ᛂ䛸䛔䛖ᐇ㦂ⓗ䛺᪉ἲ䛷ㄝ ᚓຠᯝ䛻ᙳ㡪䛩䜛せᅉ䜢ศᯒ䛧 䜘䛖䛸䛩䜛❧ሙ 䛂䝁䝭䝳䝙䜿䞊䝅䝵䞁䛸䛿䚸่⃭䛻ᑐ䛩䜛⏕≀య䛾ᘚูⓗᛂ 䛷䛒䜛䛃 䛂ே㛫䛾䝁䝭䝳䝙䜿䞊䝅䝵䞁䛿ゝື䝅䞁䝪䝹䜢㏻䛧䛶䚸ᛂ䜢ᘬ 䛝ฟ䛩㐣⛬䛷䛒䜛䛃 䛂่⃭䜢䜰䝺䞁䝆䛧䛶䚸⏕≀య䛜ᮃ䜐ᛂ䜢ᘬ䛝ฟ䛩㐣⛬䛷䛒 䜛䛃 ពᅗⓗ䚸ព㆑ⓗ䛺䜒䛾䛾䜏䛻㝈 ᐃ䛧䛯⊃⩏ゎ㔘ὴ ពㄽ ፹య≀䛸䛧䛶䛾グྕ䛜୍ᐃ䛾 ព䜢ᢸ䛔䚸䛭䛾ព䜢┦ᡭ䛻 ఏ䛘䜛㐣⛬䜢䝁䝭䝳䝙䜿䞊䝅䝵䞁 䛰䛸ぢ䛺䛩❧ሙ 䛂䝁䝭䝳䝙䜿䞊䝅䝵䞁䛸䛿ព䜢ồ䜑䜛ດຊ䛷䛒䜛䛃 䛂䝁䝭䝳䝙䜿䞊䝅䝵䞁䛿㻝ே䛾ಶே䛛䜙䜒䛖㻝ே䛾ಶே䛻ព䜢 ⛣䛩㐣⛬䜢ព䛩䜛䛃 䛂䝅䞁䝪䝹䜢㏻䛧䛶䚸䝁䝭䝳䝙䜿䞊䝅䝵䞁ཧຍ⪅䛜ព䜢ඹ᭷䛩 䜛㐣⛬䛷䛒䜛䛃 ពᅗⓗ䛺䜒䛾䛸䛸䜒䛻䚸↓ពᅗⓗ 䛺䜒䛾䜎䛷ྵ䜑䜛䚸ᗈ⩏ゎ㔘ὴ 䝺䝖䝸䝑䜽ㄽ 䜼䝸䝅䜰䞉䝻䞊䝬௦䛾ྂ௦䝺䝖 䝸䝑䜽䛾ほⅬ䛛䜙䝁䝭䝳䝙䜿䞊 䝅䝵䞁䜢ᤊ䛘䜘䛖䛸䛩䜛❧ሙ 䛂䜸䞊䝷䝹䞉䝁䝭䝳䝙䜿䞊䝅䝵䞁䛿䚸㻔㻝㻕ヰ䛧ᡭ䚸㻔㻞㻕䝇䝢䞊䝏䛾୰ 䛻┒䜚㎸䜎䜜䜛䜰䜲䝕䜱䜰䚸䛭䛾ᵓᡂ䚸䛭䜜䜙䛜ᥦ♧䛥䜜䜛䛣䛸 䜀䚸㻔㻟㻕䝁䝭䝳䝙䜿䞊䝅䝵䞁䛾┠ⓗ䚸㻔㻠㻕⫈⾗䠄⪺䛝ᡭ䚸ほᐹ⪅䠅䚸 䛭䜜䛻㻔㻡㻕ヰ䛾≧ἣ䠄䛒䜛≉ᐃ䛾㛫䞉✵㛫ෆ䛾௳䛸ᙳ㡪䠅 䛾せ⣲䛛䜙䛺䛳䛶䛔䜛䛃 䛂䛒䜛≉ᐃ䛾≧ἣ䠄ሙ㠃䠅䛾䜒䛸䛷䚸ಶே䠄⾜Ⅽ⪅䠅䛜䝯䝕䜱䜰 䠄ᡭẁ䠅䜢㑅ᢥ䛧䛯䛖䛘䛷䝅䞁䝪䝹䜢㥑䛧䛶䠄⾜Ⅽ䠅䚸ពᅗ䛥䜜 䛯䛒䜛≉ᐃ䛾┠ⓗ䜢㐩ᡂ䛩䜛䛯䜑䛻䠄┠ⓗ䠅䛩䜛⾜ື䛷䛒䜛䛃 ពᅗⓗ䚸ព㆑ⓗ䛺䜒䛾䛾䜏䛻㝈 ᐃ䛧䛯⊃⩏ゎ㔘ὴ
ᐢ๔ߦ᳞ࠄࠇࠆᓎഀߦߟߡߩ⠨ኤ 3.2 ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢሗఏ㐩㐣⛬ ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࢆ⌮ゎࡍࡿ࠶ࡓࡾࠊࡑࡢሗఏ㐩㐣⛬ࢆ♧ࡍ௦⾲ⓗ࡞ࣔࢹࣝࡀࠊShannon & Weaver (1949)ࡢࣔࢹ࡛ࣝ࠶ࡿ㸦ᅗ 1㸧ࠋሗ※ࡼࡾ࣓ࢵࢭ࣮ࢪࡀⓎ⏕ࡋࠊ㏦ࡾᡭࡀࢩࢢࢼࣝኚࡋ࡚ࠊ ࢳࣕࢿࣝࢆ࠾ࡋ࡚ཷࡅᡭᒆࡅࡿࠋࡑࡋ࡚ࠊཷࡅᡭࡣཷࡅྲྀࡗࡓࢩࢢࢼࣝࢆኚࡍࡿࡇ࡛⌮ゎࡋࠊ ࡑࡢ࣓ࢵࢭ࣮ࢪࡀ᭱⤊ⓗ࡞┠ⓗᆅ฿㐩ࡍࡿ㐣⛬ࢆ♧ࡋ࡚࠸ࡿࠋࡲࡓࠊࢳࣕࢿࣝࢆ㏻ࡍ㝿ࣀࢬ※ ࡼࡾࣀࢬࡀᙳ㡪ࢆ࠼ࡿࡇࡶ♧ࡉࢀ࡚࠸ࡿࠋࡇࡢࣔࢹ࡛ࣝࡣࠊᶵᲔㄽⓗ࡞どⅬࡽࠊࢳࣕࣥࢿࣝ ࡢሗⓎಙ㔞ࣀࢬࡢᙳ㡪㔞ࢆ㔜せ࡞せ⣲ࡋ࡚࠸ࡿࠋ ࡇࡢࣔࢹࣝࢆࡶࠊᵝࠎ࡞ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࣔࢹࣝࡀᥦၐࡉࢀ࡚࠸ࡿࡀࠊከࡃࡢࣔࢹࣝ࠾࠸ ࡚ࠊ㏦ࡾᡭࠊࢳࣕࢿࣝࠊཷࡅᡭࠊࣀࢬࠊࡑࡋ࡚ሗࡢࢩࢢࢼࣝࠊࢩࢢࢼࣝࡢሗ࠸ࡗࡓせ⣲ ࡣኚࢃࡽࡎྵࡲࢀ࡚࠸ࡿ㸦࠼ࡤࠊụ⏣, 2000; ᰩᮌ, 2003; ΎỈ, 2004㸧ࠋ ࡋࡋࠊୖグࣔࢹ࡛ࣝࡣ୍᪉ྥⓗ࡞ሗࡢὶࢀࡢࡳࡀᐃࡉࢀ࡚࠾ࡾࠊඛ㏙ࡢࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ ࡢᐃ⩏࡛ࡳࡽࢀࡓ┦⌮ゎࡸᛂࡢᴫᛕࡀྵࡲࢀ࡚࠸࡞࠸ࠋࡑࡇ࡛ࠊሗࡢὶࢀ╔┠ࡋࠊሗࢆ࣓ ࢵࢭ࣮ࢪ࡞ኚࡍࡿࠕ࢚ࣥࢥ࣮ࢹࣥࢢࠖࠊ࣓ࢵࢭ࣮ࢪࢆඖࡢሗኚࡍࡿࠕࢹࢥ࣮ࢹࣥࢢࠖ ຍ࠼࡚ࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᣢࡘ㔜せ࡞ᶵ⬟ࡋ࡚ࠊཷࡅᡭࡢᛂࢆ᥈⣴ࡍࡿࠕࣇ࣮ࢻࣂࢵࢡࠖ ࡢ 3 Ⅼࢆᐃࡋࡓ௦⾲ⓗࡋ࡚ Benjamin (1986)ࡢࣔࢹࣝࢆ࠶ࡆࡓ࠸㸦ᅗ 2㸧ࠋ ࡇࡢࣔࢹ࡛ࣝࡣࠊ๓⠇࡛ࡳࡓ┦⌮ゎࡸᛂࡢᴫᛕ┦ᙜࡍࡿࣇ࣮ࢻࣂࢵࢡࢆྲྀࡾධࢀ࡚࠾ࡾࠊ ඛ㏙ࡢࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᐃ⩏ࢆ‶ࡓࡍࣔࢹࣝࡋ࡚ࠊᮏㄽ࡛ࡣ Benjamin (1986)ࡢࣔࢹࣝࢆ๓ᥦ ࡋ࡚⪃ᐹࢆࡍࡍࡵ࡚࠸ࡃࠋ࡛ࡣࠊࡇࢀࡽ࡛♧ࡉࢀࡿሗఏ㐩ࡣࡢࡼ࠺࡞せᅉࡀᙳ㡪ࡋ࡚࠸ࡿࡢ࡛ ࠶ࢁ࠺ࠋ すᕝ࣭ᑠ∾ (2002)ࡣࠊ㏦ࡾᡭཷࡅᡭ᪉ࡢࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥάືࠊ⌮ᛶ⥴ࡢ 2 ࡘࡢせ⣲ ࢆᙳ㡪せᅉࡋ࡚ᣲࡆ࡚࠸ࡿࠋヰࡋᡭࡗ࡚ࠊ࡛⥅⥆ⓗ࡞ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢࡓࡵࡣࠊ⌮ ᛶࡼࡗ࡚ࠊࡑࡢ⨨ࢀ࡚࠸ࡿ≧ἣࡸㄢ㢟ࠊ⪺ࡁᡭࡢ㛵ಀࢆ⌮ゎࡍࡿᚲせࡀ࠶ࡿࠋࡉࡽࠊヰ ࡋᡭࡢ⪃࠼ࢆ⪺ࡁᡭཷࡅධࢀࡉࡏࡿࡓࡵࡶ⌮ᛶࡀᚲせ ࡛࠶ࡿࠋ⪺ࡁᡭࢆㄝᚓࡍࡿࡓࡵࡣࠊ⪺ࡁᡭ⣡ᚓࡉࢀࡿࠊࡶࡋࡃࡣಙ㢗ࡉࢀࡿࡼ࠺࡞⌮ᛶⓗ࡞ࢥ࣑ ࣗࢽࢣ࣮ࢩࣙࣥࡀồࡵࡽࢀࡿࡢ࡛࠶ࡿࠋࡋࡋࠊ⌮ᛶࡣ⥴ࡢ┦ᙳ㡪ࡋ࠶࠸࡞ࡀࡽᏑᅾࡋ࡚࠸ ᅗ 1 ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢሗఏ㐩ᴫᛕᅗ
ᷡᴰᅚቇ㒮⍴ᦼᄢቇ⎇ⓥ♿ⷐ㧔╙ภ㧕 ࡿࠋ⥴ࡢᙳ㡪ࢆཷࡅࠊࡋุ࡚᩿ࢆㄗࡿࡇࡀ࠶ࡿࠋ ୍᪉࡛⪺ࡁᡭࡶࡲࡓࠊ⌮ᛶ⥴ࠊ᪉ࡢᙳ㡪ࢆཷࡅ࡚࠸ࡿࠋヰࡉࢀࡿࡢఱࡀ㔜せࠊࡢࡼ ࠺ᛂࡍࡁ࡞ࡘ࠸࡚ࠊ⌮ᛶࡼࡿุ᩿ࢆồࡵࡽࢀࡿࠋヰࡋᡭࡢᮏᙜࡢពᅗࡸࠊẼᣢࡕࠊࡑ ࢀᑐࡋ࡚ࡢࡼ࠺ᛂࡍࡁ࡞⌮ᛶࢆࡶࡗ࡚ゎ㔘ࡋࠊỴᐃࡋ࡚࠸ࡿࡢ࡛࠶ࡿࠋࡑࡋ࡚ᙜ↛ࠊ ゎ㔘ࡸỴᐃࡣ⥴ࡢᙳ㡪ࢆཷࡅࡿࡇ࡞ࡿࠋ ࣐࣮ࢣࢸࣥࢢ࠾ࡅࡿ㏦ࡾᡭࡣᴗ࡛࠶ࡾࠊࡇࡕࡽࡢ⌮ᛶࠊ⥴࠸ࡗࡓᙳ㡪せᅉࡀၥ㢟࡞ ࡿࡇࡣ࠶ࡲࡾ࡞࠸⪃࠼ࡽࢀࡿࠋࡑࡇ࡛⪺ࡁᡭࡘ࠸࡚ࡶ࠺ᑡࡋヲ⣽⌮ᛶ⥴ࡢᙳ㡪ࢆࡳ࡚࠸ ࡇ࠺ࠋ ࡲࡎࠊ⪺ࡁᡭࡣ࠼ࡽࢀࡓሗࢆࡍ࡚ཷࡅྲྀࡗ࡚࠸ࡿࢃࡅ࡛ࡣ࡞ࡃࠊሗࢆྲྀᤞ㑅ᢥࡋ࡚࠸ࡿࠋ ࡑࡢ㑅ᢥࡀ࡞ࡉࢀࡿせᅉࢆࠊすᕝ࣭ᑠ∾ (2002)ࡣࠊዲወᚰࠊ⯆ࠊࡑࡋ࡚㐺ᗘ࡞ᐜ᫆ࡉࡶࡋࡃࡣᛌ㐺 ࡉࡢ 3 Ⅼࢆᣲࡆ࡚࠸ࡿࠋࡇࢀࡽࡣ⪺ࡁᡭෆⓎⓗ࡞ືᶵ࡙ࡅࢆ⾜࠺㔜せ࡞せᅉ࡛࠶ࡾࠊࡇࡇ࡛ࡶேࡢ ᚰ⌮ⓗ࡞ഃ㠃ࡀᙳ㡪ࢆࡶࡘࠋ ࡲࡓࠊすᕝ࣭ᑠ∾ (2002)ࡣࠊሗࢆཷಙࡋࡓᚋࡢᛮ⪃㐣⛬࠾࠸࡚ࡶ⌮ᛶ⥴ࡢ᪉ࡀᙳ㡪ࢆཬ ࡰࡍࡋ࡚࠸ࡿࠋᛮ⪃㐣⛬ࡣ㑅ᢥⓗ⪺࠸ࡓࡶࡢࢆゎ㔘ࡋࠊಖᣢࡋࠊ᥈⣴ࡋࠊ㉳ࡋࠊ⏕ࡍࡿࡇ ࡋࠊࡇࢀࡽࡣࠊࡣㄆ▱ⓗ㡿ᇦ⥴ⓗ㡿ᇦࡽฎ⌮ࡉࢀࡿࠋㄆ▱ⓗ㡿ᇦ࡛ࡣࠊ▱ࡿࡇࠊᛮ࠸ฟࡍ ࡇࠊ⪃࠼ࡿࡇ࡞ࡀ⾜ࢃࢀࡿ」㞧࡞㐣⛬࡛࠶ࡿࠋ୍᪉࡛ឤⓗࠊࡲࡓࡣ⥴ⓗ㡿ᇦࡶゎ㔘ᙳ㡪 ࡍࡿࠋ㢪ᮃࡸዲࡁ᎘࠸ࡼࡗ࡚ㄆ▱ࡸゎ㔘ࢆኚ࠼࡚ࡋࡲ࠺ࠋ ࡇࢀࡽᚰ⌮ⓗ࡞ᙳ㡪ࡣࣀࢬࡋ࡚ࡶࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᙳ㡪せᅉࡋ࡚⪃࠼ࡽࢀ࡚࠸ࡿࠋΎỈ (2009)ࡣࡇࡢ࣓ࢵࢭ࣮ࢪࡢఏࢃࡿ㝿ࢹࢥ࣮ࢹࣥࢢࡢ㝿ࣀࢬࡀⓎ⏕ࡋࠊ㏦ࡾᡭࡢពᅗࡋࡓሗ ཷࡅᡭࡢ⌮ゎࡍࡿሗ㱈㱒ࡀ⏕ࡌࡿࡋ࡚࠸ࡿࠋࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ㐣⛬ࡢᵓᡂせ⣲࡛࠶ࡿࠊ ㏦ࡾᡭࠊཷࡅᡭࠊࡑࢀࡒࢀࡢ࢚ࣥࢥ࣮ࢹࣥࢢࠊࢹࢥ࣮ࢹࣥࢢࠊ࣓ࢵࢭ࣮ࢪࠊࢳࣕࢿࣝࡉࡲࡊࡲ ࡞ᙳ㡪ࢆ࠼ࡿᏑᅾࡀࣀࢬ࡛࠶ࡿࠋࣀࢬ࠸ࡗ࡚ࡶࠊࡉࡲࡊࡲ࡞せᅉࡀ⪃࠼ࡽࢀࡿࡀࠊᐑཎ (2006) ࡼࡿࠊࡁࡃศࡅ࡚ 4 ࡘࡢࣀࢬࡀᐃࡉࢀࡿࠋࡘࡲࡾࠊ≀⌮ⓗࣀࢬࠊᚰ⌮ⓗࣀࢬࠊ♫ⓗ ࣀࢬࠊࢩࣥ࣎ࣝࣀࢬ࡛࠶ࡿࠋྛࠎࡘ࠸࡚ࡣ⾲ 6 ࡢࡼ࠺ㄝ᫂ࡉࢀ࡚࠸ࡿࠋࡇࡢࡼ࠺ࠊࣀࢬ ࡋ࡚ࡢᚰ⌮ⓗᙳ㡪ࡶࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥᙳ㡪ࢆ࠼ࡿࡁ࡞せᅉࡢ୍ࡘ࡞ࡢ࡛࠶ࡿࠋ ௨ୖࡢࡼ࠺ࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿ㏦ࡾᡭཷࡅᡭࡢ㛫ࡣ⌮ᛶ(ࡲࡓࡣㄆ▱)⥴(ࡲ ᅗ 2 ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢሗఏ㐩ᴫᛕᅗ 2
ᐢ๔ߦ᳞ࠄࠇࠆᓎഀߦߟߡߩ⠨ኤ ࡓࡣឤ)࠸࠺ 2 ࡘࡢせ⣲ࡀࡁࡃᙳ㡪ࡋ࡚࠸ࡿࡇࡀࡳ࡚ࢀࡿࠋࡲࡓࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡣ༢ ࡞ࡿሗఏ㐩࡛ࡣ࡞ࡃࠊཷࡅᡭࡢᛂࢆ ᐃࡋࠊホ౯ࡍࡿ࠸࠺ࣇ࣮ࢻࣂࢵࢡࡶ㔜せ࡞ᵓᡂせ⣲࡛ ࠶ࡾࠊሗࡢ㏦ࡾᡭࡣࠊཷࡅᡭࡢᛂࢆࣇ࣮ࢻࣂࢵࢡࡍࡿ㝿ࠊᛂࡑࡢࡶࡢࡔࡅ࡛࡞ࡃࠊࡑࡢᛂ ⮳ࡿཎᅉ࡞ࡗࡓ⌮ᛶⓗࠊࡲࡓࡣ⥴ⓗせᅉࡘ࠸࡚ࡶ┠ࢆྥࡅࡿᚲせࡀ࠶ࡿ⪃࠼ࡽࢀࡿࠋ ࡇࡇ࡛ࠊᮏ㡯࡛࠶ࡆࡽࢀࡓ㢮ఝᴫᛕࡘ࠸࡚ᩚ⌮ࡀᚲせ࡛࠶ࢁ࠺ࠋࡲࡎࠊ⌮ᛶㄆ▱ࡘ࠸࡚ࡣࠊ ᮧ㸦2003㸧࠾࠸࡚ࠊ⌮ᛶࡢᑐ⨨ࡋ࡚ឤᴫᛕࢆ⏝࠸࡚࠾ࡾࠊᛮ⪃㸦ࡘࡲࡾㄆ▱㸧ࡽឤࢆษࡾ 㞳ࡋࡓࡶࡢࢆ⌮ᛶࡍࡿࡢࡀすὒⓗ࡞ᴫᛕࡔࡋ࡚࠸ࡿࠋ ᮏㄽ࠾࠸࡚ࡣࠊㄆ▱ⓗᛂࡼࡿྜ⌮ⓗุ᩿ࢆ⌮ᛶⓗᛂࡋ࡚ᢅ࠸ࠊ⌮ᛶㄆ▱ࢆྠ⩏ⓗᤊ ࠼ࡿࡇࡍࡿࠋ ࡲࡓࠊ⥴ឤࡘ࠸࡚ࡣࠊࡕࡽࡶᚰ⌮Ꮫ࡛࠸࠺ࡇࢁࡢㄆ▱ࡢᑐ⨨ࡋ࡚ࡢឤⓗᡂศయ (affect)ࢆᣦࡍࡶࡢ࡛࠶ࡾࠊࡋࡤࡋࡤaffect ࡢヂࡋ࡚᪉ࡀⓗ⏝ࡉࢀࡿࡇࡀ࠶ࡿ(ᮧ, 2006)ࠋ ᮏㄽ࡛ࡣࠊឤࢆ⤫୍ⓗ᭱ୖࡢᴫᛕࡋ࡚⏝࠸ࡿࡶࡢࡍࡿࠋ ࡇࡇࡲ࡛ࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡘ࠸࡚ࠊࡑࡢᐃ⩏ࠊᵓᡂせ⣲ࠊᙳ㡪せᅉࡘ࠸࡚ᩚ⌮ࢆ⾜ࡗࡓࠋ ࡛ࡣࠊᗈ࿌άືࡢ┠ⓗ࡞ࡿㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡣࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿࡢࡼ࠺࡞⨨ ࡙ࡅ࡛ࠊࡢࡼ࠺࡞ᙺࢆᣢࡘࡢ࡛࠶ࢁ࠺ࠋḟ㡯࡚ࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿㄝᚓࢥ࣑ࣗࢽ ࢣ࣮ࢩࣙࣥࡘ࠸࡚ඛ⾜◊✲ࢆࡶ⪃ᐹࢆ⾜࠺ࠋ ⾲ 6 ࣀࢬࡢ㢮ᆺࡑࡢ≉ᚩ (ฟᡤ㸸ᐑཎ (2006)ࢆཧ⪃➹⪅సᡂ) ࣀࢬ㢮ᆺ ≉ᚩ ≀⌮ⓗࣀࢬ ࣀࢬ ࠸ ࠺ゝ ⴥࡢ ᮏ᮶ ⓗ࡞ ព࡛࠶ࡿࠊ㞧㡢ࠊ㦁㡢࡞ࢆ ྵࡴࠊ 㒊ᒇ ࡢᗈ ࡉࠊ ᫂ࡿ ࡉࠊ ᗘࠊ‵ᗘ࡞ࡢࢥ࣑ࣗࢽࢣ࣮ ࢩࣙࣥ ࣭ࢥ ࣥࢸ ࢟ࢫ ࢺࡢ ≀⌮ ⓗ࡞≉ᚩࡍ࡚ࡀࣀࢬ࡞ࡾ ࠺ࡿࠋ ᚰ⌮ⓗࣀࢬ ࢥ ࣑ ࣗࢽ ࢣ ࣮ࢩ ࣙ ࣥ 㝿ࡍ ࡿ ⥭ ᙇࠊ ᶵ య ࠊ Ᏻ࡞ ࢆ ࣓ ࢵ ࢭ࣮ࢪ ࡢ㏦ ࡾᡭ ࠊཷ ࡅᡭ ࡀឤ ࡌࡓࡁ㉳ࡇࡾ࠺ࡿࡢࡀᚰ⌮ ⓗࣀࢬ࡛࠶ࡿࠋ ♫ⓗࣀࢬ ே ࡣ ࠊᛶ ࠊ ᖺ㱋 ࠊ ⫋ ᴗ ࠊᆅ ࡞ ࡢ ♫ ⓗ ❧ ሙ ࡼ ࡗ ࡚ ᖖ ㆑ࠊୡ⏺ほࠊ౯್ほ࡞ࡀ␗࡞ࡿ ࢩࣥ࣎ࣝࣀࢬ ࣓ࢵࢭ ࣮ࢪ ࡢ㐨 ල࡛ ࠶ࡿ ࡇࡤࡸࠊ㠀ゝㄒࡑࡢࡶࡢࡀࣀ ࢬ ࡞ࡿ ሙྜ ࡛࠶ ࡿࠋ ࠼ ࡤࠊ㡢ኌࠊᩥἲࠊࡲࡓࡣࠊᩥ ⓗ⫼ᬒ ࡢ㐪 ࠸ࡸ ≧ἣ ࡢᢕ ᥱ 㱈㱒ࡀ⏕ࡌࡿࡇ࡛࠺ࡲࢀࡿព ࣀࢬ࡞ࡀ⪃࠼ࡽࢀࡿࠋ
ᷡᴰᅚቇ㒮⍴ᦼᄢቇ⎇ⓥ♿ⷐ㧔╙ภ㧕 3.3 ᗈ࿌ࡢᶵ⬟ࡋ࡚ࡢㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᶵ⬟࠸ࡗ࡚ࡶࠊ3 ⠇࡛ࡳࡓࡼ࠺ࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢ⠊ᅖࡣከᒱࢃ ࡓࡿࠋඛ㏙ࡢࡼ࠺ࠊᗈ࿌άື࠾ࡅࡿࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢ┠ⓗࡣࠊ〇ရࡢ㉎㈙ࢆಁࡍࡇ࠶ ࡾࠊࡑࡢᙺࡣㄝᚓ࡛࠶ࡿ࠸࠺ࠋ࡛ࡣࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿㄝᚓࡣࡢࡼ࠺࡞ࡶࡢ࡛࠶ ࢁ࠺ࠋᮏ⠇࠾࠸࡚ࡣࠊ๓⠇࡛ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᵓᡂせ⣲ࡁ࡞ᙳ㡪ࢆ࠼ࡿㄆ▱ឤ ↔Ⅼࢆᙜ࡚ࠊㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢどⅬࢆ୰ᚰ⌮ㄽࡸᶵ⬟ࡘ࠸࡚⪃ᐹࡍࡿࠋ ㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿㄝᚓࡘ࠸࡚ࠊ῝⏣ (1999)ࡣ 4 ࡘࡢせ⣲ࢆ࠶ࡆ࡚࠸ࡿࠋࡘࡲࡾࠊ ձゝㄒⓗࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡀ࡛࠶ࡾࠊ㠀ゝㄒⓗࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡣ⿵ຓ࡛࠶ࡿⅬࠊղཷࡅᡭࡢ ෆ㠃ࣞ࣋ࣝࡢែᗘእ㢧ࣞ࣋ࣝࡢ⾜ືࢆኚ࠼ࡿࡇࡀ┠ⓗ࡛࠶ࡿⅬࠊճཷࡅᡭࢆ⣡ᚓࡉࡏࡿࡓࡵࡢ ㆟ㄽࡸㄽᣐࢆྵࡴⅬࠊմ㏦ࡾᡭࡀពᅗⓗ⾜࠺ࢥ࣑ࣗࢽࢣ࣮ࢩ࡛ࣙࣥ࠶ࡿⅬࠊ࡛࠶ࡿࠋࡑࡋ࡚ࠊㄝᚓ ࡢᐃ⩏ࢆࠊࠕゝㄒⓗᡭẁࢆ⏝ࡋ࡚ࠊ⣡ᚓࡉࡏ࡞ࡀࡽཷࡅᡭࡢែᗘࡸ⾜ືࢆ㏦ࡾᡭࡢពᅗࡍࡿ᪉ྥ ኚࡉࡏࡿ⾜ືࠖ㸦῝⏣, 1999, p.122㸧ࡋࠊᙉไࡸ⬣㏕࡞ࢆྵࢇ࡛࠸࡞࠸ࠋㄝᚓࢥ࣑ࣗࢽࢣ࣮ ࢩࣙࣥࡣࠊࡇࡢㄝᚓ⾜ືࢆ┠ⓗࡋ࡚ࠊពᅗࢆࡶࡗࡓࢥ࣑ࣗࢽࢣ࣮ࢩ࡛ࣙࣥ࠶ࡿ࠸࠼ࡿ(すᕝ࣭ᑠ ∾, 2002)ࠋ ࡇࡇ࡛ㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᑐ㇟࡞ࡿែᗘࡣࠊ୍⯡ࢃࢀࡿែᗘࡢⰋ࠸࣭ᝏ࠸࠸ࡗࡓ ࡇࡤࡣ༊ูࡉࢀࠊ⾜ືࡶษࡾ㞳ࡉࢀࡿ(すᕝ࣭ᑠ∾, 2002)ࠋែᗘࡣࠊ◊✲⪅ࡼࡗ࡚ࡑࡢᐃ⩏ ᗈ⊃ࡣ࠶ࡿࡶࡢࡢࠊ௦⾲ⓗ࡞ࡶࡢࡋ࡚ࠊAaker and Day (1980)ࡢᐃ⩏ࢆ௨ୗ♧ࡍࠋ
ែᗘࡣࠊಶேࡀࢀࡢ⎔ቃࢆ࠺▱ぬࡍࡿࢆయ⣔࡙ࡅࠊࡑࢀ࠺ᛂࡍࡿࡢ᪉ྥࢆᐃࡵ ࡿಶேࡢᚰⓗ≧ែ࡛࠶ࡿࠋࡋࡋ࡞ࡀࡽࠊែᗘࡣ≀⌮ⓗᑐᛂࡉࡏࡿࡶࡢࡀ࡞࠸ࡢ࡛ࠊែᗘయ ࢆᙧᡂࡍࡿᵓᡂせ⣲ࡘ࠸࡚ࡢ㉁ၥᑐࡍࡿゎ⟅ࡽேࠎࡢែᗘࢆ᥎ㄽࡋ࡞ࡅࢀࡤ࡞ࡽ࡞࠸ࠋែᗘ ࡣࠊ୕ࡘࡢ㛵㐃ࡍࡿᵓᡂせ⣲ࡀ࠶ࡿࡇࡣ୍⯡ㄆࡵࡽࢀ࡚࠸ࡿࠋㄆ▱࠶ࡿ࠸ࡣ▱㆑せ⣲ࠊ⥴ ࠶ࡿ࠸ࡣឤせ⣲ࠊࡑࡋ࡚ពᅗ࠶ࡿ࠸ࡣ⾜ືせ⣲ࡀࡑࢀ࡛࠶ࡿࠋࡑࢀࡒࢀࡢせ⣲ࡣࠊಶேࡢែᗘ ࡘ࠸࡚␗࡞ࡗࡓὝᐹࢆ࠼ࡿ8ࠋ ຍ࠼࡚ࠊࡇࡢែᗘࡘ࠸࡚ࠊすᕝ࣭ᑠ∾ (2002)ࡣ 6 ࡘࡢᛶ㉁ࢆ࠶ࡆ࡚࠸ࡿ9ࠋ ձ ែᗘࡣᖖᑐ㇟ࢆᣢࡘࠋᑐ㇟ࡣேࡸ㞟ᅋࠊ౯್ไᗘ࡞ࡉࡲࡊࡲ࡛࠶ࡿࠋ ղ ែᗘࡣࠊᛂࡢࡓࡵࡢඛ᭷ഴྥࠊ‽ഛ≧ែ࡛࠶ࡿࠋᚑࡗ࡚ࠊែᗘࡣ่⃭ᛂࡢ፹≀࡛࠶ ࡾࠊ┤᥋ࡣほᐹྍ⬟࡞ᵓᡂᴫᛕ࡛࠶ࡿࠋ ճ ែᗘࡣ⏕ᚓⓗ࡞ࡶࡢ࡛࡞ࡃࠊࡴࡋࢁᚋኳⓗ⤒㦂ࡸᏛ⩦ࢆ㏻ࡌ࡚ᙧᡂࡉࢀ⋓ᚓࡉࢀ࡚ࡃࡿࡶࡢ࡛ ࠶ࡿࠋ մ ែᗘࡣ୍ⓗ࡞ࡶࡢ࡛࡞ࡃࠊ࠸ࡗࡓࢇែᗘࡀᙧᡂࡉࢀࡿẚ㍑ⓗᏳᐃࡋ࡚࠾ࡾᣢ⥆ⓗ࡛࠶ࡿࠋ յ ែᗘࡣ୍ᐃࡢᑐ㇟ࡘ࠸࡚ࠊࠕⰋ࠸㸫ᝏ࠸ࠖࠕዲࡁ㸫᎘࠸ࠖ࠸ࡗࡓホ౯ࢆྵࡴࠋࡑࡢホ౯ࡣࠊ࣏ ࢪࢸࣈࡽࢿ࢞ࢸࣈࡑࡢ᪉ྥᙉᗘࢆኚ࠼ࡿࠋ ն ಶࠎࡢᑐ㇟ᑐࡍࡿಶูⓗែᗘࡣ࠾࠸㛵㐃ࢆࡶࡕࠊᵓ㐀ࡉࢀࠊែᗘ⩌ࠊែᗘᕸ⨨ࢆᙧᡂࡍ ࡿࠋ ࡇࡢࡼ࠺ࠊែᗘࡣ᭱⤊ⓗ࡞ᛂ㸦ࡘࡲࡾࠊ⾜Ⅽ㸧ࢆ᪉ྥ࡙ࡅࡿ㠀ᖖ㔜せ࡞せ⣲࡛࠶ࡿࠋㄝᚓ ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾࠸࡚ࡣࠊཷࡅᡭࡢែᗘࢆࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢຠᯝᣦᶆࡋ࡚࠾ࡾࠊែ ᗘࡢኚ(௨ୗࠊែᗘኚᐜ)࠸࠺ᚰ⌮ኚᐜࡢ୰ࡶࠊୖ㏙ࡢࡼ࠺ㄆ▱ࡢせ⣲ឤࡢせ⣲ࡀྵࡲࢀ ࡚࠸ࡿࡇࡀࢃࡿࠋࡍ࡞ࢃࡕࠊㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢ┠ⓗࡢ୍ࡘࡣࠊㄆ▱ឤࡢኚ࡛࠶ࡿ
ᐢ๔ߦ᳞ࠄࠇࠆᓎഀߦߟߡߩ⠨ኤ ࡶ⪃࠼ࡽࢀࡿࠋࡑࡇ࡛ࠊㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿែᗘኚᐜࡘ࠸࡚ࡣࠊከࡃࡢ◊✲ࡀᏑᅾ ࡍࡿࡀࠊࡑࡢ୰࡛ࠊㄆ▱ឤࡘ࠸࡚ࡢ⌮ㄽࢆ୰ᚰࡳ࡚࠸ࡇ࠺ࠋ ࡲࡎࠊㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢែᗘኚᐜ↔Ⅼࢆᙜ࡚ࡓ◊✲ࠊㄆ▱ⓗᩧྜᛶࡢ⌮ㄽࢆ㐺⏝ࡋࡓ ࡶࡢࡀ࠶ࡆࡽࢀࡿࠋࡇࡇ࡛㔜せ࡞ࡿࡢࡣࠊㄆ▱୍⮴࠸࠺ᴫᛕ࡛࠶ࡿࠋᐑཎ (2006)ࡼࡿࠊㄆ ▱୍⮴ࡣࠊ࠶ࡿሗูࡢሗࡢ㛫ࠊࡲࡓࡣ⮬ศ࡛㉳ࡇࡍ࠶ࡿ⾜ືูࡢ⾜ືࡢ㛫▩┪ࡸ ᩚྜᛶࡀぢ࠸ࡔࡏ࡞࠸ሙྜㄆ㆑ࡍࡿࠊᏳࠊⴱ⸨ࠊᚰ㓄ࠊኻᮃࠊᑂࠊᛕ࡞ࡢឤ࡛࠶ࡿࠋ Ᏻࡸᛌࢆឤࡌࡓࡽࠊே㛫ࡣᬑ㏻ࡑࢀࢆゎᾘࡋࡓ࠸ࠊ࠸࠺⾪ືࢆぬ࠼ࡿࠋᏳࢆゎᾘࠊ࠶ࡿ࠸ࡣῶ ᑡࡉࡏࡿ୍ࡘࡢᡭẁࡋ࡚ࠊ⮬ࡽࡢែᗘࠊ⾜ືࡢኚࡀ⌧ࢀࡿࡢ࡛࠶ࡿࠋㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ ࠾࠸࡚ࡣࠊࡇࡢㄆ▱୍⮴ࢆ࠶࠼࡚⏕ࡌࡉࡏࡿࡇ࡛ࠊཷࡅᡭࡢㄆ▱ࢆኚ࠼ࡿࠊࡘࡲࡾ⣡ᚓࡉࡏࡿ⣒ ཱྀ࡞ࡿࡋ࡚࠸ࡿࠋ ࡇࡢㄆ▱ⓗᩧྜᛶ⌮ㄽࡣㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ◊✲࠾࠸࡚ࠊ1950 ᖺ௦ࡽ㛗ࡁࢃࡓࡗ࡚ከࡃ ࡢ◊✲ࡀ࡞ࡉࢀ࡚࠾ࡾࠊㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢせ࡞⌮ㄽࡢ୍ࡘ࠸࠼ࡿ10ࠋࡋࡋࠊMiller and Burgoon (1978)ࡀᣦࡍࡿࡼ࠺ࠊከࡃࡢㄝᚓ◊✲ࡣ୍᪉ྥⓗ࡞ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥάືࢆ๓ᥦࡋ࡚ ࠾ࡾࠊ✚ᴟⓗ࡞ཷࡅᡭࢆᐃࡋ࡚࠸࡞࠸ࠋ ࡑࡇ࡛ࠊ⬟ືⓗ࡞ཷࡅᡭࢆ๓ᥦࡋࡓࠊㄝᚓ⌮ㄽࡢ᪂ࡋ࠸ࣉ࣮ࣟࢳࡋ࡚ࠊAnderson (1981)ࡢ ሗ⤫ྜ⌮ㄽ㸦information integration theory㸧ࡀ࠶ࡆࡽࢀࡿࠋሗ⤫ྜ⌮ㄽ࡛ࡣࠊែᗘኚࡣࠊಶேࡀ ࠼ࡽࢀࡓែᗘࡢᑐ㇟㛵ࡋ࡚⏝ྍ⬟࡞ሗࢆࡍ࡚⤫ྜࡋࡓ⤖ᯝࠊ⏕ࡌࡿࡋࠊேࡣᑐ㇟㛵㐃ࡍ ࡿุ᩿ࡉࢀࡓ᪂ࡋ࠸ሗᑐࡋ࡚࢙࢘ࢺ(weight)౯್(value)ࢆࡾ࠶࡚ࡿࠋ࢙࢘ࢺࡣࠊሗ ࡢ┿ᐇࡉᑐࡍࡿಶேࡢほⓗ࡞ಙᛕ࡛࠶ࡾࠊ౯್ࡣሗࡢ⥴ⓗ࡞ホ౯ࡋ࡚ᐃ⩏ࡉࡿࠋ࢙࢘ ࢺࡢྜࠊ౯್ࡢྜࡢ✚ࡽࠊሗᑐࡍࡿ㔜せᛶ(importance)ࡀᚓࡽࢀࡿࡋ࡚࠸ࡿࠋࡘࡲࡾࠊ ⬟ືⓗ࡞ཷࡅᡭࡣࠊᑐ㇟ࡽᚓࡽࢀࡿሗࢆㄆ▱ឤ᪉ࡢほⅬࡽุ᩿ࡍࡿࡢ࡛࠶ࡿࠋ ࡇࡇࡲ࡛ࠊㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿែᗘኚᐜࡢ⌮ㄽࡢ୍㒊ࡘ࠸࡚ᩚ⌮ࡋ࡚ࡁࡓࠋᮏ⠇ ࠾ࡅࡿ▱ぢࢆࠊㄆ▱ឤࡘ࠸࡚௨ୗࡢࡼ࠺ࡲࡵࡿࡇࡀ࡛ࡁࡼ࠺ࠋ ࣭⌮ᛶ(ㄆ▱)ឤࡣཷᐜࡍࡿሗࡢ㑅ᢥࡸཷᐜࡋࡓሗࡢฎ⌮ࡶᙳ㡪ࡍࡿࠋ ࣭ㄆ▱ឤࡣࡶែᗘኚᐜྵࡲࢀࡿࠊㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᙳ㡪ᑐ㇟ࡋ࡚ᢅࢃࢀ࡚࠸ࡿࠋ ࣭ㄆ▱ឤࡣࡶ⾜Ⅽࡢ᪉ྥ࡙ࡅࢆ⾜࠺㔜せ࡞せ⣲࡛࠶ࡿ ࣭ㄆ▱ⓗᩧྜᡂ⌮ㄽࡳࡽࢀࡿࡼ࠺ࠊឤࡣㄆ▱ࡸ⾜Ⅽኚࢆ⏕ࡌࡉࡏࡿືᶵ࡞ࡾ࠺ࡿࠋ ࣭ሗ⤫ྜ⌮ㄽࡳࡽࢀࡿࡼ࠺ࠊ⬟ືⓗ࡞ཷࡅᡭࡗ࡚ᑐ㇟ࡽᚓࡽࢀࡿሗࡢホ౯ࡣㄆ▱ឤ ࡢ᪉ࡢほⅬࡽ࡞ࡉࢀࡿࠋ ㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡣࠊཷࡅᡭࡢែᗘࡸ⾜Ⅽࢆࠊ㏦ࡾᡭࡢពᅗࡍࡿ᪉ྥኚࡉࡏࡿࡇࢆ┠ ⓗࡍࡿࡀࠊࡑࡢኚࡉࡏࡿᑐ㇟ࡋ࡚ࠊㄆ▱ឤ࠸࠺せ⣲ࡀࡁࡃᙳ㡪ࡋ࡚࠸ࡿࡇࡀศࡗ ࡓࠋࡲࡓྠࠊឤࡣㄆ▱ࡶᙳ㡪ࢆࡶࡘࡇࡽࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ㐣⛬࠾࠸࡚ᚑᒓኚᩘ ࡋ࡚ࡶࠊ፹ኚᩘࡋ࡚ࡶᏑᅾࡍࡿ㔜せ࡞せ⣲ࡔゝ࠼ࡿࠋࡘࡲࡾࠊᗈ࿌ࡢᙺ࡛࠶ࡿㄝᚓࢥ࣑ࣗࢽ ࢣ࣮ࢩࣙࣥࡢ┠ⓗࡣࠊㄆ▱ࡸឤࢆྵࡴែᗘࡢኚᐜ࡛࠶ࡾࠊࡑࡢែᗘኚᐜ࠾࠸࡚ឤᴫᛕࡣྛせ⣲ ᙳ㡪ࡍࡿ㠀ᖖ㔜せ࡞せ⣲࡛࠶ࡿ࠸࠼ࡿࠋ
ᷡᴰᅚቇ㒮⍴ᦼᄢቇ⎇ⓥ♿ⷐ㧔╙ภ㧕 ᗈ࿌ࡢᙺᙳ㡪せᅉ ࡇࢀࡲ࡛ࠊᗈ࿌ࡢᙺࡘ࠸࡚ࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࠊࡑࡋ࡚ࠊࢥ࣑ࣗࢽࢣ࣮ࢩ ࣙࣥㄽࡢどⅬࡽ⪃ᐹࡋ࡚ࡁࡓࠋᨵࡵ࡚ྛどⅬ࡛ࡢᗈ࿌ࡢᙺࡘ࠸࡚ᩚ⌮ࡍࡿࠋ ࡲࡎࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡣࠊ༢࡞ࡿ୍᪉ྥⓗ࡞ሗὶࡔࡅ࡛࡞ࡃࠊᚠ⎔ⓗ࡞ഃ 㠃ࢆᙉㄪࡍࡿᐃ⩏ኚࡋ࡚࠸ࡿࠋࡑࡋ࡚ࠊ༢࡞ࡿሗࡢఏ㐩ࡽࠊㄝᚓࠊⰋዲ࡞࣓࣮ࢪࡢᙧᡂࠊ ࣈࣛࣥࢻࡢᙉ࡞ࡢཷࡅᡭࡢᚰ⌮ኚᐜࡑࡢᶵ⬟ࡢ㔜せᛶࡣ᥎⛣ࡋࠊࡲࡓࡑࢀࡽຠᯝࡢ ᐃࡶ 㔜Ⅼࢆ⨨࠸࡚࠸ࡿ࠸࠼ࡿࠋ ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿࣉ࣮ࣟࣔࢩࣙࣥࡢࡁ࡞ᙺࡣࠊሗࡢཷࡅᡭࡢែ ᗘࡸ⾜ືࡢኚ࠶ࡾࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢ⠊ᅖࡀᣑࡉࢀ࡚࠸ࡿࡶࢃࡽ ࡎࠊࣉ࣮ࣟࣔࢩࣙࣥࡢ㔜せᛶࡣࡴࡋࢁቑࡋ࡚࠸ࡿ⪃࠼ࡽࢀࡿࠋ ࣉ࣮ࣟࣔࢩ࣭࣑ࣙࣥࢵࢡࢫ࠾ࡅࡿᗈ࿌ࡢᙺࡣᚰ⌮ኚᐜࢆ୰ᚰࡍࡿࡇࡽࠊ࣐࣮ࢣࢸࣥ ࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾ࡅࡿᗈ࿌ࡢ㔜せᛶࡶ㧗ࡲࡗ࡚࠸ࡿ⪃࠼ࡽࢀࡿࠋᗈ࿌ࡢᙺࡣࠊᵝࠎ࡞ ᐃ⩏ࡀ࡞ࡉࢀ࡚ࡣ࠸ࡿࡀࠊࡲࡵࡿఏ㐩ㄝᚓࡼࡿࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥάື࡛ࡁࡿࠋࢥ࣑ࣗࢽ ࢣ࣮ࢩࣙࣥㄽࡢどⅬࡽࡢᗈ࿌ࡢᙺࡘ࠸࡚ࡣ௨ୗࡢࡼ࠺࡛࠶ࡿࠋ ㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡋ࡚ࡢᗈ࿌ࡢᙺࡣࠊཷࡅᡭࡢែᗘࡸ⾜ືࢆࠊ㏦ࡾᡭࡢពᅗࡍࡿ᪉ྥ ኚࡉࡏࡿࡇࢆ┠ⓗࡋࡓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥάື࡛࠶ࡿ࠸࠼ࡿࠋ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽ ࢣ࣮ࢩࣙࣥ࠾ࡅࡿᑐ㇟ࡢᚰ⌮ኚᐜࡢ㔜せᛶࡀቑࡋ࡚࠸ࡿ୰ࠊᗈ࿌ồࡵࡽࢀࡿᙺࡣ༢࡞ࡿሗࡢ ఏ㐩ࡽㄝᚓࡑࡢᙺࡢ㔜せᛶࢆ᥎⛣ࡉࡏ࡚࠸ࡿ⪃࠼ࡽࢀࡿࠋ ࡑࡋ࡚ㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᑐ㇟ࡋ࡚ࡢែᗘࡣㄆ▱㡿ᇦឤ㡿ᇦࡼࡾᵓᡂࡉࢀ࡚࠾ࡾࠊ ຍ࠼࡚ࠊሗࡢ㑅ᢥࡸཷᐜࡋࡓሗࡢฎ⌮࡞ࡢࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ㐣⛬ࡶㄆ▱ឤ࠸࠺せᅉ ࡢᙳ㡪ࢆཷࡅࡿࡇࡀศࡗࡓࠋࡉࡽࠊࡇࡢ 2 ࡘࡢせ⣲ࡣࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ㐣⛬Ꮡᅾࡍࡿࣀ ࢬࡋ࡚ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢ㜼ᐖせᅉࡶ࡞ࡾ࠺ࡿࡢ࡛࠶ࡿࠋ≉ࠊឤࡣㄆ▱ࡶែᗘࡢᵓ ᡂせ⣲࡛࠶ࡾࠊ⾜Ⅽࡢ᪉ྥ࡙ࡅࡶ⾜࠺ࡀࠊྠㄆ▱ࡶᙳ㡪ࢆ࠼ࡿ㔜せ࡞せ⣲࡛࠶ࡿࡇࡀศ ࡗࡓࠋ ᗈ࿌άືࡣᚑ᮶ࡢࡼ࠺ࠊၟရࡸࢧ࣮ࣅࢫࠊࢹࡢሗࢆఏ㐩ࡍࡿࡇ࡛ࡑࡢ㨩ຊࢆఏ࠼ࠊ ሗࡢཷࡅᡭࢆ㉎㈙⤖ࡧࡘࡅࡿࡔࡅ࡛ࡣ࡞ࡃࠊᵝࠎ࡞ᶵ⬟ࢆᣢࡕࠊࡑࡋ࡚ࠊࡑࢀࡺ࠼ㄆ▱ឤ ࠸࠺ 2 ࡘࡢせᅉࡼࡿࠊࡼࡾ」㞧࡞ᙳ㡪ࢆ⪃៖ࡍࡿᚲせࡀ⏕ࡌࡓ࠸࠼ࡿࠋ ࡇࢀࡽࡢࡇࡼࡾࠊᗈ࿌ࡣࡑࡢຠᯝᢕᥱࡢᅔ㞴ᛶࡣቑࡋࠊࡋࡋ୍᪉࡛ࠊ࣐࣮ࢣࢸࣥࢢ࠾ࡅࡿ ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡋ࡚ࡢ㔜せᛶࡶቑࡋ࡚࠸ࡿࠋࡑࡋ࡚ࠊ࣐࣮ࢣࢸࣥࢢࡸ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ ࣗࢽࢣ࣮ࢩࣙࣥ࠾࠸࡚ࠊሗࡢཷࡅᡭࡢᛂࢆ ᐃࠊホ౯ࡍࡿࣇ࣮ࢻࣂࢵࢡࡢᴫᛕࡣ㔜せ࡞せ⣲ ࡞ࡗ࡚࠸ࡿࠋࡑࢀࡣࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥㄽⓗどⅬ࠾࠸࡚ࡶྠᵝ࡛࠶ࡾࠊࡑࡢព࡛ࡣࠊᗈ࿌ࡢᶵ ⬟ࡀࡢ⛬ᗘᙳ㡪ࢆᣢࡗ࡚࠸ࡿࡢࢆᢕᥱࡍࡿࡓࡵࡣࠊែᗘࡸ⾜ືࡁ࡞ᙳ㡪ࢆཬࡰࡍឤㄆ ▱ࡘ࠸࡚᫂ࡽࡍࡿࡇࡀᚲせ࡛࠶ࡿࠋ≉ឤࡘ࠸࡚ࡣࠊࡑࡢᙳ㡪ࡢᚋ༙ࡉࡽࡼࡾ⢭⦓࡞ ⌮ゎࡀᚲせ࡛࠶ࡿ࠸࠼ࡿࠋ ࠾ࢃࡾ ᮏ✏࠾࠸࡚ࠊᚑ᮶ࠊሗࡢఏ㐩ࢆ୰ᚰⓗ࡞ᙺࡋ࡚ࡁࡓᗈ࿌ࡀ᪥ࡢ࣐࣮ࢣࢸࣥࢢ⎔ቃ࠾ ࠸࡚ࡢࡼ࠺ኚࡋࡓࡢࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥᴫᛕࡢኚ㑄ࡽ⪃ᐹࢆ⾜ࡗࡓࠋ
ᐢ๔ߦ᳞ࠄࠇࠆᓎഀߦߟߡߩ⠨ኤ ࡑࡢ⤖ᯝࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠾࠸࡚ồࡵࡽࢀࡿࡢࡣࠊᾘ㈝⪅ࡢᚰ⌮ッ࠼ࡅࠊ ኚࡉࡏࠊࣈࣛࣥࢻࡢᙉࢆ⾜࠺ࡇ࡛࠶ࡾࠊࡇࡢࡇࡣ࣐࣮ࢣࢸࣥࢢ࠾ࡅࡿ࣐࣮ࢣࢸࣥࢢ࣭ ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢ㔜せᛶࡢ㧗ࡲࡾࢆࡶ♧ࡍࡇࡀࢃࡗࡓࠋࡲࡓࠊࣉ࣮ࣟࣔࢩࣙࣥࠊࡑࡋ࡚ࡑࢀ ࢆᵓᡂࡍࡿᗈ࿌ࡶࡑࡢᙺࢆᚰ⌮ⓗഃ㠃ࢆኚࡉࡏࡿࡇࢆ୰ᚰࡋ࡚࠾ࡾࠊࡇࡢ㠃࠾࠸࡚ࠊᚑ᮶ ࡼࡾࡶࡑࡢ㔜せᛶࢆቑࡋ࡚࠸ࡿࡼ࠺⪃࠼ࡽࢀࡿࠋ ḟࠊᗈ࿌ࡢᙺࢆᵝࠎ࡞ᐃ⩏ࡽࡲࡵࡿሗࡢఏ㐩ㄝᚓࡼࡿࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ㞟⣙ ࡉࢀࡓ(ΎỈ, 2000)ࠋᗈ࿌ࡢᙺࢆ᫂ࡽࡍࡿࡢࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠸࠺どⅬࡀ♧ࡉࢀࡓⅬ ࡁ࡞ព⩏ࡀ࠶ࡿ⪃࠼ࠊᗈ࿌ࡢᙺࡘ࠸࡚ࠊࡑࡢᵓᡂせ⣲ࡸᙳ㡪せᅉ࡞ࢆ᫂ࡽࡍࡿࡓࡵࠊ ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥㄽࡢどⅬࡽࠊ≉ࠊㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᶵ⬟ࡸせ⣲ࡘ࠸࡚ᩚ⌮ࡋ࡚ࡁ ࡓࠋ⤖ᯝࡋ࡚ࠊᗈ࿌ࡢᙺࡋ࡚ࡢㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡣᑐ㇟ࡢែᗘࡸ⾜ືࡢኚࢆ┠ⓗࡋ ࡚࠾ࡾࠊ༢࡞ࡿሗఏ㐩ࡼࡾࡶㄝᚓࡑࡢᙺࡣ᥎⛣ࡋ࡚࠸ࡿ⪃࠼ࡽࢀࡿࠋࡑࡋ࡚ࠊㄝᚓࢥ࣑ࣗࢽ ࢣ࣮ࢩࣙࣥࡣㄆ▱ឤ࠸࠺ 2 ࡘࡢせ⣲ࡀᙳ㡪ࡋ࡚࠾ࡾࠊ≉ឤࡣᗈ࿌ࡢᙺࢆ⪃࠼ࡿ࠺࠼࡛ 㔜せ࡞せᅉ࡛࠶ࡿࡇࡀศࡗࡓࠋ ᴗࡢᨭฟࡍࡿᗈ࿌㈝ࡢቑῶࠊࣥࢱ࣮ࢿࢵࢺࡢྎ㢌ࡼࡿ࣐ࢫ࣓ࢹࡢᙳ㡪ຊࡢపୗ࡞ࠊᵝࠎ ࡞ᣦࡀᏑᅾࡍࡿ୰࡛ࠊᗈ࿌ࡢᙺࡢኚࡑࢀక࠺ᚰ⌮ⓗຠᯝࡢ㔜せᛶࡣࠊᚑ᮶ࡢᗈ࿌ࡣ␗࡞ ࡗࡓどⅬ࡛ࡢຠᯝ ᐃࡢᚲせᛶࢆ♧၀ࡋ࡚࠾ࡾࠊࡇࡢࡇࡣࠊᮏ✏࠾ࡅࡿࡶࡗࡶ㔜せ࡞⌮ㄽⓗ࡞ ㈉⊩࡛࠶ࡿࠋ ࡲࡓࠊᗈ࿌ࡢຠᯝᣦᶆࡸ፹せᅉࠊ㜼ᐖせᅉࡋ࡚ࡢᚰ⌮ⓗഃ㠃ࡘ࠸࡚ࠊㄆ▱ឤ࠸࠺ 2 ࡘ ࡢせ⣲ࢆ᫂ࡽࡋࠊ≉ࡑࡢឤせᅉࡢ㔜せᛶࢆ♧ࡋࡓⅬࡶࡁ࡞㈉⊩࡛࠶ࡿ࠸࠼ࡿࠋ ࡋࡋ୍᪉࡛ࠊᮏ✏࡛ࡣࠊᗈ࿌ࡢᙺࡋ࡚ࡢㄝᚓࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡀㄆ▱ឤࡑࢀࡒࢀ ࡢࡼ࠺ᙳ㡪ࡍࡿࡢࠊࡑࡋ࡚ឤࡀㄆ▱ࡢࡼ࠺࡞ᙳ㡪ࢆཬࡰࡍࡢ࡞ࠊලయⓗ࡞㛵ಀᛶࡘ ࠸࡚ࡣゐࢀࡽࢀ࡚࠸࡞࠸ࠋຍ࠼࡚ࠊᗈ࿌ࡢᙺ༶ࡋࡓឤࡸㄆ▱ࡢ ᐃᣦᶆࡘ࠸࡚ࡢ᳨ウࡶྍ Ḟ࡛࠶ࡿࠋࡇࢀࡽࢆ᫂ࡽࡍࡿࡇࡣࠊኚࡍࡿ࣐࣮ࢣࢸࣥࢢ⎔ቃ࠾ࡅࡿᗈ࿌ࡢᙺࢆࡼࡾ᫂ ☜ࡋࠊ࣐࣮ࢣࢸࣥࢢᡓ␎ࡢ⢭⦓ࡘ࡞ࡀࡿ㔜せ࡞Ⅼ࡛࠶ࡾࠊᚋࡢㄢ㢟ࡋ࡚࠶ࡆࡓ࠸ࠋ ཧ⪃ᩥ⊩ ࠙ᩥཧ⪃ᩥ⊩ࠚ ᮾⱥᘺ (2007) ࠗ⤫ྜᆺࣈࣛࣥࢻࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ㸫࣐࣮ࢣࢸࣥࢢࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢ᪂ᒎ㛤࠘ ᪩✄⏣Ꮫฟ∧ࠋ ụ⏣ㅬ୍ (2000) ࠗࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ ♫⛉Ꮫࡢ⌮ㄽࣔࢹࣝ 5࠘⢭⯆♫ࠋ ▼῟ⶶ࣭ᰩᮌዎ࣭ᔱཱྀ㍤࣭వ⏣ᣅ㑻(2004)ࠗࢮ࣑ࢼ࣮࣐࣮ࣝࢣࢸࣥࢢධ㛛࠘᪥ᮏ⤒῭᪂⪺♫ࠋ ỤࡦࢁᏊ(2008)ࠗࢥ࣑ࣗࢽࢣ࣮ࢩ࣭࣐࣮ࣙࣥࢣࢸࣥࢢ-ඹ㬆ඹឤࡢᑐヰᆺᴗ⤒Ⴀ-࠘ⓑ᱈᭩ᡣࠋ டᏹ࣭ࣝࢹ࣮Ꮚ (2009) ࠗ᪂࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥᡓ␎ㄽ࠘᪥ᮏ⤒῭᪂⪺ฟ ∧♫ࠋ ᮧⱥဢ (2003) ࠗㄆ▱ឤ㸫⌮ᛶࡢᶒࢆồࡵ࡚࠘ࢼ࢝ࢽࢩࣖฟ∧ࠋ ᮧⱥဢ (2006) 䛂ឤ◊✲䛾᪂䛯䛺ព⩏䛃ᮧⱥဢ䞉ᮌᮧᬕ⦅䛄ឤ◊✲䛾᪂ᒎ㛤䛅䝘䜹䝙䝅䝲ฟ∧䚸 3-19㡫䚹 ஂಖᮧ㝯♸࣭㛵᰿Ꮥ࣭ఫ㇂ᏹ (1990) ࠗ⌧௦࣐࣮ࢣࢸࣥࢢධ㛛࠘ࢲࣖࣔࣥࢻ♫ࠋ
ᷡᴰᅚቇ㒮⍴ᦼᄢቇ⎇ⓥ♿ⷐ㧔╙ภ㧕 ᰩᮌዎ (2003) ࠗࣜࣇࣞࢡࢸࣈ࣭ࣇ࣮ࣟ㸸࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ⌮ㄽࡢ᪂ࡋ࠸ྍ⬟ ᛶ࠘ⓑ᱈᭩ᡣࠋ ᑠᯘኴ୕㑻 (1983) ࠗ⌧௦ᗈ࿌ධ㛛࠘➨ 2 ∧ࠊࢲࣖࣔࣥࢻ♫ࠋ ᔱᮧᜨ (2008) ࠗ᪂ࡋ࠸ᗈ࿌࠘㟁㏻ࠋ ΎỈබ୍ (2000) ࠗᗈ࿌ࡢ⌮ㄽᡓ␎࠘➨ 9 ∧ࠊᡂ♫ࠋ ΎỈබ୍ (2004) ࠗᗈ࿌ࡢ⌮ㄽᡓ␎(➨ 13 ∧)࠘ᡂ♫ࠋ ΎỈබ୍ (2009) ࣐࣮ࠗࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࠘⤋⯋ࠋ ୗᮧ┤ᶞ (2004) ࠕ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࠊࢥ࣮࣏࣮ࣞࢺ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࠊࡑ ࡋ࡚ࠊࣈࣛࣥࢻ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥʊ3 ࡘࡢࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢ㛵ಀʊࠖࠗၟᏛ◊✲࠘➨ 45 ᕳࠊ➨ 1࣭2 ྕࠊ105-122 㡫ࠋ ㎷࣭Ọㄽ࣭㛵㇂┤ஓ (2014) ࠗࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥㄽࢆࡘࡴ࠘᭷ᩫ㛶ࠋ 㑣㡲ᖾ㞝 (2005) ࠕ࣐࣮ࢣࢸࣥࢢࡢ᪂ᐃ⩏(2004 ᖺ)ࡘ࠸࡚ࠖࠗᩥᩍᏛᅜ㝿Ꮫ㒊⣖せ,࠘ࠊ➨ 16 ᕳࠊ ➨ 1 ྕࠊ75-80 㡫ࠋ 㑣㡲ᖾ㞝 (2009) ࠕAMA ࡼࡿ࣐࣮ࢣࢸࣥࢢࡢ᪂ᐃ⩏(2007 ᖺ)ࡘ࠸࡚ࡢ୍⪃ᐹࠖࠗᩥᩍᏛᅜ㝿 Ꮫ㒊⣖せ࠘ࠊ➨ 19 ᕳࠊ➨ 2 ྕࠊ 93-99 㡫ࠋ すᕝ୍ᗮ࣭ᑠ∾୍⿱ (2002) ࠗࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࣉࣟࢭࢫ࠘⎼♫ࠋ ᶫᮏ‶ᘯ࣭▼ᩄ (1993) ࠗࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥㄽධ㛛࠘᱒ཎ᭩ᗑࠋ ῝⏣༤ᕫ (1999) ࠗࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥᚰ⌮Ꮫ㸫ᚰ⌮Ꮫⓗࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥㄽࡢᣍᚅʊ࠘㊰ ᭩ᡣࠋ Ỉ㔝⏤ከຍ (2004) ࠗ⤫ྜᗈ࿌ㄽʊᐇ㊶⛛ᗎࡢࣉ࣮ࣟࢳʊ࣑࠘ࢿࣦࣝ᭩ᡣࠋ ୕Ꮿ㝯அ (2004) ࠗ⌧௦࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥධ㛛 ࡣࡌࡵ࡚Ꮫࡪᗈ࿌࣭ᗈሗᡓ␎࠘ ᠕⩏ሿᏛฟ∧ࠋ ᐑཎဴ (2006) ࠗ᪂∧ ධ㛛ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥㄽ࠘ᯇ᯽♫ࠋ ࠙ⱥᩥཧ⪃ᩥ⊩ࠚ
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SUMMARY
In recent years, the role of advertising should change accordingly with changing of marketing environment. In this paper, we consider multiply and clarify the change of the role of advertising through the viewpoint of marketing communication and communication theory. As a result, this paper shows factors of advertising effectiveness and the importance of psychological effect of advertising.
ᵈ 1 https://www.ama.org/resources/Pages/Dictionary.aspx (2015 ᖺ 12 ᭶ 1 ᪥⌧ᅾ) ヂࡣࠊ᭷ග(2012), p.157 ࢆᘬ⏝ࠋ 2 2004 ᖺᐃ⩏ࡢ๓ࡣ 1985 ᖺᐃ⩏࡛࠶ࡿࠋ 3 ୗᮧ (2004)ࡣࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡘ࠸࡚ࠊࠕ༢ᗈ࿌ࡸࢭ࣮ࣝࢫ࣭ࣉ࣮ࣟࣔࢩࣙࣥࡔࡅࡀࡑࡢࡓࡿάື࡛ࡣ ࡞࠸ࠋࣃࢵࢣ࣮ࢪࣥࢢࡸ〇ရྡࠊࢧ࣮ࣅࢫෆᐜࠊ౯᱁ࠊࡇ࡛ࡑࡢ〇ရ࣭ࢧ࣮ࣅࢫࢆ࠶ࡘࡗ࡚࠸ࡿ࠸࠺ὶ㏻ࢳࣕࢿࣝࡶࠊ㢳ᐈ ࡢ㔜せ࡞ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥ࡞ࡿࠋMC ࡣ 1 〇ရࠊ࠶ࡿ࠸ࡣ〇ရ⩌ࢆᐇ༢ࡋࡓࢥ࣑ࣗࢽࢣ࣮ࢩ࡛ࣙࣥ࠶ࡿࠖ(p.107 )㏙࡚ ࠸ࡿࠋ 4 ட࣭ࣝࢹ࣮ (2009)ࡼࡿࠊ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᑐ㇟⠊ᅖࡣࠕࡋ࡚ࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢᙧែࢆ ࡗ࡚ᒎ㛤ࡉࢀࡿ࣐࣮ࢣࢸࣥࢢάື࡞࠸ࡋᡭẁࢆᣦࡍࡶࡢࠖ(p16)ࡉࢀ࡚࠾ࡾࠊᙜึࡣࠊ㸲P ⌮ㄽࡢ୰࡛ࡢࣉ࣮ࣟࣔࢩࣙࣥ(promotion) άືࡀ࣐࣮ࢣࢸࣥࢢ࣭ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡑࡢࡶࡢ࡛࠶ࡿࡉࢀ࡚࠸ࡓࠋࡋࡋ࡞ࡀࡽࠊ4P ࡢࣉ࣮ࣟࣔࢩࣙࣥ௨እࡢάື࠾࠸࡚ ぢࡿࠊ࠼ࡤ౯᱁(price)ࡣࠊࡑࡢ㔠㢠ࡸࣞ࣋ࣝ࠾࠸࡚ࠊ୍ᐃࡢရ㉁ࡸཎᮦᩱࠊᶵ⬟࡞ࢆᬯ㯲ࡢ࠺ࡕᥦ♧ࡋ࡚࠸ࡿሙྜࡀ࠶ࡾࠊ ࡑࡢࡼ࠺࡞άືࡶࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡋ࡚ᣑࡋ࡚ゎ㔘ࡍࡿࡇࡀྍ⬟ࡔࡉࢀࠊ㡿ᇦࡢᣑᙇࡀㄆࡵࡽࢀࡿࡼ࠺࡞ࡗࡓࡢ࡛࠶ࡿࠋ 5 ▼ (2004)ࡣࠊࣉ࣮ࣟࣔࢩ࣭࣑ࣙࣥࢵࢡࢫࡢᵓᡂせ⣲ࡋ࡚ᗈ࿌௨እࠊPR άືࠊேⓗ㈍ࠊࢭ࣮ࣝࢫ࣭ࣉ࣮ࣟࣔࢩࣙࣥࢆ࠶ࡆ ࡚࠸ࡿࠋPR άືࡣࠊᗈ࿌άືࡣࡇ࡞ࡾࠊ࣓ࢹࢆ㛫᥋ⓗ⏝ࡋࡼ࠺ࡍࡿࡶࡢ࡛࠶ࡿࠋPR άືࡢ୰ᚰ࡞ࡿࡢࡣࠊࢸࣞࣅࡸ 㞧ㄅ࡞ࡢ␒⤌ࡸグྲྀࡾୖࡆࡽࢀࡿࡇࢆ≺ࡗ࡚⾜࠺ሗᥦ౪άື࡛࠶ࡿࠋࡑࡋ࡚ࠊேⓗ㈍ࡣࠊ㈍ဨ࡞ࡼࡿࠊேࢆࡋ ࡓ㢳ᐈࡢ┤᥋ⓗ࡞ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࢆ㏻ࡌ࡚〇ရࡸࢧ࣮ࣅࢫࡢሗࢆᥦ♧ࡍࡿάື࡛࠶ࡿࠋ᭱ᚋࠊࢭ࣮ࣝࢫ࣭ࣉ࣮ࣟࣔࢩࣙࣥ ࡣࠊᗈ࿌άືࠊPR άືࠊேⓗ㈍ᒓࡉ࡞࠸ࣉ࣮ࣟࣔࢩࣙࣥάືࡢ⥲⛠࡛࠶ࡿࠋỤ (2008)࠾ࡅࡿ㈍ಁ㐍ࢭ࣮ࣝࢫ࣭ࣉ࣮ࣟࣔ ࢩࣙࣥࡣྠ⩏ࡔ⪃࠼ࡽࢀࡿࠋ 6 ᑠᯘ(1983)ࡢᐃ⩏࡛ࡣࠊࠕᗈ࿌ࡣࠊ㠀ேⓗ࣓ࢵࢭ࣮ࢪࡢ୰᫂♧ࡉࢀࡓᗈ࿌ࡀᡤᐃࡢேࠎࢆᑐ㇟ࡋࠊᗈ࿌┠ⓗࢆ㐩ᡂࡍࡿࡓࡵ ⾜࡞࠺ၟရ࣭ࢧ࣮ࣅࢫࡉࡽࡣࢹ(⪃࠼᪉ࠊ᪉㔪ࠊពぢ࡞ࢆពࡍࡿ)ࡘ࠸࡚ࡢሗఏάື࡛࠶ࡾࠊࡑࡢሗࡣᗈ࿌ࡢ ⟶⌮ྍ⬟࡞ᗈ࿌፹యࢆ㏻ࡌ࡚ᗈ࿌ᕷሙὶࡉࢀࡿࡶࡢ࡛࠶ࡿࠋᗈ࿌ࡣᴗࡢබᗜ൨┠ⓗࡢ㐙⾜ࡣࡶࡼࡾࠊᾘ㈝⪅ࡲࡓࡣ⏝⪅ࡢ‶ ㊊ࠊࡉࡽࡣ♫ⓗ࣭⤒῭ⓗ⚟♴ࡢቑ࡞ࡢᶵ⬟ࢆࡶక࠺ࡇ࡞ࡿࡢࡣゝ࠺ࡲ࡛ࡶ࡞࠸ࠋᴗࡢࠊ㠀Ⴀᶵ㛵ࠊಶே࡞ ࡀᗈ࿌࡞ࡿሙྜࡶ࠶ࡿ(10-12p)ࠖࡋ࡚࠸ࡿࠋ 7 ㎷ 㸧ࡣࠊࡇࡢᐃ⩏ࢆୖグ Ⅼࢆ࡚‶ࡓࡉ࡞ࡃ࡚ࡶࠊ࠸ࡎࢀࢆ㊊ࡍࡿࡶࡢࡶྵࡴࠊ࠸࠺ព࡛ࠕᐙᗞⓗ㢮ఝࡼࡿ⦆ ࡸ࡞ᐃ⩏ࠖࡋ࡚࠸ࡿࠋࡇࡢᐃ⩏ࡢሙྜከࡃࢆ‶ࡓࡍࡽࡋࡉ㸬㸬㸬ࡀ┦ᑐⓗቑࡍ࠸࠺⪃࠼᪉ࡀ࡛ࡁࡿࠋ
8 Aaker and Day, 1980, ヂ᭩, p.126 ࡽᘬ⏝ࠋ
9 すᕝ࣭ᑠ∾, 2002, p.148 ࢆཧ⪃ࡋ࡚࠸ࡿࠋ
