ィ 㔞 ᚰ ⌮ Ꮫ ࡟ ➃ ࢆ Ⓨ ࡍ ࡿ 㞳 ᩓ 㑅 ᢥ ᐇ 㦂 㸦 discrete choice experiment: DCE㸧ࢆྵࡴ⾲᫂

㈨

㈨ᩱㄽᩥ

㞳ᩓ㑅ᢥᐇ㦂࡜ど⥺ィ ࢹ࣮ࢱే⏝◊✲࡟ಀࡿືྥ

Perspectives on a Discrete Choice Experiment using Eye-Tracking Data

኱ᗋኴ㑻࣭஭ඖᬛᏊ Taro Ohdoko, Tomoko Imoto Email: [email protected]

ᮏ✏࡛ࡣ㸪⾲᫂㑅ዲἲ࡜ࡢే⏝ࡀ㐍ࡴど⥺ィ ࢹ࣮ࢱ࡟ࡘ࠸࡚㸪㞳ᩓ㑅ᢥᐇ㦂ࡢ◊✲࡟≉໬ࡋ࡚ᩚ

⌮ࡋࡓࠋ᪤ ◊✲ࡣ㸪㞳ᩓ㑅ᢥᐇ㦂ࡢᵓᡂせ⣲࡛࠶ࡿࣉࣟࣇ࢓࢖ࣝᒓᛶ᝟ሗ࡟ࡘ࠸࡚㸪༢࡟ὀពࢆ

ྥࡅࡿ࡜࠸࠺どぬⓗὀព࡜㸪☜ᐇ࡟ฎ⌮ࡋ࡚࠸ࡿ࡜࠸࠺どぬⓗฎ⌮࡟ຍ࠼࡚㸪࡝ࡢࡼ࠺࡟᝟ሗࢆ᥈ ࡍࡢ࠿࡜࠸࠺どぬⓗ᥈⣴࡜࠸࠺㸱ࡘࡢᩥ⬦࡛◊✲ࡀ㐍ࡵࡽࢀ࡚࠸ࡓࠋどぬⓗὀព࡟ࡘ࠸࡚ࡣ㸪ຠ⏝

㛵ᩘ࡟ὀど ᗘࢆඹኚ㔞࡜ࡋ࡚⤌ࡳ㎸ࡴ⡆౽ἲࡀᥦ᱌ࡉࢀ࡚࠸ࡓࠋどぬⓗฎ⌮࡟ࡘ࠸࡚ࡣ㸪㑅ᢥࢭ

ࢵࢺ᝟ሗࡢฎ⌮࡟ࡘ࠸࡚㞳ᩓⓗ࡟ᤊ࠼ࡿ஧㡯᝟ሗฎ⌮࡜㸪㐃⥆ⓗ࡟ᤊ࠼ࡿ₯ᅾ᝟ሗฎ⌮࡜࠸࠺㸰ࡘ ࡢᡭἲࡀᥦ᱌ࡉࢀ࡚࠸ࡓࠋどぬⓗ᥈⣴࡟ࡘ࠸࡚ࡣ㸪᪉␎ᣦᶆࡢᛂ⏝㸪ດຊ᭱ᑠ㝈໬㑅ᢥࣔࢹࣝ࡜㝈 ᐃྜ⌮ᛶࣔࢹࣝ࡜࠸࠺㸱ࡘࡢᡭἲࡀᥦ᱌ࡉࢀ࡚࠸ࡓࠋ௨ୖࡢᩚ⌮ࢆࡶ࡜࡟㸪⌧≧ࢆ㋃ࡲ࠼࡚௒ᚋࡢ

◊✲᪉ྥᛶࢆ⪃ᐹࡋࡓࠋ

We reviewed stated preference research using eye-tracking data, especially discrete choice experiments. The literature review identified three research topics covering the profile attributes: i.e., visual attention, which denotes aiming at attention; visual attendance, which denotes confirmable processing; and visual search, which relates to acquiring information. A simple method was proposed for visual attention, by incorporating the attentional measure into the utility function as a covariate. Two methods were proposed for visual attendance: i.e., binary information processing, which treats visual attendance as a discrete variable and latent information processing, which treats visual attendance as a continuous variable. Three methods were proposed for visual search: i.e., employing a strategy measure, satisficing choice model, and the bounded rationality model. Based on these findings, we considered future research perspectives in accordance with the current circumstances.

࣮࣮࢟࣡ࢻ㸸㞳ᩓ㑅ᢥᐇ㦂 ど⥺ィ どぬⓗὀពどぬⓗฎ⌮ どぬⓗ᥈⣴

.H\ZRUGVGLVFUHWHFKRLFHH[SHULPHQWH\HWUDFNLQJYLVXDODWWHQWLRQYLVXDODWWHQGDQFHYLVXDOVHDUFK

̿̿̿̿̿̿̿̿̿

⋊⋊༠኱Ꮫ⤒῭Ꮫ㒊

ᮾ໭኱Ꮫ኱Ꮫ㝔㎰Ꮫ◊✲⛉

ࡣ ࡣࡌࡵ࡟

ィ 㔞 ᚰ ⌮ Ꮫ ࡟ ➃ ࢆ Ⓨ ࡍ ࡿ 㞳 ᩓ 㑅 ᢥ ᐇ 㦂 㸦 discrete choice experiment: DCE㸧ࢆྵࡴ⾲᫂

㑅ዲἲ㸦 stated preference method㸧ࡣ㸪࣐࣮ࢣࢸ

࢕ࣥࢢࡢ࡯࠿㸪஺㏻ᕤᏛࡸ஺㏻⤒῭Ꮫ㸪೺ᗣ⤒῭

Ꮫ㸪㈨※⤒῭Ꮫ㸪⎔ቃ⤒῭Ꮫ㸪㎰ᴗ⤒῭Ꮫࡢㅖศ 㔝࡟࠾࠸࡚㸪㈍኎᪉␎࠿ࡽᨻ⟇ⓗពᛮỴᐃࡲ࡛ᖜ ᗈࡃᛂ⏝ࡉࢀ࡚࠸ࡿ㸦 Louviere et al.

⁽³²⁾

㸧 ࠋ DCE ࡣ ᱁Ꮚ⾲⌧࠶ࡿ࠸ࡣᐇ㝿ࡢ㈈࣭ࢧ࣮ࣅࢫ࢖࣓࣮ࢪ࡟

㏆࠸㑅ᢥࢭࢵࢺ㸦 choice set/choice card㸧ࢆ࢔ࣥࢣ

࣮ࢺࡢᅇ⟅⪅

ⁱ

࡟ᥦ♧ࡋ࡚᭱ࡶᮃࡲࡋ࠸㑅ᢥ⫥ࢆ

⟅࠼࡚ࡶࡽ࠺ᙧᘧࢆ࡜ࡿࠋ DCE ㉁ၥタィ࡟࠾࠸࡚

ࡣ㸪㐺ษ࡞ᐇ㦂ィ⏬ἲࢆ⏝࠸࡚」ᩘࡢᒓᛶ㸦ࣉࣟ

ࣇ࢓࢖ࣝᒓᛶ㸧ࢆ⤌ࡳྜࢃࡏ࡚㑅ᢥ⫥ࡢೃ⿵㸦ࣉ

ࣟࣇ࢓࢖ࣝ㸧ࢆసᡂࡋ㸪ࡑࢀ࡟࢜ࣉࢺ࢔࢘ࢺ㑅ᢥ

⫥ࢆຍ࠼ࡓ㑅ᢥࢭࢵࢺࢆᵓ⠏ࡍࡿࠋ㑅ᢥࢭࢵࢺࡣ ᅇ⟅⪅࡟4㹼 12 ࢭࢵࢺ⛬ᗘᥦ♧ࡉࢀࡿ 㸦 Balcombe et al.

⁽³⁾

㸧 ࠋศᯒ࡟࠾࠸࡚ࡣ㸪⊂❧ྠ୍ศᕸ࡟ᚑ࠺ㄗ ᕪ㡯࡟➨ I ✀ᴟ್ศᕸࢆ㸪㑅ዲ࡟ᆒ㉁ᛶࢆ௬ᐃࡋ ࡓ᮲௳௜ࣟࢪࢵࢺࣔࢹࣝ㸦 conditional logit model: CL, McFadden

⁽³³⁾

㸧ࢆ➃⥴࡜ࡋ࡚㸪㑅ዲࡢ ከᵝᛶࢆ㐃⥆ⓗ࡟⾲⌧ࡍࡿࣛࣥࢲ࣒ࣃ࣓࣮ࣛࢱࣟ

ࢪࢵࢺࣔࢹࣝ㸦random parameter logit model:

RPL

ⁱⁱ

, Train

⁽⁶¹⁾

㸧 ࡸㄗᕪศᩓ࡟཯ẚ౛ࡍࡿࢫࢣ࣮ࣝ

ࡢከᵝᛶࡶ⾲⌧ྍ⬟࡞㝵ᒙ࣋࢖ࢬࣟࢪࢵࢺࣔࢹࣝ

㸦 hierarchical Bayes logit model: HBL, Train

⁽⁶¹⁾

㸧 㸪 RPL ࡢᐃᘧ໬࡟ࢫࢣ࣮ࣝࡢከᵝᛶࢆ㏣ຍࡋࡓ୍

⯡ ໬ ከ 㡯 ࣟ ࢪ ࢵ ࢺ ࣔ ࢹ ࣝ 㸦 generalized multinomial logit model, Fiebig et al.

⁽¹⁷⁾

㸧 㸪㞳ᩓⓗ

࡟⾲⌧ࡍࡿ₯ᅾࢡࣛࢫࣟࢪࢵࢺࣔࢹࣝ㸦latent class logit model 㸧࠶ࡿ࠸ࡣ᭷㝈ΰྜࣟࢪࢵࢺࣔࢹ

ࣝ㸦 finite mixture logit model㸧 㸦ᰩᒣ࣭ᗉᏊ

⁽³⁰⁾

㸧

࡜࠸ࡗࡓ㸪ࡼࡾᰂ㌾࡞ࣔࢹࣝࡀ㛤Ⓨࡉࢀ࡚ࡁࡓ

ⁱⁱⁱ

ࠋ ୍᪉࡛㸪ศᯒ࡟࠾࠸࡚ຠ⏝᭱኱໬ࡀ௬ᐃࡉࢀ࡚

ࡁࡓࡇ࡜ࡢࡳ࡞ࡽࡎ㸪ࡍ࡭࡚ࡢ᝟ሗࢆฎ⌮ࡋ࡚࠸

ࡿಶேࡀ௬ᐃࡉࢀ࡚࠸ࡿⅬ࡟ࡘ࠸࡚ࡶᮍゎỴࡢㄢ 㢟ࡀ࠶ࡿ㸦 Hensher et al.

⁽²³⁾

; Hanemann

⁽²²⁾

㸧 ࠋ๓

⪅࡟ࡘ࠸࡚ࡣຠ⏝᭱኱໬࡟ࡼࡽ࡞࠸ከᵝ࡞ࣄ࣮ࣗ

ࣜࢫࢸ࢕ࢵࢡࢫࡢᏑᅾ࡟ࡘ࠸࡚ᩘ⌮ᚰ⌮Ꮫⓗ࡞ᐃ ᘧ໬ࡀ࡞ࡉࢀ㸦 Chorus

⁽¹¹⁾

, Gilbride and Allenby

⁽¹⁹⁾

㸧

iv

㸪ᚋ⪅࡟ࡘ࠸࡚ࡣ DCE ࡢࣉࣟࣇ࢓࢖ࣝᒓᛶ࡟㛵 ࡍࡿ㸦㒊ศⓗ࡞㸧᝟ሗࡢ㠀ฎ⌮㸦 attribute non- attendance: AN-A㸧࡜࠸࠺ࣄ࣮ࣗࣜࢫࢸ࢕ࢵࢡࢫ ࡢྍ⬟ᛶࡀᣦ᦬ࡉࢀ㸪ㄆ▱㈨※࡟㝈ࡾࡢ࠶ࡿࣄࢺ ࡢ᝟ሗฎ⌮ࡀ᳨ウࡉࢀ࡚࠸ࡿ

^v

ࠋࡍ࡞ࢃࡕ㸪࠶ࡿࣉ

ࣟࣇ࢓࢖ࣝᒓᛶࡢ᝟ሗࢆฎ⌮࣭⪃៖ࡋ࡚࠸ࡿࣄࢺ

ࢆࠕ㸦ᙜヱࣉࣟࣇ࢓࢖ࣝᒓᛶ࡟㛵ࡍࡿ㸧ฎ⌮⪅

㸦 attender㸧 ࠖ 㸪ฎ⌮࣭⪃៖ࡋ࡞࠸㸦࠶ࡿ࠸ࡣ↓ど ࡍࡽࡋ࡚࠸ࡿ㸧ࣄࢺࢆࠕ㠀ฎ⌮⪅㸦non-attender㸧 ࠖ

࡜ࡋ࡚ศᯒࡀྍ⬟࠿ࢆᶍ⣴ࡍࡿศ㔝࡛࠶ࡿࠋࣄࢺ

ࡢ᝟ሗฎ⌮ᵓ㐀ࢆࡼࡾ῝ࡃศᯒࡍࡿࡓࡵ㸪㏆ᖺࡢ DCE ◊✲࡛ࡣ Meißner and Decker

⁽³⁴⁾

ࢆ➃⥴࡜

ࡋ࡚ᵝࠎ࡞ࢭࣥࢧ࣮㸪࡜ࡾࢃࡅど⥺ィ 㸦eye- tracking: ET 㸧ࢹ࣮ࢱࢆ฼⏝ࡍࡿ◊✲ࡀቑຍࡋ࡚

࠸ࡿ

^vi

ࠋ Balcombe et al.

⁽³⁾

ࡣ㸪㞳ᩓ㑅ᢥᐇ㦂ࡢᵓᡂ せ⣲࡛࠶ࡿࣉࣟࣇ࢓࢖ࣝᒓᛶ᝟ሗ࡟ࡘ࠸࡚㸪༢࡟

ὀពࢆྥࡅࡿ࡜࠸࠺どぬⓗὀព㸦 visual attention㸧

࡜㸪☜ᐇ࡟ฎ⌮ࡋ࡚࠸ࡿ࡜࠸࠺どぬⓗฎ⌮㸦visual attendance㸧࡜࠸࠺㸰ࡘࡢᩥ⬦ࢆᐃ⩏ࡋ㸪◊✲ศ 㔝࡜ࡋ࡚ࡢ≧ἣᩚ⌮ࢆヨࡳࡓࠋᮏ✏ࡣ㸪 Balcombe et al.

⁽³⁾

௨㝆ࡶ◊✲ࡀ㐍ᒎࡋ࡚࠸ࡿࡇ࡜㸪ᡭἲࡢࡍ ࡑ㔝ࡢᗈ࠸⾲᫂㑅ዲἲࡍ࡭࡚ࢆ⥙⨶ࡍࡿ࡜ᡭἲ≉

᭷ࡢ௬ᐃࡶ」㞧࡟᳨ウࡋ࡞ࡅࢀࡤ࡞ࡽ࡞࠸ࡇ࡜࠿

ࡽ㸪 DCE ࡟≉໬ࡋ࡚ᴫᛕࡢᩚ⌮࡜◊✲ࡢ᪉ྥᛶ ࡢ᳨ウࢆ┠ⓗ࡜ࡍࡿ

^vii

ࠋ

ᮏ✏ࡢᵓᡂࡣ௨ୗࡢ࡜࠾ࡾ࡛࠶ࡿࠋ⠇࡛ࡣ(7฼

⏝ࡢᇶ♏஦㡯࡜'&(࡜ࡢే⏝◊✲ࢆᴫほ㸪ᩚ⌮ࡍࡿࠋ ⠇࡛⥲ᣓࡋ㸪௒ᚋࡢᒎᮃ࡟ࡘ࠸࡚㏙࡭ࡿࠋ

᪤ ◊✲ᴫほ

ど⥺ィ ⿦⨨฼⏝ࡢᇶ♏஦㡯

ET ࢹ࣮ࢱ࡟ࡘ࠸࡚ࡣ◊✲ⓗ࣭ᢏ⾡ⓗ࡞୧㠃࠿

ࡽ㐍ቃⴭࡋ࠸ࠋ◊✲ⓗഃ㠃࡜ࡋ࡚ࡣ㸪ࡲࡎࡣᩥ❶ ㄞゎ㸦Rayner

⁽⁴⁶⁾

㸪Rayner

⁽⁴⁷⁾

㸧ࡸពᛮỴᐃ⌮ㄽ 㸦 Orquin and Loose

⁽⁴⁰⁾

㸧ࡢศ㔝࡟࠾࠸࡚ࡉ࠿ࢇ࡟

฼⏝ࡉࢀ࡚ࡁ࡚࠾ࡾ㸪⤒῭Ꮫ࡟࠾࠸࡚ࡶ Knoepfle et al.

⁽²⁸⁾

㸪 Wang et al.

⁽⁶⁹⁾

㸪 Reutskaja et al.

⁽⁴⁸⁾

ࢆዎ ᶵ࡜ࡋ࡚஦౛⵳✚ࡀ㐍ࢇ࡛࠸ࡿࠋET ࡢᢏ⾡ⓗ࡞

ഃ㠃࡜ࡋ࡚ࡣ㸪ࣅࢹ࢜グ㘓࡟ࡼࡿື⏬ⓗィ ࠿ࡽ

㉥እ⥺↷ᑕ࡟ࡼࡿィ ࡬㸪ཧຍ⪅

^viii

ࡢ㢌㒊ࢆᅛᐃ ࡍࡿࡶࡢ࠿ࡽࡋ࡞࠸ࡶࡢ࡬㸪ࡉࡽ࡟ࡣࣇ࢕࣮ࣝࢻ ᐇ㦂࡟ࡶ⏝࠸ࡽࢀࡿ║㙾ᆺ࡬࡜㸪ィ ⢭ᗘࡢྥୖ

࡜࠶ࢃࡏ࡚㐍ᒎࡋ࡚࠸ࡿ

^ix

ࠋ ET ࢹ࣮ࢱࡣ㸪ࡲࡎ୺

࡟ὀど㸦 fixation㸧࡜⾪ືᛶ║⌫㐠ື࠶ࡿ࠸ࡣࢧࢵ

࣮࢝ࢻ㸦saccade㸧࡟኱ูࡉࢀࡿ㸦Wedel and Pieters

⁽⁷⁰⁾

, 㔛ᮧ

⁽⁵²⁾

㸧 ࠋ ๓⪅ࡣ 200㹼 500 ࣑ࣜ⛊ࡢ㛫

࡟㸪ほᐹ⪅

^x

ࡀタᐃࡋࡓ㛵ᚰ㡿ᇦ㸦area of interest:

AOI㸧࡟೵␃ࡍࡿ║⌫㐠ືࢆ㸪ᚋ⪅ࡣ 20㹼 40 ࣑

ࣜ⛊ࡢ㛫࡟ὀどⅬ㛫ࢆ⛣ືࡍࡿ㧗㏿࡞║⌫㐠ືࢆ

ᣦࡍ

^xi

ࠋࡑࡢ࡯࠿㸪▖Ꮝᣑᙇ㸦pupil dilation㸧ࡸ

▐┠㸦 blink㸧ࡶ ET ࢹ࣮ࢱ࡜ࡋ࡚ྲྀᚓࡉࢀࡿࠋ ET ࢹࣂ࢖ࢫ࡛ ᐃࡉࢀࡓࠕ⏕ࠖࡢࢹ࣮ࢱࡣḞᦆ್ࡸ

ࣀ࢖ࢬࡀฎ⌮ࡉࢀࡓࡢࡕ㸪║⌫㐠ືࡢ㏿ᗘࢆ⏝࠸

࡚タᐃࡉࢀࡿ㜈್࡟ࡼࡗ࡚ὀど࡜ࢧࢵ࣮࢝ࢻ࡟ศ

๭ࡉࢀࡿࠋ㜈್ࡣཧຍ⪅㛫࡛ほᐹ⪅ࡀ୍ᐃ࡟タᐃ ࡍࡿ࡯࠿㸪 Van der Lans et al.

⁽⁶⁵⁾

ࡣཧຍ⪅ู࡟᥎ ᐃࡍࡿᡭἲࢆ㛤Ⓨࡋࡓࠋ

ET ࢹ࣮ࢱ࡜ࡋ࡚⋓ᚓࡉࢀࡓ᝟ሗࡣ」ᩘࡢど⥺

 ᗘ࡜ࡋ࡚ィ⟬࣭฼⏝ࡉࢀࡿࠋ௨ୗ࡟ᣲࡆࡿࡼ࠺

࡟ࡁࢃࡵ࡚ከᵝ࡛࠶ࡾ㸪◊✲ࡢᩥ⬦࡟ࡼࡗ࡚࡝ࢀ

ࡀ㐺ࡋ࡚࠸ࡿࡢ࠿࡟ࡘ࠸ุ࡚᩿ࡀồࡵࡽࢀࡿ

^xii

ࠋ 1) ึᅇὀど๓⤒㐣᫬㛫㸦time to first fixation:

TFF 㸧 㸸 AOI ࢆ᭱ึ࡟ぢࡿࡲ࡛ࡢ⤒㐣᫬㛫ࠋ 2) ึᅇὀど๓ὀど㢖ᗘ㸦 fixations before㸧 㸸 AOI

ࢆ᭱ึ࡟ぢࡿ๓ࡢὀどⅬࡢᩘࠋ

3) ึᅇὀど⤒㐣᫬㛫㸦first fixation duration:

FFD㸧 㸸 AOI ࢆ᭱ึ࡟ぢࡓ࡜ࡁࡢ㸪᭱ึࡢὀど

Ⅼ࡟࠾ࡅࡿ⤒㐣᫬㛫ࠋ

4) ὀど⤒㐣᫬㛫㸦 fixation duration: FD㸧 㸸 AOI ෆࡢὀどⅬࡍ࡭࡚࡟ࡘ࠸࡚ࡢ⤒㐣᫬㛫ࠋ 5) ⥲ὀど⤒㐣᫬㛫㸦total fixation duration:

TFD㸧 㸸 FD ࡢྜィࠋ

6) ὀど㢖ᗘ㸦 fixation count: FC㸧 㸸 AOI ෆࡢὀ どⅬࡢᩘࠋ

7) ೵␃᫬㛫㸦visit duration: VD㸧 㸸 AOI ෆ࡟೵

␃ࡋࡓ᭱ึࡢὀどⅬ࠿ࡽ᭱ᚋࡢὀどⅬࡲ࡛ࡢ

೵␃᫬㛫ࠋ೵␃ࡣ AOI ෆ࡟ὀどⅬࡀධࡗ࡚࠿

ࡽฟࡿࡲ࡛ࢆ 1 ᅇ࡜ᐃ⩏ࡍࡿࠋࢧࢵ࣮࢝ࢻࢆ

ྵࡳ㸪ᚲ↛ⓗ࡟ FD ௨ୖ࡜࡞ࡿࠋ

8) ⥲೵␃᫬㛫㸦total visit duration: TVD㸧 㸸 VD ࡢྜィࠋ

9) ೵␃㢖ᗘ㸦visit count: VC㸧 㸸 AOI ࡟೵␃ࡋࡓ ᅇᩘࠋᚲ↛ⓗ࡟ FC ௨ୗ࡜࡞ࡿࠋ

10) ὀど๭ྜ㸦percentage fixated: PF㸧 㸸 AOI ὀ どⅬᩘࡀ඲యࡢὀどⅬᩘ࡟༨ࡵࡿ๭ྜࠋᑡ࡞

ࡃ࡜ࡶ 1 ᅇὀどࡋࡓࡇ࡜ࡀ᮲௳࡜࡞ࡿࠋ ࡇࡢ࡯࠿࡟㸪(7 ࢹ࣮ࢱィ ᐇ㦂୰࡟㸪 㸦࢙࢘ࣈ㸧

⏬㠃ࢆࢡࣜࢵࢡࡋࡓࡇ࡜࡟௜㝶ࡍࡿど⥺ ᗘࡶ࠶

ࡿࠋࡲࡓ㸪ὀど࡜ࢧࢵ࣮࢝ࢻࡢศ㢮࠿ࡽど⥺⛣ື

㸦JD]HVKLIWLQJ*6㸧ࡶᐃ⩏࡛ࡁࡿࠋ

㞳 㞳ᩓ㑅ᢥᐇ㦂࡜ࡢే⏝◊✲ᴫほ

DCE ࡜ ET ࡜ࡢే⏝◊✲࡟ࡘ࠸࡚㸪➹⪅ࡽࡀ ࠕ (discrete) choice experiment㸩 eye trackingࠖ

ࠕ conjoint analysis㸩eye trackingࠖ࡜᳨⣴⏝ㄒࢆ

タᐃࡋ࡚ᶵᲔⓗ࡟᳨⣴ࡋ㸪ࡑࡢᘬ⏝ᩥ⊩ࡸཧ⪃ᩥ

⊩ࡶ᳨ウࡋࡓ࡜ࡇࢁ㸪 ⾲1 ࡢ 22 ㄽᩥࡀᚓࡽࢀࡓࠋ ᮏ⠇࡛ࡣᇶ♏ⓗ஦㡯ࢆᴫほࡍࡿࠋ

ࡲࡎ㸪ᶆᮏࢧ࢖ࢬ࡟ࡘ࠸࡚㸪ᐊෆᐇ㦂ࡀᚲ㡲࡛

࠶ࡿ⌧≧࠿ࡽ㸪 100 ௨ୖࡢཧຍ⪅ࢆ㞟ࡵ࡚࠸ࡿࢣ

࣮ࢫࡣẚ㍑ⓗ࡟ᑡ࡞࠸ࠋBalcombe et al.

⁽⁴⁾

ࡣ㸪ࡶ

ࡋศᯒ⢭ᗘࢆྥୖࡉࡏࡿࡇ࡜ࢆ⪃࠼ࡿ࡞ࡽࡤ ET ࢹ࣮ࢱࢆ DCE ࡢศᯒ࡟㏣ຍࡍࡿࡼࡾࡶᶆᮏࢧ࢖

ࢬࢆ኱ࡁࡃࡍࡿ᪉ࡀㄪᰝ㈝⏝ࡢ㠃࡛ࡶຠ⋡ⓗ࡛࠶

ࡾ㸪㠀ᖖ࡟ࠕᡭ㛫ࠖࡢ࠿࠿ࡿ ET ࢹ࣮ࢱࢆ཰㞟ࡍ

ࡿ࡞ࡽࡤ㸪ET ࢹ࣮ࢱ࡛ࡋ࠿࡛ࡁ࡞࠸ពᛮỴᐃ㐣

⛬ศᯒࡸ DCE ࡢࣉࣟࣇ࢓࢖࣭ࣝ㑅ᢥࢭࢵࢺタィ

࡟ࡘ࠸࡚ྲྀࡾ⤌ࡴ࡭ࡁ࡜୺ᙇࡋ࡚࠸ࡿࠋ⌧࡟㸪 Grebitus et al.

⁽²⁰⁾

ࡸ Spinks and Mortimer

⁽⁵⁶⁾

ࡣᒓ ᛶᩘࢆኚ࠼ࡿࡇ࡜࡛㑅ᢥࢭࢵࢺࡢ」㞧ᛶࢆኚ໬ࡉ ࡏ㸪 㑅ᢥࢭࢵࢺタィ◊✲࡟ࡘ࠸࡚ྲྀࡾ⤌ࢇ࡛࠸ࡿࠋ

ࡲࡓ㸪ホ౯ᑐ㇟㈈࡜ࡋ࡚ࡣ㸪㣗ရࡢ஦౛ࡀᅽಽ

ⓗ࡟ከ࠸ࠋᙜึࡣ Wedel and Pieters

⁽⁷⁰⁾

ࡢᥦၐࡍ

ࡿどぬⓗ࣐࣮ࢣࢸ࢕ࣥࢢ㸦 visual marketing㸧◊

✲࡜ࡋ࡚᥎㐍ࡉࢀ࡚ࡁࡓࡇ࡜ࡀ࠺࠿ࡀ࠼ࡿࠋࡶࡕ

ࢁࢇཧຍ⪅࡟ẚ㍑ⓗ࡞ࡌࡳࡢ῝࠸㣗ရࢆ⏝࠸࡚◊

✲᪉ἲ࡟ぢ㏻ࡋࢆࡘࡅࡓ࠸࡜࠸࠺஦᝟ࡶ࠶ࢁ࠺ࠋ ࡍ࡛࡟㸪 Behe et al.

⁽⁷⁾

ࡸ Palma et al.

⁽⁴²⁾

ࡣᅬⱁศ 㔝࡟㸪 Krucien et al.

⁽²⁹⁾

㸪 Ryan et al.

⁽⁵¹⁾

㸪 Spinks and Mortimer

⁽⁵⁶⁾

ࡣ་⒪೺ᗣศ㔝࡟㸪Oviedo and Caparros

⁽⁴¹⁾

ࡣ⎔ቃศ㔝࡟㐺⏝ࢆヨࡳ࡚࠾ࡾ㸪௒ᚋ ࡣࡉࡽ࡟ᑐ㇟ศ㔝ࢆᣑ኱ࡍࡿࡇ࡜ࡀᮇᚅࡉࢀࡿࠋ

(7

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⥺ ᗘࢆే⏝ࡋࡓࠋ࡜ࡾࢃࡅ

$UHVHWDO

ࡣ᪤ ◊

✲ࢆᘬ࠸࡚ྛ ᗘ࡟ព࿡௜ࡅࢆᐃ⩏ࡋ࡚࠸ࡿࠋࡍ

࡞ࢃࡕ㸪

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࡚㸪ࡑࢀࡒࢀ⏝࠸࡚࠸ࡿࠋከᵝ࡞ഃ㠃ࢆྠ᫬◊✲

ࡋࡼ࠺࡜࠸࠺ヨࡳࡢ୍᪉㸪

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ే⏝◊✲࡟࠾

࠸࡚⾜ື⛉Ꮫⓗ࡞᭷ຠ⌮ㄽ㸦

HIIHFWLYHWKHRU\㸧^[LLL

ࡀ

୙㊊ࡋ࡚࠸ࡿࡓࡵ࡟⥲ྜⓗ࡟ุ᩿ࡏࡊࡿࢆᚓ࡞࠸

ྍ⬟ᛶࡶ࠶ࡿࠋ

◊✲┠ⓗ࡟ࡼࡿศ㢮

ᮏ⠇࡛ࡣ㸪ᚓࡽࢀࡓ 22 ㄽᩥࢆ┠ⓗู࡟ศ㢮ࡍ

ࡿࠋ Balcombe et al.

⁽³⁾

㸪Balcombe et al.

⁽⁴⁾

ࡣ DCE ࡢࣉࣟࣇ࢓࢖ࣝᒓᛶ᝟ሗ࡟ࡘ࠸࡚㸪༢࡟ὀពࢆྥ

ࡅࡿどぬⓗὀព࡜⪃៖࣭ẚ㍑ࡋࡓ࡜☜ᐇ࡟ゝ࠼ࡿ

どぬⓗฎ⌮ࢆศࡅࡓࠋ

1) どぬⓗὀព㸸 Balcombe et al.

⁽³⁾

ࡣ FD ࡛ᒓᛶ

ู࡟ᤊ࠼ࡿ࡜ࡋࡓࠋ

2) どぬⓗฎ⌮㸸㑅ᢥࢭࢵࢺࡢ඲㑅ᢥ⫥࡟࠾࠸࡚

ᙜヱᒓᛶࡀὀどࡉࢀࡿࡇ࡜ࠋ Balcombe et al.

⁽³⁾

ࡣ FC ุ࡛᩿ࡉࢀࡿ࡜ࡋࡓࠋ

๓⪅ࡣᚋ⪅ࡢᚲせ᮲௳࡛࠶ࡾ㸪ࣉࣟࣇ࢓࢖ࣝᒓᛶ

ࢆ⪃៖࡟ධࢀࡓࡢ࠿࡜࠸࠺AN-A ⌧㇟࡟ࡣどぬⓗ

ฎ⌮ᴫᛕࡀᑐᛂࡍࡿࠋࡑࡇ࡛㸪ὀពࢆ᫂♧ࡍࡿࡶ

ࡢࡣどぬⓗὀព㸪ฎ⌮ࡸ AN-A ⌧㇟ࢆ᫂♧ࡍࡿࡶ

ࡢࡣどぬⓗฎ⌮࡟ศ㢮ࡍࡿࡇ࡜࡜ࡋࡓࠋ

⾲㸯㸸DCE/ET ే⏝◊✲ࡢᇶ♏஦㡯ᩚ⌮

ⴭ⪅ ᶆᮏࢧ࢖ࢬ ホ౯ᑐ㇟㈈ ᒓᛶᩘ 㑅ᢥ

ࢭࢵࢺᩘ ฼⏝ETࢹ࣮ࢱ どぬⓗὀព

Ares et al.⁽²⁾ 71 ࣮ࣚࢢࣝࢺࣛ࣋ࣝ 3 8 FC, TFD, VD, TFF, PF

Behe et al.⁽⁷⁾ 101 ᅬⱁ⏝ⰼ༘ 3 9 TFF, FC, TFD, TVD

Bialkova et al.⁽⁸⁾ 64 ࣮ࣚࢢࣝࢺࣛ࣋ࣝ 3 15 FD, FC

Grebitus et

al.⁽²⁰⁾ 130 ࢳ࢙ࢲ࣮ࢳ࣮ࢬ 3, 5 12 TVD

Meißner et

al.⁽³⁵⁾ 60 ࢝ࢵࣉࢥ࣮ࣄ࣮

࣓࣮࣮࢝ 6 12 FC

Meyerding and

Merz⁽³⁶⁾ 73 ࣜࣥࢦ 3 49 FD, FC, VD, VC

Meyerding⁽³⁷⁾ 17 ࢺ࣐ࢺ 3 25 VD, VC, FD, FC

Orquin et al.⁽³⁹⁾ 68 ࣇ࣮ࣝࢶ࣮ࣚࢢࣝࢺ 6 48 PF

Oviedo and

Caparros⁽⁴¹⁾ 105 ࢖ࢱࣜ࢔࢝ࢧ࣐ࢶࡢ

᳃ᯘ෌⏕ࣉࣟࢢ࣒ࣛ 3 4 TVD

Van Loo et

al.⁽⁶⁶⁾ 81 ࢢࣛ࢘ࣥࢻࢥ࣮ࣄ࣮ 5 8 FC, FD どぬⓗฎ⌮

Ares et al.⁽²⁾ 71 ࣮ࣚࢢࣝࢺࣛ࣋ࣝ 3 8 FC, TFD, VD, TFF, PF

Balcombe et

al.⁽³⁾ 40 ᾘ㈝⪅≀౯ᣦᩘ

ィ ᾘ㈝㈈ 5 12 FC, FD Balcombe et

al.⁽⁴⁾ 99 ࣌ࣃࣟࢽࣆࢵࢶ࢓ 5 24 VD

Krucien et al.⁽²⁹⁾ 58 ೺ᗣ⏕άࣉࣟࢢ࣒ࣛ 7 12 TFD

Meyerding⁽³⁷⁾ 17 ࢺ࣐ࢺ 3 25 VD, VC, FD, FC

Spinks and

Mortimer⁽⁵⁶⁾ 32 㛵⠇③࡜୙╀⑕ࡢ

἞⒪ἲ 3㹼8 8 VC

Van Loo et

al.⁽⁶⁷⁾ 81 ࢢࣛ࢘ࣥࢻࢥ࣮ࣄ࣮ 5 8 FC, TFD どぬⓗ᥈⣴

Meißner and

Decker⁽³⁴⁾ 62 ࢝ࢵࣉࢥ࣮ࣄ࣮

࣓࣮࣮࢝ 6 12 FC㸪GS

Palma et al.⁽⁴²⁾ 108 ほⴥ᳜≀ 3 9 FFD, FC, TVD,

㸰ᅇ┠ࡢὀど

Ryan et al.⁽⁵¹⁾ 58 ೺ᗣ⏕άࣉࣟࢢ࣒ࣛ 6 10 FC, GS

Stüttgen et

al.⁽⁵⁷⁾ 75 ࢖ࣥࢫࢱࣥࢺ

ࢾ࣮ࢻࣝ 3 15 FC, GS Uggeldahl et

al.⁽⁶³⁾ 190 ∵ࡦࡁ⫗ 4 12 GS

Yang et al.⁽⁷³⁾ 70 ࣛࢵࣉࢺࢵࣉPC 6 20 VC, ὀど఩⨨㛫㊥㞳㸪

GS

୙᫂

Greenacre⁽²¹⁾ 30 ⯟✵ࣉࣛࣥ 4 28 FD

ὀ㸯㸸Ares et al.⁽²⁾࡜Meyerding⁽³⁷⁾ࡣどぬⓗὀព࡜どぬⓗฎ⌮ࡢ཮᪉࡟ศ㢮ࡋࡓࠋ

ὀ㸰㸸Meißner et al.⁽³⁵⁾ࡣ࡯࠿࡟ࣅ࣮ࢳࣂࢣ࣮ࢩࣙࣥ◊✲ࡸ㸪Yang et al.⁽⁷³⁾ࡢࣛࢵࣉࢺࢵࣉPCࡢ◊✲࡜ྜࢃࡏ㸪ᕪ

␗ࡢ᳨ドࡶሗ࿌ࡋ࡚࠸ࡿࠋ

ࡲࡓ㸪ᾘ㈝⪅⾜ືࡢពᛮỴᐃ࡟ࡣどぬⓗ࡞᝟ሗ ࡢ᥈⣴ࡶ㔜せ࡞せ⣲ࡢࡦ࡜ࡘ࡛࠶ࡿࠋᾘ㈝⪅⾜ື

ㄽ࡟࠾࠸࡚ࡣ㸪ၥ㢟ㄆ㆑㸦 problem recognition㸧 㸪

᝟ሗ᥈⣴㸦information search㸧㸪㑅ᢥ⫥ホ౯ 㸦 alternative evaluation㸧 㸪ពᛮỴᐃ࡜࠸࠺ὶࢀ

࡛ᩚ⌮ࡉࢀ㸦 Mothersbaugh and Hawkins

⁽³⁸⁾

㸧 㸪

࣐࣮ࢣࢸ࢕ࣥࢢࡢᩥ⬦࡛ࡣどぬⓗ᥈⣴㸦visual search㸧ࡶ◊✲ࡉࢀ࡚࠸ࡿ㸦Wedel and Pieters

⁽⁷¹⁾

㸧 ࠋ DCE ࡢࣉࣟࣇ࢓࢖ࣝᒓᛶ᝟ሗ࡟ࡘ࠸࡚ࡶ㸪 どぬⓗ

᥈⣴᫬࡟࣎ࢺ࣒࢔ࢵࣉせ⣲ࡢᙳ㡪࠿ࡽὀពࡀྥࡅ

ࡽࢀࡿࡇ࡜ࡸ㸪┠ⓗ࡟ᛂࡌ࡚⪃៖࡟ධࢀࡿ࡜࠸࠺

ࢺࢵࣉࢲ࢘ࣥせ⣲ࡢᙳ㡪࠿ࡽどぬⓗ᥈⣴ࢆ⾜࠺ࡇ

࡜ࡀ⪃࠼ࡽࢀ㸪どぬⓗὀពࡸどぬⓗฎ⌮࡜ࡣู࡟

どぬⓗ᥈⣴ࡢ᳨ウࡀḞ࠿ࡏ࡞࠸ࠋ ࡑࡇ࡛ᮏ✏࡛ࡣ㸪 DCE ࡢࣉࣟࣇ࢓࢖ࣝᒓᛶ᝟ሗ࡟㛵ࡍࡿどぬⓗ᥈

⣴࡟ࡘ࠸࡚⊂❧࡟ศ㢮ࡍࡿࡇ࡜࡜ࡋࡓࠋ

࡞࠾㸪௨ୗࡢᐃᘧ໬࡟࠾ࡅࡿඹ㏻せ⣲࡜ࡋ࡚☜

⋡ⓗ㸦ࣛࣥࢲ࣒㸧ຠ⏝ࣔࢹࣝ㸦random utility model㸧ࢆࡇࡇ࡛ᩚ⌮ࡍࡿࠋࣛࣥࢲ࣒ຠ⏝ࣔࢹࣝ

࡛ࡣ㸪㛫᥋ຠ⏝㛵ᩘࡢほᐹྍ⬟࡞☜ᐃ㡯࡜ほᐹ୙

ྍ⬟࡞ㄗᕪ㡯ࡢຍἲศ㞳ᛶ㸪ࣃ࣓࣮ࣛࢱࡢ⥺ᆺᛶ 㸦 linear-in-parameter㸧ࢆ௬ᐃࡋࡓࣔࢹࣝࡀከࡃ

⏝࠸ࡽࢀࡿ

^xiv

ࠋ

୬୨୲ൌ ୬୨୲൅ ɂ୬୨୲ൌ Ⱦɉ^ᇱš୬୨୩୲

࠙ Eq.1ࠚ

ࡣᅇ⟅⪅ಶே㸪Œࡣ㑅ᢥ⫥࠶ࡿ࠸ࡣᥦ♧ࡉࢀࡓࣉ

ࣟࣇ࢓࢖ࣝ㸪

–ࡣ」ᩘᅇࡢ㉁ၥࢆࡍࡿ'&(

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š୬୨୩୲

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࡟㑅ᢥࢭࢵࢺ

–

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ࣟࣇ࢓࢖ࣝᒓᛶࡢ㝈⏺ຠ⏝࣋ࢡࢺࣝ㸪

ɉ

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ࡢᏛ⩦࣭⑂ປࡢຠᯝࡀ⌧ࢀ㸪࠶ࡿ࠸ࡣྠࡌ㑅ᢥ≧

ἣ࡟࠾࠸࡚ࡲࡗࡓࡃྠᵝ࡟ᅇ⟅ࡍࡿࡢ࠿࡜࠸࠺㑅 ዲࡢ୍㈏ᛶ㸦

FRQVLVWHQF\㸧ࡸ'&(

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ᛶ㸦

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㸧 ࠋ

ど どぬⓗὀព

Ares et al.

⁽²⁾

ࡣ㸪Epstein et al.

⁽¹⁵⁾

ࡀ㛤Ⓨࡋࡓྜ

⌮ⓗ⤒㦂ⓗᑻᗘ 㸦 rational experiential inventory㸧

ࢆ⏝࠸㸪ᅉᏊศᯒ࡜₯ᅾࢡࣛࢫศᯒࢆే⏝ࡋ࡚ᅇ

⟅⪅ࢆ┤ほⓗ࣭⤒㦂ⓗᛮ⪃ࢫࢱ࢖ࣝ࡜ศᯒⓗ࣭ྜ

⌮ⓗᛮ⪃ࢫࢱ࢖ࣝ࡟ศࡅࡓࡢࡕ㸪ࢡࣛࢫࢱ࣮ࡈ࡜

࡟ CL ࡛ຠ⏝㛵ᩘࢆ᥎ᐃࡋ㸪๓㏙ࡢど⥺ ᗘࡢ㞟 ィ⤖ᯝ࡜ྜࢃࡏ࡚ሗ࿌ࡋࡓࠋ㑅ᢥࢭࢵࢺ࡜ࡋ࡚⌧

ᐇⓗ࡞ࢹࢨ࢖ࣥࡢ࣮ࣚࢢࣝࢺࣛ࣋ࣝࢆୖୗ࡟㸰ࡘ

⤌ࡳྜࢃࡏ㸪࢜ࣉࢺ࢔࢘ࢺࡢ࡞࠸ᙉไⓗ㑅ᢥᐇ㦂 㸦 forced choice experiment㸧ࢆᐇ᪋ࡋࡓࠋᒓᛶ࡟

ࡣヲ⣽࡞ᰤ㣴ᡂศ⾲♧㸪ࣛ࣋ࣝ⫼ᬒ㸪ᰤ㣴ᡂศࡢ ከᐻࢆ㉥࣭㯤࣭⥳࡛♧ࡍಙྕࢩࢫࢸ࣒㸦 traffic light system: TLS㸧ࢆ⏝࠸࡚㸪ヲ⣽࡞グ㏙࡜ࢢࣛࣇ࢕

ࢵࢡ࡞࢖࣓࣮ࢪࡢ཮᪉ࡢᙳ㡪ࢆศᯒࡋ࡚࠸ࡿࠋศ ᯒ⤖ᯝ࡜ࡋ࡚㸪┤ほⓗ࣭⤒㦂ⓗᛮ⪃ࢫࢱ࢖ࣝࡢ᪉ ࡀ඲య࡜ࡋ࡚どぬⓗὀពᗘྜࡀప࠸ࡇ࡜ࢆ♧၀ࡋ ࡓࠋࡲࡓ㸪㑅ዲ㡰ᗎ࡜ど⥺ ᗘ㡰ᗎ࡟୍⮴ࡀぢࡽ

ࢀ࡞࠿ࡗࡓ

^xv

ࠋࡍ࡞ࢃࡕ㸪ྜ⌮ⓗᾘ㈝⪅ࡢ௬ᐃࡣ ࡇࡢࡼ࠺࡞どぬⓗὀព≉ᛶࡢ㐪࠸ࢆそ࠸㞃ࡋ࡚ࡋ

ࡲ࠺ࡇ࡜㸪㑅ዲ࡜ど⥺ ᗘࡀศᯒୖ࡛⿵᏶ⓗᙺ๭

ࢆᯝࡓࡍࡇ࡜ࡀ♧၀ࡉࢀࡿࠋ

Grebitus et al.

⁽²⁰⁾

ࡣ㛫᥋ຠ⏝㛵ᩘࢆ௨ୗࡢࡼ࠺

࡟௬ᐃࡋࡓࠋ

_୬୨୲ൌ Ⱦ_୬^ᇱš_୬୨୩୲൅ ɀ_୬^ᇱ_{୶౤ౠౡ౪}൅ ɂ_୬୨୲

࠙ Eq.2ࠚ ࡇࡇ࡛ɀ

_୬^ᇱ_୶౤ౠ౪

ࡣ㸪ᥦ♧ࡉࢀࡓࣉࣟࣇ࢓࢖ࣝᒓ ᛶ㸦ࡢỈ‽㸧ࡈ࡜࡟

79'

࡜ࡋ࡚ィ ࡉࢀࡓ್ࢆ⏝

࠸㸪

53/

࡛᥎ᐃࡍࡿࠋࣟࢪࢵࢺࣔࢹࣝ࡞࡝㞳ᩓ㑅 ᢥࣔࢹ࡛ࣝࡣ୍⯡ⓗ࡟㛫᥋ຠ⏝㛵ᩘ࡟ࡘ࠸࡚ຠ⏝

ᕪࢆᐃᘧ໬ࡍࡿࡇ࡜࠿ࡽ㸪ᛶู࡞࡝ࡢඹኚ㔞ࡣࣉ

ࣟࣇ࢓࢖ࣝᒓᛶ࡜ࡢ஺ᕪ㡯࡜ࡋ࡚ᑟධࡋ࡞ࡅࢀࡤ

┦ẅ࣭ᾘཤࡉࢀ࡚ࡋࡲ࠺࡜ࡇࢁࢆ㸪

79'

ࡣࣉࣟࣇ

࢓࢖ࣝᒓᛶ㸦ࡸ㸪ࡑࡢỈ‽㸧ࡈ࡜࡟␗࡞ࡿࡓࡵ࡟

┤᥋ⓗ࡟㛫᥋ຠ⏝㛵ᩘ࡟ᑟධ࡛ࡁࡿᛶ㉁ࢆ฼⏝ࡋ

࡚࠸ࡿࠋ ᮏ✏࡛ࡣࡇࢀࢆどぬⓗὀព࡟ࡘ࠸࡚ࡢ ࠕ⡆

౽ἲࠖ࡜ᐃ⩏ࡍࡿࠋ࢜ࣉࢺ࢔࢘ࢺࢆྵࡴ᱁Ꮚ⾲⌧

ࡢ㑅ᢥࢭࢵࢺࢆ⏝࠸࡚ᶆ‽ⓗ࡞

53/

࡜ẚ㍑ࡋࡓ

࡜ࡇࢁ㸪ᑐᩘᑬᗘ㸪␲ఝỴᐃಀᩘ㸦0F)DGGHQ¶V

ʌ㸧

࡜ࡶᨵၿࡍࡿࡇ࡜ࢆ♧ࡋࡓࠋ

どぬⓗฎ⌮

๓㏙ࡢ Ares et al.

⁽²⁾

ࡢ⤖ᯝ࡟ࡣどぬⓗฎ⌮ࡶྵ

ࡲࢀࡿࡓࡵ㸪ࡇࡇ࡛ࡶゐࢀ࡚࠾ࡃࠋศᯒⓗ࣭ྜ⌮

ⓗᛮ⪃ࢫࢱ࢖ࣝࡢຠ⏝㛵ᩘࡣヲ⣽࡞ᰤ㣴ᡂศ⾲

♧࣭ࣛ࣋ࣝ⫼ᬒ࣭ TLS ࡢ㡰࡟ᙳ㡪ࢆཷࡅ࡚࠸ࡓ୍

᪉࡛㸪┤ほⓗ࣭⤒㦂ⓗᛮ⪃ࢫࢱ࢖࡛ࣝࡣࣛ࣋ࣝ⫼

ᬒ࣭ヲ⣽࡞ᰤ㣴ᡂศ⾲♧࣭ TLS ࡢ㡰࡛࠶ࡗࡓࠋࡲ

ࡓ㸪 TLS ࡢࡳ㸪ᛮ⪃ࢫࢱ࢖࡛ࣝどぬⓗฎ⌮ࢆ♧၀ ࡍࡿ ᗘ࡟᭷ពᕪࡀぢࡽࢀࡎ㸪 ࡑࢀ௨እࡣ┤ほⓗ࣭

⤒㦂ⓗᛮ⪃ࢫࢱ࢖ࣝࡢ᪉ࡀ㸪どぬⓗฎ⌮ࡢ㔞࣭㏿

ᗘ࡜ࡶᗘྜࡀప࠿ࡗࡓࠋࡲࡓ㸪㑅ዲ㡰ᗎ࡜ど⥺ 

ᗘ㡰ᗎ࡟୍⮴ࡀぢࡽࢀ࡞࠿ࡗࡓࠋࡇࡢࡇ࡜࠿ࡽ㸪

ྜ⌮ⓗᾘ㈝⪅࡜᝿ᐃࡉࢀࡿศᯒⓗ࣭ྜ⌮ⓗᛮ⪃ࢫ ࢱ࢖ࣝࡢᅇ⟅⪅ࡣ㸪ᐈほⓗ࡞᝟ሗ࡛࠶ࡿヲ⣽࡞グ

㍕ࢆዲࡳ㸪඲యࢆࡼࡾከࡃ㸪ࡼࡾ㧗㏿࡟どぬⓗฎ

⌮ࡋ࡚࠸ࡿࡇ࡜ࡀ♧၀ࡉࢀࡿࠋࡍ࡞ࢃࡕ㸪ྜ⌮ⓗ

ᾘ㈝⪅ࡢ௬ᐃࡣࡇࡢࡼ࠺࡞どぬⓗฎ⌮≉ᛶࢆࡶそ

࠸㞃ࡋ࡚ࡋࡲ࠺ࡇ࡜㸪㑅ዲ࡜ど⥺ ᗘࡀศᯒୖ࡛

⿵᏶ⓗᙺ๭ࢆᯝࡓࡍࡇ࡜ࡀ♧၀ࡉࢀࡿࠋࡓࡔࡋ㸪

TLS ࡟ࡘ࠸࡚ࡣᛮ⪃ࢫࢱ࢖࡛ࣝᕪࡀ࡞࠸ࡓࡵ㸪ど ぬⓗฎ⌮ࡢ⿵ຓ࡜ࡋ࡚ᛶ᱁≉ᛶ࡟ᙳ㡪ࡉࢀ࡞࠸⾲

♧᪉ἲ࡜࠸࠺ྍ⬟ᛶࡀ࠶ࡿࠋ

Balcombe et al.

⁽³⁾

ࡣ㸪Reutskaja et al.

⁽⁴⁸⁾

࡞࡝ࡢ

⤒῭Ꮫศ㔝ࡢ ET ࢹ࣮ࢱࡢྲྀࡾᢅ࠸ࡀ㸪1 ᅇ┠ࡢ ὀどࡣ↓సⅭ࡟Ⓨ⏕ࡋ࡚࠾ࡾ㸪2 ᅇ௨ୖὀどࡋ࡚

࠸࡞ࡅࢀࡤཧຍ⪅ࡀどぬⓗฎ⌮ࡋ࡚࠸ࡿ࡜ࡣゝ࠸

㞴࠸࡜ࡋ࡚ࡁࡓࡇ࡜ࢆཷࡅ㸪ᙜヱࣉࣟࣇ࢓࢖ࣝᒓ ᛶ࡟ࡘ࠸࡚2 ᅇ௨ୖὀどࡍࡿࡇ࡜㸪 ࡉࡽ࡟ࡣ DCE ࡢ㑅ᢥࢭࢵࢺᩘࡢ༙ศࢆ㉸࠼࡚ὀどࡋ࡚࠸ࡿࡇ࡜

ࡢ2 Ⅼ࡛ฎ⌮⪅࡜㠀ฎ⌮⪅ࢆ㞳ᩓⓗ࡟ศ๭ࡍࡿᡭ ἲࢆヨࡳࡓࠋࡉࡽ࡟㸪ཧຍ⪅ࡀ⪃៖࡟ධࢀ㸦࡞࠿

ࡗ㸧ࡓࣉࣟࣇ࢓࢖ࣝᒓᛶ࡟ࡘ࠸࡚࢔ࣥࢣ࣮ࢺࡢ㉁

ၥ࡛┤᥋ࡓࡎࡡࡿ⾲᫂ AN-A㸦 Stated AN-A㸧ࢹ

࣮ࢱࡶ⤫ྜࡋ㸪௨ୗࡢࣔࢹࣝࢆ HBL ࡛᥎ᐃࡋࡓࠋ

_୬୨୲ൌ ‡š’൫Ԅ_୬୲^ᇱ ሺڄሻ൯ȥ_୬Ⱦ_୬^ᇱš_୬୨୩୲൅ ɂ_୬୨୲ǡ

ȥ_୬ൌ †‹ƒ‰൫Ɉ_୬ଵǡڮ ǡ Ɉ_୬୏൯ǡ Ɉ_୬୩ൌ ς ሺͳ െ Ɂ_{ୡ ୡ୬୩}൅ ɒ_ୡɁ_ୡ୬୩ሻ

࠙ Eq.3ࠚ ࡇࡇ࡛➨ 1 ᘧࡢ

‡š’൫Ԅ_୬୲^ᇱ ሺڄሻ൯ࡣཝᐦ࡟ṇ್ࡢไ⣙

ࢆ⨨࠸ࡓࢫࢣ࣮ࣝ

^xvi

࡛㸪ಶேู࣭㑅ᢥࢭࢵࢺู࡟

᥎ᐃࡉࢀ㸪Ꮫ⩦࣭⑂ປຠᯝࡢ᥎ᐃࡢࡳ࡞ࡽࡎ ET ࢹ࣮ࢱࡢᑟධࡶྍ⬟࡞ࡼ࠺࡟㛵ᩘ໬ࡉࢀ࡚࠸ࡿࠋ

➨2 ᘧࡣ➨ 3 ᘧ࡛ᑟධࡉࢀࡓ AN-A ᣦᶆࢆ⤫ྜࡋ ࡓᑐゅ⾜ิ࡛㸪ࣉࣟࣇ࢓࢖ࣝᒓᛶ࡜ࡢ஺ᕪ㡯ࢆ⾲

⌧ࡍࡿࠋ➨ 3 ᘧࡣ㸪⾲᫂ AN-A 㸪 ET ࢹ࣮ࢱ࡛ᐃ⩏

ࡉࢀࡿ㠀ฎ⌮⪅࡜࠸ࡗࡓ ✀

ሺ… ൌ ͳǡ ڮ ǡ ሻࡢ

AN- A ᣦᶆࢆ⤫ྜࡋ࡚⏝࠸ࡿࡇ࡜ࢆ⾲ࡍࠋ

ɒ_ୡ

ࡣฎ⌮⪅

࡜㠀ฎ⌮⪅ࢆศࡅࡿࣃ࣓࣮ࣛࢱ࡛࠶ࡾ㸪

ɒ_ୡൌ ͳ࡜

᥎ᐃࡉࢀࢀࡤ๓⪅࡜ᚋ⪅࡛㝈⏺ຠ⏝࡟㐪࠸ࡣ࡞ࡃ㸪

ɒ_ୡൌ Ͳ࡜᥎ᐃࡉࢀࢀࡤᚋ⪅ࡢ㝈⏺ຠ⏝ࡀ

0 ࡜࡞ࡿ

ࡼ࠺࡟タィࡉࢀ࡚࠸ࡿࠋ

Ɂ

ࡣ⾲᫂ AN-A ࢹ࣮ࢱࡸ

ET ࢹ࣮ࢱ࠿ࡽ㞳ᩓⓗ࡟ᓧูࡉࢀࡿฎ⌮⪅࣭㠀ฎ

⌮⪅ࢆ⾲ࡍࢲ࣑࣮ኚᩘ࡛㸪

Ɂ ൌ ͳࡀᚋ⪅ࢆ♧ࡍࠋ

TLS ࢆタᐃࡋ㸪࢜ࣉࢺ࢔࢘ࢺࢆྵࡵࡓ᱁Ꮚ⾲⌧ࡢ 㑅ᢥࢭࢵࢺࢆ⏝࠸࡚ศᯒࡋࡓ࡜ࡇࢁ㸪 1) ᒓᛶ㛫࡛

TLS ࡢⰍࡢ㑅ዲ࡟㐪࠸ࡀ࡞࠸ࡇ࡜㸪2) 㸲␒┠࠿

ࡽ㸳␒┠ࡢ㑅ᢥࢭࢵࢺ࡟⮳ࡿࡲ࡛ࡣᏛ⩦ຠᯝ㸪ࡑ

ࢀ௨㝆ࡣ⑂ປຠᯝࡀぢࡽࢀࡓ୍᪉࡛㸪ࡑࡢຠᯝ࡟

ど⥺ ᗘࡀᙳ㡪ࡋ࡚࠸࡞࠸ࡇ࡜㸪3) ET ࢹ࣮ࢱ࡛

ᐃ⩏ࡋࡓ AN-A 㸦visual AN-A㸧࡜⾲᫂ AN-A ཮ ᪉ࡢຠᯝࡀ᭷ព࡟᥎ᐃࡉࢀ㸪๓⪅ࡢ᪉ࡀ኱ࡁ࡞ຠ

ᯝࢆ᭷ࡋ࡚࠸ࡓࡇ࡜ࢆ♧ࡋࡓࠋࡓࡔࡋ㸪 AN-A ࢆ ௬ᐃࡋ࡚࠸࡞࠸ᶆ‽ⓗ࡞ศᯒࣔࢹࣝ࡜ࡢẚ㍑ࡣ⾜

ࡗ࡚࠸࡞࠸ࠋࡲࡓ㸪ɒ

_ୡ

ࡢタᐃୖ㸪㑅ዲࡀᏑᅾࡋ࡞

࠸ࡇ࡜࡜㑅ዲࡣ࠶ࡿࡀどぬⓗฎ⌮ࢆࡋ࡞࠸ࡇ࡜ࡢ

஺⤡ࡀᠱᛕࡉࢀࡿࠋ

Balcombe et al.

⁽⁴⁾

ࡣ㸪 Balcombe et al.

⁽³⁾

ࡢ ET ࢹ

࣮ࢱ࡟ࡼࡿ㞳ᩓⓗฎ⌮⪅࣭㠀ฎ⌮⪅ࡢᐃ⩏ࢆ⏝࠸

࡚どぬⓗฎ⌮ࡢ᳨ウࢆ㐍ࡵࡿࡓࡵ㸪ࡼࡾᰂ㌾࡟㑅 ዲࡢከᵝᛶࢆ⾲⌧ࡍࡿࣔࢹࣝࢆᥦ᱌ࡋࡓࠋ 1) RPL

ࡸ HBL ࡀ┤᥋ⓗ࡟ࡣᅇ⟅⪅ࢆࢡࣛࢫࢱࣜࣥࢢࡋ

࡚࠾ࡽࡎ㸪ṇつศᕸ࡟㏆࠸ࡼ࠺࡞༢ᓠⓗ㑅ዲᵓ㐀 ᥎ᐃ࡟࡞ࡾࡀࡕ࡞ࡇ࡜㸪 2) LCL ࠶ࡿ࠸ࡣ᭷㝈ΰྜ

ࣟࢪࢵࢺࣔࢹࣝࡣࢡࣛࢫࢱࣜࣥࢢ࡟ࡼࡗ࡚」ᓠⓗ

㑅ዲᵓ㐀᥎ᐃࡶ᫂♧ⓗ࡟࡛ࡁࡿ୍᪉࡛㸪ࢡࣛࢫࢱ

࣮ࡢᩘ㸦ࢡࣛࢫᩘ㸧ࡣ᝟ሗ㔞つ‽࡞࡝ࢆ⏝࠸࡚እ

⏕ⓗ࡟Ỵᐃࡋ࡞ࡅࢀࡤ࡞ࡽ࡞࠸ࡇ࡜࠿ࡽ㸪࡜ࡾࢃ

ࡅᶵᲔᏛ⩦࡛ᛂ⏝ࡀ㐍ࡴࣀࣥࣃ࣓ࣛࢺࣜࢵࢡ࣋࢖

ࢬࢆ⏝࠸ࡓ࣋࢖ࢬ↓㝈ΰྜࣟࢪࢵࢺࣔࢹࣝ

㸦 Bayesian infinite mixture logit model: BIML㸧

xvii

ࢆ㛤Ⓨࡋࡓࠋ BIML ࡣࢡࣛࢫᩘ᥎ᐃ࡜㑅ዲ࡟㞳 ᩓⓗ࠶ࡿ࠸ࡣ」ᓠⓗᵓ㐀ࢆチࡋ࡚㑅ዲ࡜ࢫࢣ࣮ࣝ

ࡢከᵝᛶࡢ᥎ᐃࢆྠ᫬࡟⾜࠺ࡓࡵ㸪ᚑ᮶ࡢࣔࢹࣝ

ࡢไ⣙ࢆࡉࡽ࡟⦆࿴ࡍࡿࠋ࢜ࣉࢺ࢔࢘ࢺࡢ࡞࠸ᙉ ไⓗ㑅ᢥᐇ㦂࡜ࡋ࡚㸰™㸰ࡢ᱁Ꮚ⾲⌧ࡢ㑅ᢥࢭ

ࢵࢺࢆ⏝࠸㸪 BIML ࡟ࡼࡗ࡚ಶேูࡢ㝈⏺ຠ⏝ࢆ

᥎ᐃࡋࡓ࠺࠼࡛ ET ࢹ࣮ࢱ࡜ࡢ┦㛵ࢆ᳨ドࡋࡓࠋ ศᯒࡢ⤖ᯝ㸪 ET ࢹ࣮ࢱ࡜ᨭᡶពᛮ㢠㸦 willingness to pay㸧࡟ࡣ┦㛵㛵ಀࡀ♧၀ࡉࢀࡓࡀࡁࢃࡵ࡚ᙅ

࠸ࡇ࡜ࢆ♧ࡋࡓࠋࡇࡇ࠿ࡽ㸪㑅ዲ࡜ど⥺ ᗘࡀศ ᯒୖ࡛⿵᏶ⓗᙺ๭ࢆᯝࡓࡍࡇ࡜ࡀ♧၀ࡉࢀࡿࠋࡓ ࡔࡋ㸪ᶆ‽ⓗ࡞ศᯒࣔࢹࣝ࡜ࡢẚ㍑ࡣ⾜ࡗ࡚࠸࡞

࠸ࠋ

Van Loo et al.

⁽⁶⁷⁾

ࡣ㸪どぬⓗฎ⌮࡟ࡘ࠸࡚

Balcombe et al.

⁽³⁾

ࡢ᪉ἲ࡟᜛ពᛶࡀᏑᅾࡍࡿ࡜ᣦ

᦬ࡋ㸪ᙜヱᒓᛶ࡟ࡘ࠸࡚ 2 ᅇ௨ୖࡢὀど࡜࠸࠺᮲

௳ࢆ 1 ᅇ௨ୖ࡟⦆࿴ࡋ࡚᮲௳ࡢ㐪࠸࡟ࡼࡿẚ㍑ศ ᯒࢆヨࡳ࡚࠸ࡿࠋᐇ㦂࡛ࡣ㸪⌧ᐇⓗ࡞ࢢࣛ࢘ࣥࢻ ࢥ࣮ࣄ࣮ࡢࣃࢵࢡ࢖࣓࣮ࢪ࡟㏆࠸㑅ᢥࢭࢵࢺ࡟࢜

ࣉࢺ࢔࢘ࢺࢆྵࡵ࡚ཧຍ⪅࡟ᥦ♧ࡋࡓࠋศᯒࡢ⤖

ᯝ㸪どぬⓗฎ⌮ࡢᐃ⩏ᡭἲࡀኚࢃࢀࡤᐇ㦂⪅ࡢฎ

⌮⪅࣭㠀ฎ⌮⪅ࡢ๭ࡾᙜ࡚ࡀኚࢃࡿࡇ࡜㸪 Balcombe et al.

⁽³⁾

ࡢ᪉ἲ࡛ࡣࣔࢹࣝ㐺ྜᛶࡀୗࡀ

ࡾ㸪඲ࢧࣥࣉࣝࢆฎ⌮⪅࡜ᐃ⩏ࡋࡓ⤖ᯝ࡟ຎࡾᚓ

ࡿࡇ࡜ࢆ♧ࡋࡓࠋࡇࡢ⤖ᯝࡣ㸪 Balcombe et al.

⁽³⁾

ࡢฎ⌮⪅࣭㠀ฎ⌮⪅ࡢᐃ⩏࡟㝈⏺ࡀ࠶ࡿࡇ࡜ࢆ♧

၀ࡍࡿࠋ

Krucien et al.

⁽²⁹⁾

ࡣ CL ࢆ㋃くࡋ㸪 Balcombe et al.

⁽³⁾

ࡢ᪉ἲࢆ㞳ᩓⓗ࡞ฎ⌮⪅ࡢᐃ⩏࡟ࡼࡿ㸦どぬ

ⓗ㸧஧㡯᝟ሗฎ⌮㸦 binary information processing㸧

ࣔࢹࣝ࡜఩⨨௜ࡅࡓ࠺࠼࡛㸪㐃⥆ⓗ࡟ฎ⌮⪅ࢆᤊ

࠼ࡿ࡭ࡃ㸪ࣁ࢖ࣈࣜࢵࢻ㑅ᢥࣔࢹࣝ㸦hybrid choice model, Ben-Akiva et al.

⁽⁵⁾

㸧ࢆᛂ⏝ࡋ࡚௨ୗ

ࡢࡼ࠺࡞㸦どぬⓗ㸧₯ᅾ᝟ሗฎ⌮㸦latent information processing㸧ࣔࢹࣝࢆᥦ᱌ࡋࡓࠋ

୬ൌ ˆଵሺœ_୬ሻ ൅ Ʉ_୬ǡ Ʉ୬̱‘”ƒŽሺͲǡͳሻǡ _୬୩ൌ ˆ_ଶሺˆ†_୬୩ǡ _୬ሻ ൅ ɘ_୬୩ǡ ɘ_୬୩̱‘”ƒŽሺͲǡ ɐ_୩ሻǡ

_୬୨୲ൌ ˆ_ଷሺήሻ ൌ ‡š’ሺڄሻ ෍ ሺȾ_୩൅ Ƚ_୩୬ሻš_୬୨୩୲

୩

൅ɂ୬୨୲ǡ ɂ୬୨୲̱š–”‡‡ƒŽ—‡›’‡

࠙ Eq.4ࠚ ࡇࡇ࡛㸪

_୬

ࡣಶேࡢ᝟ሗฎ⌮㔞ࢆ⾲ࡍ₯ᅾኚᩘ࡛

࠶ࡾ㸪

œ୬

ࡣಶேᒓᛶࡢຠᯝࢆ⾲ࡍࠋ

୬୩

ࡣ FD 㸦

ˆ†_୬୩

㸧࡜㐃⥆ⓗ࡞᝟ሗฎ⌮㔞࡛ᐃ⩏ࡉࢀࡿ₯ᅾ ኚᩘ㸦 latent variable㸧࡛࠶ࡿࠋࡑࡋ࡚㸪᝟ሗฎ⌮

㔞ࡣ

_୬୨୲

࡛ᐃ⩏ࡉࢀࡿ㛫᥋ຠ⏝㛵ᩘ࡟ࡶᙳ㡪ࢆཬ

ࡰࡍࠋࢫࢣ࣮ࣝࡶ

‡š’ሺڄሻࡢࡼ࠺࡟㛵ᩘ໬ࡉࢀ࡚࠸

ࡿࠋ௨ୖࡢࡼ࠺࡟᝟ሗฎ⌮㔞ࡢ㐃⥆ᛶࢆ☜ಖࡋࡓ

࠺࠼࡛㸪ຠ⏝࡜ど⥺≉ᛶࡢ཮᪉࡟᝟ሗฎ⌮㔞ࡀᙳ 㡪ࢆཬࡰࡍࣔࢹࣝࢆᵓ⠏ࡋࡓࠋ Krucien et al.

⁽²⁹⁾

࡛ ࡣ 1) ᚑ᮶ࡢ᏶඲᝟ሗฎ⌮ࢆ௬ᐃࡋ㸪ࢫࢣ࣮ࣝ࡟

㑅 ᢥ ࢭ ࢵ ࢺ 㡰 ࢆ ᑟ ධ ࡋ ࡓ ศ ᩓ ୙ ᆒ ୍ 㸦 heteroscedastic㸧 CL㸪 2) 1)ࡢ RPL ᥎ᐃ㸪 3) ᏶

඲᝟ሗฎ⌮ࡢ௬ᐃࢆ⦆࿴ࡋࡓ஧㡯᝟ሗฎ⌮ࣔࢹࣝ

࡜ 4) ₯ᅾ᝟ሗฎ⌮ࣔࢹࣝࡢ᥎ᐃ⤖ᯝࢆẚ㍑ࡋ࡚

࠸ࡿࠋ࢜ࣉࢺ࢔࢘ࢺࢆྵࡴ᱁Ꮚ⾲⌧ࡢ㑅ᢥࢭࢵࢺ

ࢆ⏝࠸࡚ศᯒࡋࡓ࡜ࡇࢁ㸪 1) ࡼࡾ 3)㸪 3)ࡼࡾ 4)ࡢ ᪉ࡀ㸪ᑐᩘᑬᗘ㸪࣋࢖ࢬ᝟ሗ㔞つ‽࡜ࡶᨵၿࡍࡿ

ࡇ࡜ࢆ♧ࡋࡓ

^xviii

ࠋ

どどぬⓗ᥈⣴

どぬⓗ᥈⣴࡟ศ㢮ࡉࢀࡿࡶࡢ࡜ࡋ࡚㸪࡝ࡢࡼ࠺

࡟ど⥺ࢆ⛣ືࡉࡏ࡚᝟ሗࢆ⋓ᚓࡋ࡚࠸ࡿ࠿࡜࠸࠺

᥈⣴ⓗど⥺⛣ື࡜㸪࡝ࡇ࡛᝟ሗ⋓ᚓࢆṆࡵࡿ࠿࡜

࠸࠺᥈⣴೵Ṇࡢ㸰ࡘࡀ⪃࠼ࡽࢀࡿࠋ

᥈⣴ⓗど⥺⛣ື࡟㛵ࡍࡿ◊✲࡜ࡋ࡚㸪 Palma et al.

⁽⁴²⁾

ࡣ㸰™㸰ࡢ⏬㠃ࡢࢭࣝศ๭ࢆ⾜࠸㸪ࡑࢀࡒࢀ

ࡢࢭࣝ࡟ᐇ㝿ࡢほⴥ᳜≀ࢆ㑅ᢥ⫥࡜ࡋ࡚㓄⨨ࡋࡓ DCE ࢆᐇ᪋ࡋࡓࠋࡑࡢ⤖ᯝ㸪 ࠕ Zࠖᆺࡢど⥺⛣ື㸪 ࡍ࡞ࢃࡕᕥୖ࠿ࡽྑୖ㸪ࡑࡢᚋ࡟ᕥୗ࠿ࡽྑୗ࡟

ど⥺ࡀື࠸ࡓࡇ࡜ࢆ☜ㄆࡋࡓࠋ

Meißner and Decker

⁽³⁴⁾

ࡸ Ryan et al.

⁽⁵¹⁾

ࡣ㸪 Böckenholt and Hynan

⁽⁹⁾

ࡀᐃ⩏ࡋࡓ᪉␎ᣦᶆ 㸦 strategy measure㸧ࢆ฼⏝ࡋ࡚㸪᱁Ꮚ≧ࡢ DCE

㉁ၥ࡟ࡘ࠸࡚㸯ࡘࡢ㑅ᢥ⫥ෆࡢᒓᛶࢆẚ㍑ࡍࡿ

㸦ࢱࢸࡢ㸧ど⥺⛣ືഴྥ࡛࠶ࡿ㑅ᢥ⫥᪉ྥࡢどぬ

ⓗ᥈⣴࡜㸪」ᩘࡢ㑅ᢥ⫥㛫ࡢᒓᛶỈ‽ࢆẚ㍑ࡍࡿ

㸦ࣚࢥࡢ㸧ど⥺⛣ືഴྥ࡛࠶ࡿᒓᛶ᪉ྥࡢどぬⓗ

᥈⣴ࢆศᯒࡋࡓࠋ Meißner and Decker

⁽³⁴⁾

ࡣ㸪࢜ࣉ

ࢺ࢔࢘ࢺࢆྵࡴ㑅ᢥࢭࢵࢺࢆ⏝࠸࡚᪉␎ᣦᶆࢆࢢ

ࣛࣇࣉࣟࢵࢺࡋ㸪᭱ึࡢ㑅ᢥࢭࢵࢺࡣ㸦ࣚࢥࡢ㸧 ᒓᛶ᪉ྥ࡟ど⥺ࢆື࠿ࡋ㸪ᚋ࡟࡞ࡿ࡟ࡘࢀ࡚㸦ࢱ ࢸࡢ㸧㑅ᢥ⫥᪉ྥ࡟ኚ໬ࡍࡿࡇ࡜ࢆ♧ࡋࡓࠋ᭱ึ

ࡣᒓᛶࣞ࣋ࣝࢆẚ㍑ࡋ㸪ᚋ࡟࡞ࡿ࡟ࡘࢀ࡚ࡦ࡜ࡘ ࡦ࡜ࡘࡢ㑅ᢥ⫥ࢆぢ࡚࠿ࡽᒓᛶࣞ࣋ࣝࢆẚ㍑ࡍࡿ

ࡇ࡜ࡀ♧၀ࡉࢀࡿࠋࡲࡓ㸪㑅ᢥࢭࢵࢺ㡰࡛ኚ໬ࡋ

࡚࠸ࡿࡇ࡜࠿ࡽ㸪 Ꮫ⩦࣭⑂ປຠᯝࡢྍ⬟ᛶࡀ࠶ࡿࠋ

୍᪉࡛ Ryan et al.

⁽⁵¹⁾

ࡣ㸪࢜ࣉࢺ࢔࢘ࢺࢆྵࡴ㑅ᢥ ࢭࢵࢺࢆ⏝࠸࡚㸪ᒓᛶ࠾ࡼࡧ㑅ᢥ⫥఩⨨ࡢࣛࣥࢲ

࣒๭ࡾᙜ࡚ࡶ⾜ࡗ࡚ࡼࡾヲ⣽࡟᳨ウࡋ࡚࠸ࡿࠋࡲ

ࡎ㸪ᑐᩘ໬ࡋࡓ FC ࢆศᯒࡋࡓ࡜ࡇࢁ㸪ୖ࠿ࡽୗ

࡬㸪ᕥ࠿ࡽྑ࡬ྥ࠿࠺ど⥺ࣂ࢖࢔ࢫࢆ☜ㄆࡋࡓࠋ

ࡲࡓ㸪᪉␎ᣦᶆࢆศᯒࡋࡓ࡜ࡇࢁ㸪㑅ᢥࢭࢵࢺࡀ ᚋ࡟࡞ࡿ࡟ࡘࢀ࡚㸪ᒓᛶ᪉ྥࡢどぬⓗ᥈⣴ࡀቑຍ ࡍࡿࡇ࡜ࢆ☜ㄆࡋࡓࠋࡇࡕࡽࡣ Meißner and Decker

⁽³⁴⁾

࡜ࡣ㏫ࡢ⤖ᯝ࡜࡞ࡿࡓࡵ㸪௒ᚋࡢࡉࡽ࡞

ࡿ᳨ドࡀᚅࡓࢀࡿࠋ

ࡲࡓ㸪 Uggeldahl et al.

⁽⁶³⁾

ࡣ㸪 㸦ࣚࢥࡢ㸧㑅ᢥ⫥

᪉ྥࡢ᪉␎ᣦᶆࢆᶆ‽໬ࡋࡓ GS ࢹ࣮ࢱ࡛ᐃ⩏ࡋ

࡚ศᯒࡋࡓࠋ⌧ᐇⓗ࡞ࣃࢵࢡධࡾࡢ∵ࡦࡁ⫗⏬ീ

ࢆᥦ♧ࡋࡓࢧࣥࣉࣝ࡜᱁Ꮚ⾲⌧ࡢ㑅ᢥࢭࢵࢺࢆᥦ

♧ࡋࡓࢧࣥࣉࣝ࡟ศ๭ࡋ࡚ᐇ㦂ࡋ࡚࠸ࡿࠋศᯒ࡟

㝿ࡋ࡚ࡣ㸪ࢫࢣ࣮ࣝ࡟᪉␎ᣦᶆ㸪ᅇ⟅᫬㛫㸪☜ಙ

ࢆࡶࡗ࡚ DCE ㉁ၥ࡟ᅇ⟅ࡋࡓ࠿ࢆၥ࠺⾲᫂☜ಙ ᑻᗘ 㸦 certainty scale㸧 ࢆᑟධࡋࡓศᩓ୙ᆒ୍ RPL

ࢆ⏝࠸ࡓࠋศᯒࡢ⤖ᯝ㸪᭱ࡶࣔࢹࣝ㐺ྜᗘࡀ㧗࠿

ࡗࡓࡢࡣ᪉␎ᣦᶆࡢࡳࢆࢫࢣ࣮ࣝ࡟ᑟධࡋࡓࣔࢹ

࡛ࣝ࠶ࡗࡓ୍᪉㸪᪉␎ᣦᶆ࡟ᅇ⟅᫬㛫ࢆ㏣ຍᑟධ ࡋࡓࣔࢹ࡛ࣝࡣ㸪๓⪅ࡀ᭷ព࡟࡞ࡽࡎ㸪ᚋ⪅ࡀ᭷

ព࡜࡞ࡗࡓࠋࡇࡢ⤖ᯝ࠿ࡽ Uggeldahl et al.

⁽⁶³⁾

ࡣ ᪉␎ᣦᶆ࡜ᅇ⟅᫬㛫ࡢ┦㛵ྍ⬟ᛶࢆᣦ᦬ࡋ࡚࠸ࡿࠋ ᥈⣴೵Ṇ࡟㛵ࡍࡿ◊✲࡜ࡋ࡚㸪Stüttgen et al.

(57)

ࡀ㸪どぬⓗࢥࣥࢪࣙ࢖ࣥࢺᐇ㦂㸦 visual conjoint experiment㸧࡜ྡ௜ࡅࡓࣉࣟࢪ࢙ࢡࢱే⏝ᐊෆᐇ 㦂 ࡛ 㸪 Simon

⁽⁵⁵⁾

ࡢ ᥦ ၐ ࡋ ࡓ ດ ຊ ᭱ ᑠ 㝈 ໬ 㸦 satisficing㸧㑅ᢥࣔࢹࣝࡢ᭷ຠᛶࢆྫྷ࿡ࡋࡓࠋ࣍

࣮ࣝࢻ࢔࢘ࢺ㸦holdout㸧᳨ド⏝࡜ࡋ࡚ᐇ㦂࡟⏝࠸

ࡓ㑅ᢥࢭࢵࢺࡢ୰࠿ࡽ㸱ࡘ㑅ᐃࡋ㸪ᶆ‽ⓗ࡞ CL

࡜ண ⢭ᗘࢆẚ㍑ࡋࡓ࡜ࡇࢁ㸪ດຊ᭱ᑠ㝈໬ࣔࢹ

ࣝࡀᑐᩘᑬᗘࢆᨵၿࡍࡿࡇ࡜ࢆ☜ㄆࡋࡓࠋࡇࡢ◊

✲࠿ࡽࡣ㸪᥈⣴೵Ṇ࡟㛵ࡍࡿ᫂♧ⓗ࡞ᐃᘧ໬ࡢᚲ せᛶࡀ࠺࠿ࡀ࠼ࡿࠋ

ࡲࡓ㸪 Yang et al.

⁽⁷³⁾

ࡣ㸪 Simon

⁽⁵⁴⁾

ࢆࡶ࡜࡟᝟ሗ

⋓ᚓ࡟࠾ࡅࡿ㝈ᐃྜ⌮ᛶ㸦bounded rationality㸧

ࣔࢹࣝࢆ᳨ウࡋࡓ Gabaix et al.

⁽¹⁸⁾

࡜ CL ࢆ㋃くࡋ㸪 㑅ᢥ⫥࠿ࡽᚓࡽࢀࡿຠ⏝࡜㸪᝟ሗࢆ᥈ࡋ⥆ࡅࡿ࡜

࠸࠺᥈⣴㐣⛬࠿ࡽᚓࡽࢀࡿຠ⏝ࢆ᫂♧ⓗ࡟ᐃᘧ໬

ࡍࡿࡇ࡜࡛⤫ྜⓗ࡟ศᯒࡍࡿᡭἲࢆᥦ᱌ࡋࡓࠋ

ƒš

ە

۔

ۓ ƒšൣ_{୮୰୭ୢ୳ୡ୲}ሺƒሻ ൅ ɂሺƒሻ൧ǡ

ƒš ൥

ୱୣୟ୰ୡ୦ሺƒሻ ൅ ɂሺƒሻ

൅ ෍ ™ሺڄሻ ƒšൣ_{୮୰୭ୢ୳ୡ୲}ሺƒ^ᇱሻ ൅ ɂሺƒ^ᇱሻ൧൩

ۙ

ۘ

ۗ ǡ

™ሺڄሻ ൌ ൞

ୣ୶୮ሺஞ୚େሻ ሺ୐ିଵሻୣ୶୮ሺ଴ሻାୣ୶୮ሺஞ୚େሻቚ

୪ୀ୪^כ

ୣ୶୮ሺ଴ሻ ሺ୐ିଵሻୣ୶୮ሺ଴ሻାୣ୶୮ሺஞ୚େሻቚ

୪ஷ୪^כ

࠙ Eq.5ࠚ

ࡇࡇ࡛㸪

ƒšሼήሽෆ㒊ࡢ➨

1 㡯

_{୮୰୭ୢ୳ୡ୲}ሺƒሻ ൅ ɂሺƒሻ

ࡣ⌧᫬Ⅼ࡛ᚓࡽࢀ࡚࠸ࡿ᝟ሗࢆ௨࡚㑅ࢇࡔ㑅ᢥ⫥

ƒ࠿ࡽᚓࡽࢀࡿຠ⏝࡛㸪᝟ሗࢆࡇࢀ௨ୖ㏣ຍⓗ࡟

᥈⣴ࡋ࡞࠸≧ែ࡛᭱኱ࡢຠ⏝ࡀᚓࡽࢀࡿ㑅ᢥ⫥ࢆ

㑅ࡪࡇ࡜࡟┦ᙜࡋ㸪➨ 2 㡯ࡢ࠺ࡕ

_{ୱୣୟ୰ୡ୦}ሺƒሻ ൅ ɂሺƒሻࡣ⌧᫬Ⅼ࡛ᚓࡽࢀ࡚࠸ࡿ᝟ሗ࡟㏣ຍࡋ࡚どぬ

ⓗ᥈⣴ࡍࡿ㐣⛬࠿ࡽᚓࡽࢀࡿຠ⏝ࢆ⾲ࡍࠋ➨㸰㡯 ࡢṧࡾࡢ

σ ™ሺڄሻ ƒšൣ_{୮୰୭ୢ୳ୡ୲}ሺƒ^ᇱሻ ൅ ɂሺƒ^ᇱሻ൧ࡣ㸪㏣

ຍⓗ࡟どぬⓗ᥈⣴ࡋࡓ┤ᚋ࡟㑅ࢇࡔ㑅ᢥ⫥

ƒ^ᇱ

࠿ࡽ

ᚓࡽࢀࡿ࡜ཧຍ⪅ࡀண᝿ࡍࡿᑗ᮶ⓗᮇᚅຠ⏝࡛࠶

ࡿࠋᑗ᮶ⓗᮇᚅຠ⏝ࡣᒓᛶࣞ࣋ࣝ

Žሺͳǡ ڮ ǡ ሻ

࡟㛵ࡍ

ࡿಙᛕࡀ㏣ຍⓗ᝟ሗ㔞࡛᭦᪂ࡉࢀࡿࡇ࡜ࢆ♧ࡍ☜

⋡࢙࢘࢖ࢺ

™ሺڄሻ࡛ຍ㔜ᖹᆒࡉࢀࡿࠋ™ሺڄሻ࡛⾲⌧ࡉ

ࢀࡿಙᛕ࡜ࡣ㸪▷ᮇグ᠈୰࡟࠶ࡿᒓᛶࣞ࣋ࣝ㸦

Ž

㸧 ࡀᐇ㝿࡟ࣉࣟࣇ࢓࢖ࣝ࡟⾲⌧ࡉࢀ࡚࠸ࡿ┿ࡢᒓᛶ

ࣞ࣋ࣝ㸦Ž

^כ

㸧࡜୍⮴ࡍࡿ࡜ಙࡌ࡚࠸ࡿࡇ࡜࡛࠶ࡾ㸪

™ሺڄሻࡢ᫂♧ⓗ࡞ᑟධࡀ▷ᮇグ᠈࠿ࡽࡢ᝟ሗᢳฟ

ࡢ୙☜ᐇᛶࢆ⾲⌧ࡋ࡚࠸ࡿࠋ

™ሺڄሻ࡟ࡣ

VC ࡀᑟධ ࡉࢀ㸪グ᠈࡜୍⮴ࡋࡓ࡜ࡁ࡟ࡣ㏣ຍⓗ࡟୍༢఩ど

⥺ࡀ೵␃ࡍࡿࡇ࡜࡛ಙᛕࡀᙉ໬ࡉࢀࡿ୍᪉㸪୍⮴

ࡋ࡞࠸࡜ࡁ࡟ࡣఱࡶᙉ໬ࡉࢀ࡞࠸ࠋࡉࡽ࡟㸪㏣ຍ

ⓗ࡟どぬⓗ᥈⣴ࡋ࡞࠸➨ 1 㡯ࡢࢣ࣮ࢫ࡜㏣ຍⓗ࡟

どぬⓗ᥈⣴ࡍࡿ➨ 2 㡯ࡢࢣ࣮ࢫ࡛ຠ⏝್ࢆẚ㍑ࡋ

࡚኱ࡁ࡞᪉࡛Ỵᐃࡍࡿᾘ㈝⪅ീࡀ

ƒšሼήሽ

࡜ࡋ࡚

௬ᐃࡉࢀࡿࠋ࢜ࣉࢺ࢔࢘ࢺࡢ࡞࠸ᙉไⓗ㑅ᢥᐇ㦂 ࢹ࣮ࢱ࡟ࡘ࠸࡚㸪㸱ࡘࡢศᯒࣔࢹࣝࢆ࣋࢖ࢬ᥎ᐃ ࡋ㸪ࣔࢹࣝ㐺ྜᛶࢆẚ㍑ࡋࡓࠋࡍ࡞ࢃࡕ㸪 1) ᶆ‽

ⓗ࡞ຠ⏝᭱኱໬㸪 2) ຠ⏝᭱኱໬࡟どぬⓗ᥈⣴ࢆእ

⏕ኚᩘ࡜ࡋ࡚ᑟධ㸪 3)ຠ⏝᭱኱໬࡟どぬⓗ᥈⣴ࢆ

ෆ⏕ⓗ࡟ᑟධ

^xix

ࡢ㸱ࡘ࡛࠶ࡿࠋẚ㍑ࡢ㝿࡟ศᯒ࡟

ྵࡵࡿ㑅ᢥࢭࢵࢺᩘࢆ㸶㹼㸯㸴ࡲ࡛ኚ໬ࡉࡏ㸪࣍

࣮ࣝࢻ࢔࢘ࢺ᳨ド⏝࡟ᥦ♧㑅ᢥࢭࢵࢺࡢ๓࡟཰㞟 ࡋࡓ DCE ㉁ၥ࡬ࡢᅇ⟅⤖ᯝࢆண ࡛ࡁࡿ࠿࡜࠸

࠺እⓗጇᙜᛶࢆ㸪ⓗ୰⋡㸦 hit rate 㸧ࢆ⏝࠸᳨࡚ド ࡋ࡚࠸ࡿࠋศᯒࡢ⤖ᯝ㸪 3) ࡢࣔࢹࣝ㐺ྜᛶࡀ㧗࠸

୍᪉㸪ศᯒ࡟⏝࠸ࡿ㑅ᢥࢭࢵࢺᩘࡀቑຍࡍࡿ࡟ࡘ

ࢀ࡚ྛࣔࢹࣝ㐺ྜᛶࡢᕪ␗ࡀ⦰ᑠࡋ࡚࠸ࡃࡇ࡜ࢆ

♧ࡋࡓࠋẚ㍑ⓗ࡟ᑡ࡞࠸㑅ᢥࢭࢵࢺᩘ࡛࠶ࡿ㝿࡟

ࡣ≉࡟㸪どぬⓗ᥈⣴㐣⛬ࢆຠ⏝㛵ᩘ࡟ෆ⏕ⓗ࡟ᑟ ධࡍ࡭ࡁࡇ࡜ࢆ♧၀ࡋ࡚࠸ࡿࠋ

࠾ ࠾ࢃࡾ࡟

ᮏ✏࡛ࡣ㸪 DCE ࡟ ET ࢹ࣮ࢱࢆే⏝ࡋࡓ᪤ ◊

✲ࡢᴫᛕᩚ⌮ࢆヨࡳࡓࠋࡑࡢ⤖ᯝ㸪ࡲࡎ㸪ᐊෆᐇ 㦂࡟కࡗ࡚ࢧࣥࣉࣝࢧ࢖ࢬࡀ㝈ᐃⓗ࡛࠶ࡿࡇ࡜㸪 㣗ရ஦౛ࡀከ࠸ࡇ࡜㸪」ᩘࡢど⥺ ᗘࢆ฼⏝ࡍࡿ

ࡇ࡜࡛ከᵝ࡞ഃ㠃ࢆྠ᫬◊✲ࡍࡿヨࡳࡀ࠶ࡿ୍᪉

࡛⾜ື⛉Ꮫⓗ࡞᭷ຠ⌮ㄽࡢḞዴྍ⬟ᛶࡶ࠶ࡿࡇ࡜

ࢆ☜ㄆࡋࡓࠋࡲࡓ㸪ಶูࡢ◊✲ࡣどぬⓗὀព࣭ど ぬⓗฎ⌮࣭どぬⓗ᥈⣴࡜ࡋ࡚ᩚ⌮ࡉࢀ㸪ࡑࢀࡒࢀ

࡟ከᵝ࡞ど⥺ ᗘࡢ㐺⏝ࡸᐃᘧ໬ࡀヨࡳࡽࢀ࡚ࡁ ࡓ⌧≧ࡶ☜ㄆࡋࡓࠋ㝈ᐃⓗ࡞ࢧࣥࣉࣝࢧ࢖ࢬ࡟ࡘ

࠸࡚㸪⌧≧ࢆ㋃ࡲ࠼࡚ ET ࢹ࣮ࢱࢆ཰㞟ࡍࡿࡇ࡜

࡛ࡋ࠿࡛ࡁ࡞࠸ពᛮỴᐃ㐣⛬◊✲ࡸ DCE ࡢ㉁ၥ タィ◊✲ࢆ⾜࠺࡭ࡁ࡛࠶ࡿ࡜࠸࠺୺ᙇࡀ࠶ࡿ୍᪉

࡛㸪 StickyByTobii

^xx

࡞࡝࡟࠾࠸࡚࢙࢘ࣈ࣓࡛࢝ࣛ

ET ࢹ࣮ࢱࢆィ ࡍࡿ஦౛ࡶᥦ᱌ࡉࢀ࡚࠾ࡾ㸪 ᚎࠎ࡟≧ἣࡣ⦆࿴࡟ྥ࠿࠺࡜⪃࠼ࡽࢀࡿࠋ㣗ရ஦

౛ࡀከ࠸ࡇ࡜࡟ࡘ࠸࡚㸪ࡍ࡛࡟௚ࡢᑐ㇟࡬࡜ᣑ኱

ࡀࡳࡽࢀࡿࡇ࡜࠿ࡽ㸪ࡼࡾᗈ⠊࡟◊✲⵳✚ࡀ㐍ࡴ

ࡶࡢ࡜ᮇᚅࡉࢀࡿࠋ

ࡋ࠿ࡋ࡞ࡀࡽ㸪ಶูࡢ◊✲ࢆᴫほࡍࡿ࡟㸪ࡲࡎ ᚲせ࡜ࡉࢀࡿࡢࡣ DCE ࣭ ET ࢹ࣮ࢱే⏝◊✲࡟࠾

ࡅࡿ⾜ື⛉Ꮫⓗ࡞᭷ຠ⌮ㄽࡢᵓ⠏࡜ᐃᘧ໬࡛࠶ࢁ

࠺ࠋ Wedel and Pieters

⁽⁷⁰⁾

ࡣどぬⓗ࣐࣮ࢣࢸ࢕ࣥࢢ ࡢᩥ⬦࡛㸪࣮࣡࢟ࣥࢢ࣓ࣔࣜෆ࡟Ꮡᅾࡍࡿ᝟ሗⓗ

᭷┈ᛶ㸦 informativeness㸧࡜࣎ࢺ࣒࢔ࢵࣉせ⣲࡛

࠶ࡿ㢧ⴭᛶ㸦saliency㸪ࢧ࢚ࣜࣥࢩ࣮㸧ࡀὀព≉ᛶ 㸦attentional property㸧࡟ᙳ㡪ࡍࡿὀព⌮ㄽ 㸦 theory of attention㸧ࢆᵓ⠏ࡋࡓࠋᵓᡂせ⣲ࡣ௨

ୗࡢࡼ࠺࡟ᩚ⌮ࡉࢀࡿࠋ

1) ᝟ሗⓗ᭷┈ᛶ㸸ᾘ㈝⪅ࡢ┠ⓗ࡟ࡼࡿどぬⓗ㛗 ᮇグ᠈ࡢάᛶ໬㸪どぬⓗ㛗ᮇグ᠈ࡢࢸࣥࣉࣞ

࣮ࢺ⏕ᡂࡢ㡰࡟⏕ࡌࡿࢺࢵࣉࢲ࢘ࣥせ⣲ࡀᙳ 㡪ࡋ࡚㸪ὀព≉ᛶࡢㄪᩚࢆ⾜࠺࣮࣡࢟ࣥࢢ࣓

ࣔࣜせ⣲ࠋ

2) 㢧ⴭᛶ㸸࣎ࢺ࣒࢔ࢵࣉせ⣲࡛࠶ࡿどぬⓗ࣐࣮

ࢣࢸ࢕ࣥࢢ่⃭ࡀᙳ㡪ࡍࡿ࣮࣡࢟ࣥࢢ࣓ࣔࣜ

せ⣲ࠋ

3) ὀព≉ᛶ㸸ᑐ㇟ࡸ✵㛫ⓗ࡞㑅ᐃ࡜ὀពࡢᣦྥ

ᛶࠋ

4) ࣮࣡࢟ࣥࢢ࣓ࣔࣜ㸸Ꮫ⩦࣭㑅ዲᙧᡂ࣭㑅ᢥ࡞࡝

ࡢୗὶຠᯝࢆ⏕ࡴ▷ᮇグ᠈ᴫᛕࠋどぬⓗ㛗ᮇ グ᠈ࡢ᭦᪂ࡶ⾜࠺ࠋ

5) ║⌫㐠ື㸸 ET ࢹ࣮ࢱࡀ ᐃࡍࡿὀど࡜ࢧࢵ࢝

࣮ࢻࠋ࣮࣡࢟ࣥࢢ࣓ࣔࣜࡢ᭦᪂ࡶ⾜࠺ࠋ ࡍ࡞ࢃࡕ㸪࣮࣡࢟ࣥࢢ࣓ࣔࣜࡣຠ⏝࡜ど⥺≉ᛶࡢ 㸰ࡘࡑࢀࡒࢀ࡟ᙳ㡪ࢆ୚࠼࡚࠸ࡿࠋࡲࡓ㸪 Van Loo et al.

⁽⁶⁷⁾

࡟ࡼࡿ஧㡯᝟ሗฎ⌮ࣔࢹࣝࡢ᜛ពᛶ࡟㛵 ࡍࡿᣦ᦬㸪 Krucien et al.

⁽²⁹⁾

ࡢᥦ᱌ࡍࡿ₯ᅾ᝟ሗฎ

⌮ࣔࢹࣝࡢ᭷ຠᛶࢆ⪃࠼ྜࢃࡏࡿ࡜㸪༢࡟ὀពࢆ

ྥࡅࡿ࡜࠸࠺どぬⓗὀព࠿ࡽ⪃៖࡟ධࢀࡿ࡜࠸࠺

どぬⓗฎ⌮࡟⮳ࡿ㐃⥆㔞࡜ࡋ࡚ࠕᗈ⩏ࡢどぬⓗฎ

⌮ࠖࢆᐃ⩏ࡋ㸪ຠ⏝㛵ᩘࡢእ㒊࡛࣮࣡࢟ࣥࢢ࣓ࣔ

ࣜ࡜ᑐᛂࡍࡿࡼ࠺࡞₯ᅾኚᩘࢆ⏝࠸ࡓ₯ᅾ᝟ሗฎ

⌮ࣔࢹࣝࡢⓎ᝿ࡀ᭷ᮃ࡛࠶ࢁ࠺ࠋ Grebitus et al.

⁽²⁰⁾

ࡢ⡆౽ἲࡣ TVD ࢆຠ⏝㛵ᩘࡢእ⏕ኚᩘ࡜ࡍࡿࡇ

࡜࠿ࡽ₯ᅾ᝟ሗฎ⌮ࣔࢹࣝࡢ㏆ఝ࡜࠸࠼ࡿࡀ㸪ຠ

⏝㛵ᩘࡢ஺ᕪ㡯࡜ࡋ࡚ᑟධࡍࡿ࡜㸪 TVD ࡀ 0 ࡟

࡞ࡗࡓ࡜ࡁ࡟㑅ዲࡀᏑᅾࡋ࡞࠸ࡇ࡜࡜㑅ዲࡣ࠶ࡿ

ࡀᗈ⩏ࡢどぬⓗฎ⌮ࢆࡋ࡞࠸ࡇ࡜ࡀ஺⤡ࡍࡿࡓࡵ㸪 Grebitus et al.

⁽²⁰⁾

ࡢࡼ࠺࡟┤᥋ⓗ࡟ຠ⏝㛵ᩘ࡟ᑟ ධࡋࡓࡾ㸪₯ᅾࢡࣛࢫࣟࢪࢵࢺࣔࢹ࡛ࣝᑐᛂࡋࡓ

ࡾࡍࡿ࡞࡝ࡢᕤኵࡀᚲせ࡛࠶ࡿࠋᗈ⩏ࡢどぬⓗฎ

⌮࡟ࡶከᵝᛶࡀ᝿ᐃࡉࢀࡿࡇ࡜࠿ࡽ㸪Van der Lans et al.

⁽⁶⁵⁾

ࡢ࢔ࣝࢦࣜࢬ࣒ࡀὀど࡜ࢧࢵ࣮࢝ࢻ ࡢ㜈್ࢆಶேู࡟᥎ᐃࡋࡓ࠿ࡢࡼ࠺࡟㸪どぬⓗὀ ព࡜どぬⓗฎ⌮ࡢ㜈್ࡀಶேู࡟ᐃࡲࡿࣔࢹࣝࡶ

⪃࠼ࡽࢀࡿࠋ Ares et al.

⁽²⁾

ࡢࡼ࠺࡟ᛶ᱁≉ᛶ࡛࠶ࡿ

ྜ⌮ⓗ⤒㦂ⓗᑻᗘࢆศᯒ࡟ྵࡵࡿࡇ࡜ࡶ᳨ウ࡟್

ࡋࡼ࠺ࠋࡓࡔࡋ㸪」㞧໬ࡋࡍࡂࡿࡇ࡜࡛࠿࠼ࡗ࡚

ࣔࢹࣝ㐺ྜᛶࢆୗࡆࡿࡇ࡜࡟࡞ࡽ࡞࠸ࡼ࠺㸪༑ศ

࡞ὀពࡀᚲせ࡛࠶ࡿࠋ

ࡲࡓ㸪どぬⓗ᥈⣴࡟ࡘ࠸࡚ࡣ㸪ຠ⏝㛵ᩘෆ࡛ࡢ ᐃ⩏ᶍ⣴ࡀ᭷ᮃ࡞◊✲᪉ྥᛶ࡛࠶ࢁ࠺ࠋ᪤ ◊✲

࡛ࡣ㸪᥈⣴೵Ṇࡢ᫂♧ⓗᑟධࣔࢹ࣭ࣝຠ⏝㛵ᩘ࡟

࠾ࡅࡿどぬⓗ᥈⣴㐣⛬ࡢෆ⏕ⓗᑟධࣔࢹࣝࡢ㧗࠸

㐺ྜᛶࡸ㸪᥈⣴ⓗど⥺⛣ືࡣᅇ⟅᫬㛫࡜ࡢ┦㛵ྍ

⬟ᛶࡀ♧၀ࡉࢀ࡚࠸ࡿࠋࡑࢀࡽࢆྜࢃࡏ࡚⪃࠼ࢀ

ࡤ㸪ᅇ⟅᫬㛫ࡣどぬⓗ᥈⣴ࡢ௦⌮ኚᩘ࡜ࡋ࡚ࡶ᭷

ᮃ࡛ࡣ࡞࠸ࡔࢁ࠺࠿ࠋࡶࡕࢁࢇ ET ࢹ࣮ࢱࡀྲྀᚓ

࡛ࡁࢀࡤ᪉␎ᣦᶆࢆᛂ⏝ࡋࡓࡾ Yang et al.

⁽⁷³⁾

ࡢࡼ

࠺࡟どぬⓗ᥈⣴㐣⛬ࢆຠ⏝㛵ᩘ࡟ෆ⏕ⓗ࡟ᑟධࡋ ࡓࡾࡍࡿࡇ࡜ࡀ࡛ࡁ㸪኱つᶍ࢔࢖ࢺࣛࢵࢡㄪᰝࡀ

ྍ⬟࡜࡞ࢀࡤࡑࡢὶࢀࡣࡉࡽ࡟᥎ࡋ㐍ࡵࡽࢀࡼ࠺ࠋ ࡓࡔࡋ㸪ᐊෆᐇ㦂࡟㝈ࡽࢀࡀࡕ࡞ ET ࢹ࣮ࢱ฼⏝

ࡸ㸪࢙࢘ࣈ࢔ࣥࢣ࣮ࢺࡀ㢖⦾࡟⏝࠸ࡽࢀ࡚࠸ࡿ

DCE ࡢ⌧≧࡟㚷ࡳࡿ࡟㸪 ≉࡟࢙࢘ࣈ࢔ࣥࢣ࣮ࢺ࡟

࠾࠸࡚ࡣẚ㍑ⓗᐜ᫆࡟ィ ྍ⬟࡞ᅇ⟅᫬㛫ࢆ฼⏝

ࡍࡿࡇ࡜ࡀ⌧ᐇⓗ࡛࠶ࡿࠋࡇࡕࡽࡶ」㞧໬ࡋࡍࡂ

ࡿࡇ࡜ࡢᘢᐖ࡟ὀពࢆせࡍࡿࠋ

DCE ◊✲ㅖศ㔝࡛ᩚ⌮ࡉࢀ࡚࠸ࡿ௒ᚋࡢ㨩ຊ

ⓗ࡞◊✲᪉ྥᛶ࡟ࡣ㸪 ET ࢹ࣮ࢱ฼⏝ࡶ㈨ࡍࡿ࡜

⪃࠼ࡽࢀࡿࠋ࣐࣮ࢣࢸ࢕ࣥࢢ࡟࠾࠸࡚㸪 Swait and Feinberg

⁽⁵⁹⁾

ࡣ㞳ᩓ㑅ᢥࣔࢹࣜࣥࢢ㸦 discrete choice modeling㸪 DCE ࡢୖ఩ᴫᛕ࠿ࡘ⾲᫂㑅ዲ ἲࡢୗ఩ᴫᛕ㸪Carson and Louviere

⁽¹⁰⁾

㸧࡟ࡘ࠸

࡚㸪ࣉࣟࣇ࢓࢖ࣝᒓᛶ᝟ሗࡢฎ⌮࡜ࡶ㛵㐃ࡍࡿព

ᛮỴᐃ᪉␎㑅ᐃ㸦 decision strategy selection㸧◊

✲㸪㑅ᢥ⫥ࡢࡩࡿ࠸ⴠ࡜ࡋ࡛࠶ࡿ࢝ࢵࢺ࢜ࣇ㸦 cut- off㸧◊✲㸪⌧௦ⓗᾘ㈝⪅ࡢ⨨࠿ࢀ࡚࠸ࡿ࢖ࣥࢱ࣮

ࢿࢵࢺࢩࣙࢵࣆࣥࢢ࡜኱㔞࡞᝟ሗࡢฎ⌮࡜࠸࠺⌧

≧࡟㛵ࢃࡿࣅࢵࢢࢹ࣮ࢱ◊✲ࢆྵࡴ6 ࡘࡢᑗ᮶ⓗ

࡞◊✲᪉ྥᛶࢆ♧၀ࡋࡓ

^xxi

ࠋ㈨※⎔ቃ⤒῭Ꮫ࡟࠾

࠸࡚㸪 Adamowicz et al.

⁽¹⁾

ࡣ㞳ᩓ㑅ᢥࣔࢹࣜࣥࢢࡀ

⎔ቃ㉁ኚ໬࡟ᑐࡍࡿཌ⏕ ᗘィ ࡟⏝࠸ࡽࢀ࡚࠸

ࡿࡇ࡜࡟ゐࢀ㸪ࣄࢺࡢ᝟ሗฎ⌮ࡸ㑅ᢥࢭࢵࢺࡢ」

㞧ᛶ࡟㛵㐃ࡍࡿ㑅ᢥࢭࢵࢺタィ◊✲㸪㑅ᢥ⾜ືࡢ

ࣄ࣮ࣗࣜࢫࢸ࢕ࢵࢡࢫ࡟㛵ࢃࡿ㑅ᢥࣇ࢛࣮࣐ࢵࢺ

ຠᯝ㸦 choice format effect㸧◊✲㸪ຠ⏝᭱኱໬௨ እࡢពᛮỴᐃ᪉␎࡟࠾ࡅࡿཌ⏕ ᗘࡢ᳨ウࡸ

AN-A ⌧㇟࡜㛵ࢃࡿ᝟ሗฎ⌮᪉␎◊✲ࢆྵࡴ㸷ࡘ ࡢᑗ᮶ⓗ࡞◊✲᪉ྥᛶࢆ♧၀ࡋࡓ

^xxii

ࠋ೺ᗣ⤒῭Ꮫ

࡟࠾࠸࡚㸪 Lancsar and Burge

⁽³¹⁾

ࡣᕷẸၨⓎᴫᛕ

࡛ ࠶ ࡿ ᝟ ሗ ຍ ㏿ 㸦 information acceleration, Urban et al.

⁽⁶⁴⁾

㸧࡜㉁ၥ⣬࡟࠾ࡅࡿㄝ᫂ෆᐜࡢ᭱

㐺 タ ィ ࣭ 㑅 ᢥ ࢭ ࢵ ࢺ ᙧ ᡂ ࡜ ⪃ ៖ ࢭ ࢵ ࢺ 㸦consideration set㸧 ࣭㑅ᢥࢭࢵࢺタィ࡟㛵ࢃࡿ

DCE ㉁ၥࡢㄆ▱㈇Ⲵ᭱ᑠ໬◊✲㸪 ࢸ࣮࣮࣓ࣛ࢖ࢻ

་⒪࡟㛵ࢃࡿಶேࣞ࣋ࣝࡢ㸦ࣄ࣮ࣗࣜࢫࢸ࢕ࢵࢡ ࢫ㸧᥎ᐃ◊✲ࢆྵࡴ㸶ࡘࡢᑗ᮶ⓗ࡞◊✲᪉ྥᛶࢆ

♧၀ࡋࡓ

^xxiii

ࠋࣄࢺࡢどぬⓗὀព࣭ฎ⌮࡜᥈⣴ࢆ▱

ࡿࡇ࡜࡛㸪࣐࣮ࢣࢸ࢕ࣥࢢ᪉␎ࡸᨻ⟇࡟ᑐࡍࡿ

DCE ᝟ሗࡢ᭷ຠᛶࡀ㧗ࡵࡽࢀ㸪ཌ⏕ ᗘ࣭⾜ື⛉

Ꮫⓗ᭷ຠ⌮ㄽࡢ᳨ウࡸࢼࢵࢪ 㸦 nudge, Sunstein

⁽⁵⁸⁾

㸧 ࡢ฼⏝ࡀຍ㏿ࡉࢀࡼ࠺ࠋ

᭱ᚋ࡟ DCE ࡜ ET ࡢే⏝◊✲ࢆᴫほࡋ࡚㸪࠸

ࡃࡘ࠿ࡢᶆ‽ⓗ࢞࢖ࢻࣛ࢖ࣥࡢᚲせᛶࢆᣦ᦬ࡋ࡚

⤖ㄒ࡜ࡍࡿࠋࡲࡎ㸪」ᩘࡢ DCE ㉁ၥࢆᥦ♧ࡍࡿ

๓࡟⾜࠺࡭ࡁど⥺ㄪᩚ㸪ὀど࡜ࢧࢵ࣮࢝ࢻࡢᓧู

࡟㛵ࡍࡿᐃ⩏㸪ࢹࣂ࢖ࢫ࡜ཧຍ⪅ࡢ㊥㞳㸪ࣔࢽࢱ

࣮ࡢ✀ู࡜ゎീᗘ㸪㑅ᢥ᫬ࡢ᧯స࡞࡝㸪 ET ࢹ࣮ࢱ

฼⏝ᐇ㦂≉᭷ࡢ᝟ሗグ㍕ࡸ㸪ពᛮỴᐃ࡟ᙳ㡪ࢆཬ

ࡰࡍ᫬㛫ⓗไ⣙㸦 time pressure㸧᮲௳ࢆタᐃࡋࡓ ࡢ࠿࡟ࡘ࠸࡚㸪ᮏ✏࡛ᩚ⌮ࡋࡓㄽᩥࡣ᫂グ≧ἣࡀ

ࡲࡕࡲࡕ࡛࠶ࡗࡓࠋࡲࡓ㸪 Van Loo et al.

⁽⁶⁷⁾

࡟ࡼࢀ

ࡤ㸪どぬⓗฎ⌮ࡸ AOI ࡢᐃ⩏ࡶࡼࡾᶆ‽໬ࡍࡿᚲ せࡀ࠶ࡿࠋࡉࡽ࡟㸪 ET ࢹ࣮ࢱࡢ⏝ㄒ⤫୍࡜㑥ヂ࡟

ࡘ࠸࡚㸪ET ࢹ࣮ࢱ࠿ࡽ⏕ᡂࡉࢀࡿ ᗘࡢྡ⛠ࡢ ࡤࡽࡘࡁࡀࡳࡽࢀ㸪ヨࡳ࡟᳨⣴ࡋࡓ࡜ࡇࢁ㸪」ᩘ

ࡢ᱌ࡀ஘❧≧ែ࡛࠶ࡗࡓࠋᮏ✏ࡢ 2.1 ⠇࡟࠾࠸࡚

ヨࡳ࡟㑥ヂ᱌ࢆᥦ౪ࡋࡓࡀ㸪㑥ᩥㄽᩥ࡟ࡼࡗ࡚ࡣ

࢔ࣝࣇ࢓࣋ࢵࢺ࡛ⱥㄒࢆ♧ࡍ࡞࡝㸪㑥ヂࡶ༑ศ࡟

☜ᐃࡋ࡚࠸࡞࠸ࡶࡢ࡜ᛮࢃࢀࡿࠋET ࢹ࣮ࢱ฼⏝

ࢆᐇົⓗ࡟࠶ࡿ࠸ࡣᏛ㝿ⓗ࡟ᬑཬࡉࡏࡿ࡟ࡣ㸪⏝

ㄒࡢ⤫୍࡜Ꮫ⾡ⓗ࡞㑥ヂ☜ᐃࡀႚ⥭ࡢㄢ㢟࡛࠶ࡿࠋ ࡇࢀࡽᶆ‽ⓗ࢞࢖ࢻࣛ࢖ࣥࡢᵓ⠏࡟ࡼࡗ࡚㸪࡝ࡢ

ࡼ࠺࡞㝿࡟࡝ࡢࡼ࠺࡟ᐇ㦂ィ⏬ࡋ࡚࡝ࡢ ET ࢹ࣮

ࢱࢆ౑࠺ࡢ࠿ࡀ᫂☜࡟࡞ࡾ㸪ᮏศ㔝ࡢ࠸ࡗࡑ࠺ࡢ

Ⓨᒎࡀᮇᚅ࡛ࡁࡼ࠺ࠋ

ㅰ ㅰ㎡

ᮏ✏ࡣ୍㒊࡟⋊༠኱Ꮫ᝟ሗᏛ◊✲ᡤࡢຓᡂࢆཷࡅ ࡓࠋࡇࡇ࡟グࡋ࡚῝ㅰࡍࡿࠋ

ཧ⪃ᩥ⊩

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