JAIST Repository
https://dspace.jaist.ac.jp/ Title 経験型製品の開発における顧客ニーズ認識のプロセス について : マッサージチェア開発過程を事例に Author(s) 氏田, 壮一郎 Citation 年次学術大会講演要旨集, 27: 186-189 Issue Date 2012-10-27Type Conference Paper Text version publisher
URL http://hdl.handle.net/10119/11001
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本著作物は研究・技術計画学会の許可のもとに掲載す るものです。This material is posted here with permission of the Japan Society for Science Policy and Research Management.
1J02
⤒㦂ᆺ〇ရࡢ㛤Ⓨ࠾ࡅࡿ㢳ᐈࢽ࣮ࢬㄆ㆑ࡢࣉࣟࢭࢫࡘ࠸࡚
࣐ࢵࢧ࣮ࢪࢳ࢙㛤Ⓨ㐣⛬ࢆ
○Ặ⏣ኊ୍㑻㸦㛵すᏛ㝔ᏛᏛ㝔 ༤ኈㄢ⛬㸧 1. ࡣࡌࡵ㸸 ㏆ᖺࠊప㏞ࡍࡿ᪥ᮏࡢ〇㐀ᴗ࠾࠸࡚ࠊ〇ရࡢ౯್࡙ࡃࡾࡀㄢ㢟ࡉࢀ࡚࠸ࡿ[ᘏᒸ 2011]ࠋ౯್ᙧᡂ ࠊࡘࡲࡾከᵝࡍࡿᕷሙࢽ࣮ࢬࠊ౯್ᥦ౪ࢆ୍᪉ⓗ⾜࠺ᚑ᮶ࡢ〇ရ㛤Ⓨࣉࣟࢭࢫ࡛ࡣ㏣㝶ࡍࡿ ࡇࡀᅔ㞴࡞ࡗࡓⅬ[ Prahalad and Ramaswamy 2004a, 2004b]ㄢ㢟ࡀ࠶ࡿࡢ࡛ࡣ࡞࠸➹⪅ࡣ ⪃ᐹࡍࡿࠋᙜ◊✲ࡣ⤒ႠᏛࡢศ㔝⨨ࡋࠊ౯್ᙧᡂࡀ࠺ࡲࡃᶵ⬟ࡍࡿࡣࠊࡢࡼ࠺࡞᮲௳ࡀᚲせ࡞ ࡢࢆせࡋࠊᮏ✏ࡣ࣐ࢵࢧ࣮ࢪࢳ࢙㛤Ⓨࢆ㏻ࡋ࡚ࡑࢀࡽࢆ⪃ᐹࡍࡿࡶࡢ࡛࠶ࡿࠋ2. 〇ရ⏝ࡼࡿ౽┈ࢆ⪃ᐹࡍࡿどⅬ࡛࠶ࡿ⤒㦂ᆺ〇ရࡘ࠸࡚㸸
Krishnan and Ulrich [2001] ࡣࠊ᪂〇ရ㛤Ⓨࡣᕷሙᶵࢆ㈍࡛ࡁࡿ〇ရኚࡍࡿࡇࡔ㏙࡚ ࠸ࡿࠋࡋࡋ࡞ࡀࡽᣢ⥆ⓗ࡞ᕷሙᶵࡢⓎぢࡣ㞴ࡋࡃࠊࡲࡓ₯ᅾᕷሙࡣⓎぢࡉࢀࢀࡤࠊࡑࢀࡣ㢧ᅾᕷሙ ࡞ࡿࠋࡑࡢ㢧ᅾᕷሙ࠾ࡅࡿࢽ࣮ࢬࡣ㢧ᅾࡺ࠼ᶆⓗ࡞ࡾࡸࡍ࠸ࠋࡉࡽ㉁㔞ࡸࢧࢬࠊࣃࣇ࢛࣮ ࣐ࣥࢫ࡞ᩘ್࡛ࢫ࣌ࢵࢡ⾲⌧࡛ࡁࡿᶵ⬟ࡘ࠸࡚ࡣࠊࡑࡢලయࡉࢀࡓ㡯┠ࡀ➇ྜࡢ┠ᶆ࡞ࡿྍ⬟ ᛶࡀ㧗࠸ࠋࡑࡢࡓࡵᙜ↛࡞ࡀࡽࠊ〇ရࡲࡓࡣࡑࡢ㛤Ⓨࣉࣟࢭࢫ࠾࠸࡚㏣㝶࡛ࡁ࡞࠸ఱࡋࡽࡢ⤌ࡳ ࡀᚲせ࡛࠶ࡿࠋ ᕷሙᚿྥࡸ㢳ᐈᚿྥࡘ࠸࡚ࡣࠊ࣐࣮ࢣࢸࣥࢢศ㔝࠾࠸࡚ࠊ◊✲ศ㔝ࡢ୍ࡘࡋ࡚Ꮡᅾࡍࡿࠋᕷ ሙᚿྥ࠾࠸࡚₯ᅾᕷሙࡢⓎぢࡣ㔜せࡉࢀࠊࡑࡢ₯ᅾᕷሙࡢⓎぢࡣ㢳ᐈࢆὀどࡍࡿࡇ࡛ᐇ⌧࡛ࡁࡿ ࡢᙇ[ Narver, Salter, and MacLachlan 2004 ]ࡶᏑᅾࡍࡿࠋࡋࡋ࡞ࡀࡽᕷሙࡣከࡃࡢ㢳ᐈࡀᏑ ᅾࡍࡿࠋ࿘▱ࡢ࠾ࡾከᩘࡢᾘ㈝⪅ࡢ⏕άࢫࢱࣝࡑࡢ౯್ほࡣከᵝࡋࠊ⡆༢ศ㢮࡛ࡁࡿࡣ ゝ࠸ࡃ࠸ࠋࡓ࠼ࡤࠊ≉ᐃࡢ࣮ࣘࢨ࣮ࢆὀどࡋࡓࡋ࡚ࡶࠊᕷሙ࠾ࡅࡿᩘከࡃࡢ㢳ᐈࡢせᮃࢆ࢝ࣂ ࣮࡛ࡁ࡚࠸ࡿࡣၥ࡛࠶ࡿࠋࡘࡲࡾᚑ᮶ࡢ㝈ᐃⓗ࡞࣮ࣘࢨ࣮ࢽ࣮ࢬྜࢃࡏࡓ㛤Ⓨᡭἲ࡛ࡣࠊᚲࡎࡋ ࡶᡂຌࡍࡿྍ⬟ᛶࡣపࡃ࡞ࡗࡓࡢ࡛ࡣ࡞࠸ࡔࢁ࠺ࠋಶࠎࡀồࡵࡿࡑࢀࡒࢀ␗࡞ࡿ౯್ᑐᛂࡍࡿࡇ ࡀồࡵࡽࢀࡿࠋ ⌧ᅾࠊከࡃࡢᴗࡀࡑ࠺࡛࠶ࡿࡼ࠺ࠊ⏬ࡽ⏕⏘ࠊ㈍࡞ࡲ࡛ࡀࠊᴗ⮬㌟ࡀ⪃࠼ࡿ୍᪉ⓗ࡞ ౯್ᇶ࡙࠸࡚⾜ࢃࢀ࡚࠸ࡿࠋࡑࢀᑐࡋ㢳ᐈ࠾࠸࡚ࡣࠊࣥࢱ࣮ࢿࢵࢺᬑཬ࡞ࡼࡾ㢳ᐈࡀ⏝ ྍ⬟࡞ሗࡀቑ࠼ࠊᵝࠎ࡞౯್ุ᩿ࡀྍ⬟࡞ࡗ࡚࠸ࡿࠋࡑࡢࡼ࠺࡞㢳ᐈᑐࡋ࡚ࠊ୍᪉㏻⾜ⓗ࡞౯್ ほᇶ࡙࠸ࡓ〇ရ㛤Ⓨࡢ᪉ᘧ࡛ࡣ㝈⏺ࡀ࠶ࡿ➹⪅ࡣ⪃ᐹࡍࡿࠋࡇࡢ౯್ほࢆ⌮ゎࡍࡿࡓࡵ⤒㦂࠸ ࠺どⅬࢆ⏝ពࡍࡿࠋࡇࡢどⅬࡣ〇ရ⏝ࡽᚓࡽࢀࡿ⤒㦂ⓗ࡞౽┈ࢆ㔜どࡍࡿどⅬ࡛࠶ࡿࠋࡘࡲࡾࠊࣘ ࣮ࢨ࣮ࡀ〇ရࡢ⏝ࢆ㏻ࡋ࡚ࠊࡢࡼ࠺࡞౽┈ࢆᥦ౪ࡍࡿࢆᅗࡍࡿ㢳ᐈࡢయ㦂ࢆ❧⬮Ⅼࡋࡓ㛤Ⓨ どⅬ࡛࠶ࡿࠋࢫ࣌ࢵࢡ୰ᚰⓗ࡞ࡶࡢ࡛࡞ࡃࠊ㢳ᐈࡗ࡚ࡢ౯್ࢆ࣮࣋ࢫࡋࡓ㛤ⓎどⅬ࡛࠶ࡿࠋ 3. ౯್ඹࡘ࠸࡚㸸
Prahalad and Ramaswamy [ 2004a, 2004b ]ࡣ౯್ඹ࠸࠺ᴫᛕ1ࢆᙇࡋ࡚࠸ࡿࠋࡇࢀࡣᴗࡀ ᥦ౪ࡍࡿ〇ရࡸࢧ࣮ࣅࢫࡢ㛤Ⓨࡸ౯್ᙧᡂࠊᾘ㈝⪅ࡸࢿࢵࢺ࣮࣡ࢡୖ࠸ࡿேࠎࢆᕳࡁ㎸ࡲࡏࡿᴫᛕ ࡛࠶ࡿࠋ୍⯡ⓗ〇ရ㛤Ⓨࡣ㛤Ⓨ㒊⨫ࡔࡅ࡛࡞ࡃᴗෆࡢᵝࠎ࡞㒊⨫ࡀ㛵ࡍࡿࡀࠊ౯್ඹࡣࠊ♫ ဨࡢࡳ࡞ࡽࡎ㢳ᐈࡶ᪉ྥⓗ࡞ពᛮ㏻ࡼࡾ౯್ᙧᡂࢆᐇ⾜ࡋࡼ࠺ࡍࡿࡶࡢ࡛࠶ࡿࠋPrahalad Ramaswamy ࡢ౯್ඹࡢᐃ⩏ࡑࡢ㐺ᛂ⠊ᅖࡣࠊ〇ရࡢ㛤Ⓨࡢࡳ࡞ࡽࡎ㈍ᚋࡢࢥ࣑ࣗࢽࢸᙧ
1 Prahalad and Ramaswamy [ 2004a, 2004b ]ࡣ〇ရ㛤Ⓨ㐣⛬࠾ࡅࡿ౯್ඹࡔࡅ࡛࡞ࡃࠊᵝࠎ࡞ඹࡢࣃࢱ࣮ࣥࢆ
⪃ᐹࡋ࡚࠸ࡿࠋࡓ࠼ࡤࠊᕷሙ࡚㈍ᚋከࡃࡢ࣮ࣘࢨ࣮ࡀࡑࢀࢆ⏝ࡋ࡚ࠊࠕࡗࡇࡼ࠸ࠖ࡞ឤぬⓗ࡞࣓࣮ࢪ
ᡂ࡞ࡲ࡛ᖜᗈ࠸⤂ࡢࡓࡵࠊࡸࡸᗈ⠊ᅖឤࡌࡿࡀࠊᮏ◊✲࡛ࡣ⤌❧ຍᕤရ࡞ࡢ㛤Ⓨࡽ㔞⏘ ࡲ࡛ࡢࣉࣟࢭࢫ㝈ᐃࡋࠊࡢ㐣⛬࡛ࡢࡼ࠺౯್ඹࢆ⾜࠺ࡘ࠸࡚㆟ㄽࡍࡿࡶࡢ⨨࡙ࡅࡿࠋ ࡍ࡛࠸ࡃࡘࡢᴗ࡛ࡣ౯್ඹࡀ⾜ࢃࢀ࡚࠸ࡿࠋ〇ရ㛤Ⓨ࠾ࡅࡿ౯್ඹࡣࠊඹࡢࣃ࣮ࢺࢼ ࣮ࢆࠊ㛤Ⓨ㐣⛬ࡢ⛬ᗘ㛵ࡉࡏࡿ࠸ࡗࡓࠊᴗࡢ㛤Ⓨഃ㸦௨㝆ࠊ㛤Ⓨయ⪅㸧ࡢチᐜᗘࡼࡗ ࡚ࡑࡢ≉ᛶࡀ␗࡞ࡿࠋࡲࡓࡑࢀࡒࢀࡢ㛤Ⓨ㐣⛬࡛ࡣ㛤Ⓨయඹࣃ࣮ࢺࢼ࣮ࡀ୍᪉㏻⾜࡛ࡣ࡞ࡃ᪉ ྥᙳ㡪ࡋ࠶࠸ࠊ౫Ꮡ㛵ಀ࠶ࡿࡇࡀ㛤Ⓨඹࡢ᮲௳ᚲせ࡛࠶ࡾࠊࡑࡢࡼ࠺࡞㛵ಀᛶࡢᏑᅾࡀ㛤Ⓨ ඹ࡛࠶ࡿ⪃࠼ࡽࢀࡿࠋࡇࡢࣃ࣮ࢺࢼ࣮ࡀ〇ရ㛤Ⓨࡍࡿୖ࡛㞀ቨ࡞ࡿࡢࡣሗࡢᑓ㛛ᛶ࡛࠶ࡿࠋࡘ ࡲࡾᑓ㛛ᛶࡢ㧗࠸ᢏ⾡ࡸᅗ㠃ᑐࡋ࡚ࠊࡢࡼ࠺ࣃ࣮ࢺࢼ࣮ࡢせᮃࢆᐃ╔ࡉࡏࡿ࡛࠶ࡿࠋࡇࡢࣃ࣮ ࢺࢼ࣮ࢆ〇ရタィ㛗ⓗ᥋ゐࡉࡏࡿࠊ〇ရ㛤Ⓨ࠾ࡅࡿ౯್ඹࡢ୰ᚰⓗ⪃࠼࡞ࡿࠋ౯್ᙧᡂ ᡭἲ࠾ࡅࡿඹ㛵⪅ࡢඹࡢ⛬ᗘࢆ༊ศࡍࡿ⾲1 ࡢ࠾ࡾ࡛࠶ࡿࠋ ࣃ࣮ࢺࢼ࣮ࡢᐃ⩏࡛࠶ࡿࡀࠊᕷሙࢽ࣮ࢬࢆㄆ㆑ࡶࡋࡃࡣయ⌧࡛ࡁࡿࡇࡀᮃࡲࡋ࠸ࡓࡵࠊከࡃࡣ୍⯡ ࣮ࣘࢨ࣮࡛࠶ࡿࠋࡑࢀࡽ௨እࡶࠊᕷሙࡸ㢳ᐈࡢࢽ࣮ࢬࢆㄆ㆑ࡍࡿὶ㏻㛵ಀ⪅ࠊ୰㛫࣮ࣘࢨ࣮࡞ࢆᣲ ࡆࡿࡇࡀྍ⬟࡛࠶ࡿࠋᇶᮏࡣ(1)༊ศࡍࡿࡓࡵࠊ㛤Ⓨయ௨እࡢ⪃࠼࡛༊ศࡍࡿࠋ 㸦⾲㸯㸧㛤Ⓨయ⪅ࣃ࣮ࢺࢼ࣮㛵ᗘྜ࠸ࡼࡿ౯್ᙧᡂᡭἲࡢศ㢮 (1)㠀ඹ㸸㛤Ⓨయᑟᆺ 㛤Ⓨ⪅ࡀయ࡞ࡗ࡚౯್ࢆ୍᪉㏻⾜ⓗᙧᡂ (2)ࢥࣥࢭࣉࢺඹᆺ 〇ရ⏬ࡢࡳࣃ࣮ࢺࢼ࣮ࡀཧ⏬ࡍࡿ (3)㛤Ⓨඹᆺ 〇ရ⏬ࡽタィ࣭ヨసẁ㝵ࡲ࡛᪉ྥࡢᑐヰ࣭㛵ࡍࡿ (4)㠀ඹ㸸ࣃ࣮ࢺࢼ࣮ᑟᆺ 㛤Ⓨయࡀࣉࣛࢵࢺࣇ࢛࣮࣒ࢆᥦ౪ *➹⪅సᡂ 4. 㢳ᐈࢽ࣮ࢬࡢㄆ㆑ࡘ࠸࡚㸸 ⤒㦂ᆺ〇ရࡢ㛤Ⓨࡣࠊୖグ⾲1 ࡢ౯್ᙧᡂ 4 ศ㢮ࡢෆࠊ(3) 㛤Ⓨඹᆺࡀ᭱ࡶຠ⋡ⓗ⪃࠼ࡽࢀࡿࠋ ⌮⏤ࡋ࡚ࡣࠊࡇࡢ⤒㦂࠸࠺どⅬࡣࠊ࣮ࣘࢨ࣮ࡀ〇ရࡢ⏝⤒㦂ࢆ㏻ࡋ࡚ࠊࡢࡼ࠺࡞౽┈ࢆாཷࡍ ࡿࢆ⪃ᐹࡍࡿ࠺࠼࡛ዲ㐺࡛࠶ࡿࡽ࡛࠶ࡿࠋࡓ࠼ࡤ(1)ࡢࡼ࠺࡞ࠊ᭱ᚋࡲ࡛ᴗࡢ㛤Ⓨ⪅యࡼࡗ ࡚᥎㐍ࡉࢀࡿ㐣⛬ࡢሙྜࠊᴟ➃࡞ゝ࠸᪉ࢆࡍࢀࡤ⊂᩿ⓗ࡞㛤Ⓨ࡛࠶ࡾࠊᕷሙࢽ࣮ࢬ㞳ࡍࡿྍ⬟ᛶࡣ ྰࡵ࡞࠸ࠋࡇࢀᑐࡋ࡚(3) 㛤Ⓨඹᆺࡢሙྜࡣࠊヨసࢆ㏻ࡋ࡚᪉ྥⓗ࡞ࡸࡾྲྀࡾࢆ㛗ⓗ⾜࠺ࡓ ࡵࠊ⤒㦂࠸࠺ほⓗ࡞౽┈ࢆᶍ⣴ࡍࡿࡓࡵࠊຠᯝⓗ⪃࠼ࡽࢀࡿࠋ 㢳ᐈࢽ࣮ࢬࡢㄆ㆑ࡣࠊඹ㛤Ⓨ㐣⛬࡛ᐇ⌧ࡉࢀࡿࠋࣃ࣮ࢺࢼ࣮ࡣᕷሙࡸ㢳ᐈࡢࢽ࣮ࢬ⢭㏻ࡍࡿࠊ ࡑࢀࢆయ⌧࡛ࡁࡿᚲせࡀ࠶ࡿࠋࡉࡽඹࡣ㛤Ⓨࣉࣟࢭࢫࡢࣃ࣮ࢺࢼ࣮ࡢᗈ⠊ᅖ࡞㛵ࡀᐜ᫆࠺ ḟ➨࡛࠶ࡾࠊලయⓗゝ࠼ࡤࣃ࣮ࢺࢼ࣮ࡢពྥࢆࠊタィࡸࣉࣛࣥᫎࡍࡿࡇࡀ࡛ࡁࡿ࠺࡛ ࠶ࡿࠋࡑࡇࡽ⪃ᐹࡍࡿඹࡣ྾Ѝᑐヰ⩻ヂЍᫎ࠸ࡗࡓඹ㛤Ⓨ3 ⬟ຊࡀᚲせ࡛࠶ࡿࠋࡑࡢ ⬟ຊࡣࣃ࣮ࢺࢼ࣮ᑐᓖࡍࡿ㝿ࠊ㛤Ⓨయồࡵࡽࢀࡿ⬟ຊ࡛࠶ࡾࠊࡑࢀࡣ௨ୗࡢ㏻ࡾ࡛࠶ࡿࠋ ࣭྾⬟ຊ㸸ྍ⬟࡞㝈ࡾከࡃࡢࣃ࣮ࢺࢼ࣮ࡢせᮃࢆྲྀᤞ㑅ᢥࠊ྾ᄮࡍࡿ⬟ຊ ࣭ᑐヰ⩻ヂ⬟ຊ㸸ࣃ࣮ࢺࢼ࣮ᑐヰࡋࠊᢏ⾡⏝ㄒ⩻ヂࡍࡿ⬟ຊ ࣭ᫎ⬟ຊ㸸⩻ヂࡉࢀࡓෆᐜࢆᫎࡋ〇ရᇙࡵ㎸ࡴ⬟ຊ
ࡇࡢඹ3 ⬟ຊࡣࠊCohen and Levinthal [1990]ࡢ㠉᪂ⓗ࡞ᢏ⾡㛤Ⓨ㔜せ࡞せ⣲ࡉࢀࡿ྾⬟ຊ 㢮ఝࡍࡿࠋ྾⬟ຊࡣձ♫እ࠾ࡅࡿ᪂ࡋ࠸ሗࡢ౯್ࢆㄆ㆑ホ౯ࡋࠊղ⤌⧊ࡋ࡚ᄮࡢ࠺࠼ࠊճၟ ᴗࡍࡿ⬟ຊࡀᏑᅾࡍࡿࡢᑐࡋࠊඹ3 ⬟ຊࡢࡁ࡞㐪࠸ࡣ⩻ヂ⬟ຊࡢᏑᅾࢆᣲࡆࡿࠋᢏ⾡ࡲࡓࡣ ᅗ㠃ࡢ⩻ヂᶵ⬟ࡣ㛤Ⓨඹࡢ㘽࡞ࡿ᥎㐍⬟ຊࡢࡦࡘ࡛࠶ࡾࠊ⩻ヂࡘࡲࡾࣃ࣮ࢺࢼ࣮ࡢせᮃࢆ⌮ゎ ࡛ࡁ࡞ࡅࢀࡤ౯್ᙧᡂࡣྍ⬟࡛࠶ࡿࠋࡇࡢࢽ࣮ࢬᑐࡍࡿឤཷᛶࡣࣃ࣮ࢺࢼ࣮᥋ࡍࡿሙྜࠊྍḞ ࡞⬟ຊࡶゝ࠼ࡿࠋ ᚑ᮶ࡢࢸࢫࢺ࣐࣮ࢣࢸࣥࢢࡢ㐪࠸ࡣࠊᑐヰ࣭᪉ྥࡢࡸࡾྲྀࡾ࠶ࡾࠊ㢳ᐈࡀ㉁ၥ⚊ᅇ⟅ࡋㄪ ᩚࡍࡿࡢ࡛ࡣ࡞ࡃࠊࣃ࣮ࢺࢼ࣮㛤Ⓨ⪅ᑐヰㄪᩚࢆ⧞ࡾ㏉ࡋࠊ྾Ѝᑐヰ⩻ヂЍᫎ࠸ࡗࡓ⬟ຊࢆ
┤᥋ⓗ㥑࡛ࡁࡿࡇ࠶ࡿࠋࡲࡓ࣐ࢫ࣭࢝ࢫࢱ࣐ࢬࡘ࠸࡚ࡣࠊ㛤Ⓨయࡀ⏝ពࡋࡓ㑅ᢥ⫥ࢆ࢚ ࣥࢻ࣮ࣘࢨ࣮ࡀ㑅ᢥࡍࡿࡇ࡛࠶ࡾඹ㛤Ⓨࡢ⠊ෆ⨨࡙ࡅ࡞࠸ࠋ࠼ࡤࠊࢹ࣭ࣝࢥࣥࣆ࣮ࣗࢱࡢ 〇ရࡢ࢝ࢫࢱ࣐ࢬᑐᛂࠊDIY ࡢᐙලࠊ⮬ື㌴࡞ࡢⰍ࣭࢜ࣉࢩࣙࣥࣃ࣮ࢶࡢ࢝ࢫࢱ࣐ࢬࡘ࠸࡚ࡣࠊ ࡍ࡛ᴗࡼࡗ࡚⏝ពࡉࢀࡓࣃ࣮ࢶࢆ⤌ࡳ❧࡚ࡿࡓࡵඹ㛤Ⓨࡣ༊ศࡉࢀࡿࠋ 4. 㛤Ⓨඹ ࣐ࢵࢧ࣮ࢪࢳ࢙㛤Ⓨ㐣⛬㸸 (1) ࣇ࣑࣮ࣜᰴᘧ♫ࡢ࣐ࢵࢧ࣮ࢪࢳ࢙㛤Ⓨ2 ࣐ࢵࢧ࣮ࢪࢳ࢙ࡣࠊ50 ᖺ๓ࡣ᪥ᮏᴗࡣ 35 ♫Ꮡᅾࡋࡓࡉࢀ3ࠊ⌧ᅾ4 ♫Ὲửࡉࢀࠊࡑ ࡢ4 ♫ࡀୡ⏺ⓗ࡞ᕷሙࢆ☜ಖࡋ࡚࠸ࡿࠋ㈍ࡍࡿ〇ရࡀᙼࡽࡗ࡚⤒῭ⓗせ࡞ධ※࡛࠶ࡿࡍ ࢀࡤࠊ㛗ᮇ㛫Ꮡ⥆ࡋ㧗࠸ࢩ࢙ࡢ⥔ᣢࡍࡿᙼࡽᴗࡢ〇ရ㛤Ⓨᡭἲࡘ࠸࡚ㄪᰝࡍࡿࡇࡣࠊఱࡋ ࡽࡢព⩏ࡀ࠶ࡿ⪃࠼ࡽࢀࡿࠋ ࣇ࣑࣮ࣜࡣ1962 ᖺ㜰࡛ᴗࡋࡓᴗ࡛ࠊྠᖺ࣐ࢵࢧ࣮ࢪࢳ࢙㈍ࢆ㛤ጞࡋࠊ㏆ᖺࡣ 2000 ᖺⓎࡋࡓࠕ࣓ࢹ࢝ࣝࢳ࢙ࠖࢆయ㈍ࢆᒎ㛤ࡋ࡚࠸ࡿࠋ㛤Ⓨࢧࢡࣝࡣ〇ရࢥࣥࢭࣉࢺ㛤Ⓨ ࡽࡢ᪂〇ရࡢሙྜࡣ6 ᭶ࡽ 1 ᖺࠋ୍ࡘࡢ㛤Ⓨࣉࣟࢪ࢙ࢡࢺ 10 ྡ๓ᚋࡀ㛵ࡍࡿࠋࣉࣟࢪ࢙ࢡ ࢺ࣮ࣜࢲ࣮ࡣ㐍⾜⟶⌮ࡸ࣓ࣥࣂ࣮ࡢ≧ἣࢆᢕᥱࡢ࠺࠼ࠊ㛤Ⓨ㆟࡛ሗ࿌ࡋࠊ㒊㛛㛗ࡀయⓗ࡞㐍⾜⟶⌮ ࢆࡍࡿࠋ ࣐ࢵࢧ࣮ࢪࢳ࢙ࡢ౽┈ࡣࡶࡳ࡛࠶ࡾࠊࠕ༓ᕪู࡛࠶ࡿࠖࡢ♫ෆⓗ࡞ㄆ㆑ࡢࡶࠊྍ⬟࡞㝈ࡾ ࠕேཷࡅࡍࡿ࣐ࢵࢧ࣮ࢪࢳ࢙ࠖࢆ┠ᣦࡋ〇ရ㛤Ⓨࡍࡿࠋཧධึᮇࡣࠊࣉࣟࡢ࣐ࢵࢧ࣮ࢪᖌࡢືࡁࢆ ᩘ್ࡋࡓࢹ࣮ࢱࢆཧ⪃ࡋ࡚࠸ࡓࡀࠊ2012 ᖺ⌧ᅾࡣࢀ➽ࡢࡶࡳࡢឤぬࢆࡰᢕᥱࡍࡿᡭἲࢆᐃ ╔ࡉࡏ࡚࠸ࡿࠋࡑࡢᡭἲࡣࠊヨసᶵ௨㝆⏕⏘ࡲ࡛ࠊࢺ࣮ࢱࣝ⣙100 ྡࡢࣔࢽࢱ࣮ࡀ⧞ࡾ㏉ࡋヨ⏝ࡋࠊ 㛤Ⓨయᢏ⾡ⓗㄪᩚࢆ⥅⥆ⓗ⾜࠺ࡇ࡛࠶ࡿࠋᕷሙࡢ࣐ࢵࢧ࣮ࢪࢳ࢙㢳ᐈࡢẕ㞟ᅋࡽࡢࢧࣥࣉ ࣝࢆᢳฟࡋࣔࢽࢱ࣮ࡋ࡚⏝ࡍࡿ࠸࠺ࠊゝ࠺࡞ࢀࡤᕷሙሗࡢ㞟ࡶ࠸࠼ࡿࠋ㛤Ⓨึᮇࡢẁ㝵࡛ ࡣࠊᕤሙ࠸ࡿ♫ဨ50 ྡࢆ௬࢚ࣥࢻ࣮ࣘࢨ࣮ぢ❧࡚࡚ࣔࢽࢱ࣮ㄪᰝࢆ⾜࠸ࠊ᭱⤊ẁ㝵ࡣႠ ᴗᢸᙜ⪅15 ྡ⛬ᗘࡼࡿヨ⏝ࢆᇶࡋࡓពぢ࡛ࠊࡶࡳࡀᙧᡂࡉࢀ࡚࠸ࡃࡇ࡞ࡿࠋ᭱⤊ᙧ㏆࡙ ࡃࡘࢀ࡚ࣁ࣮ࢻ㠃ࡽࣉࣟࢢ࣒ࣛ㠃ࡢㄪᩚ⛣⾜ࡍࡿࠋ㛤Ⓨᢸᙜ⪅ࡣヨ⏝⪅ࡢ⾲ࠊኌࡢࢺ࣮ࣥࠊ ືࡁ࡞ࢆໟᣓⓗᤊ࠼ࠊヨసᶵࡢㄪᩚࢆ⾜࠺ࠋヨ⏝⪅ࡢࠕẼᣢࡼ࠸ࠖࡢゝⴥ࡛ࡶࠊゎ㔘ࡼࡗ࡚ࡣ ᵝࠎ࡞ឤぬࡀ㎸ࡵࡽࢀ࡚࠸ࡿࠋࡑࡢࣃ࣮ࢺࢼ࣮ࡢゝⴥࢆ㛤Ⓨᢸᙜ⪅ࡣ⤒㦂ⓗุ᩿ࡋ⩻ヂࡋࠊࡶࡳ⋢ࡢ ⨨ࡸᣦᅽࡢᙉᙅ࡞ࡢㄪᩚࢆ⾜࠺ࠋ ୍᪉ࠊ㛤Ⓨ⪅ࡣ㐪࠸ࠊࣉࣟࢪ࢙ࢡࢺ࣮ࣜࢲ࣮ࡣᐈほⓗ࡞ពぢࡢ㞟⣙ࡘࡵࠊࣔࢽࢱ࣮ヨ⏝㛵ࡍ ࡿホ౯ࢆ㞟⣙ࡋࠊ㆟య࡛ពᛮỴᐃࡍࡿࠋࠕ㆟య࡛ᚭᗏࡋ࡚ពᛮỴᐃࡍࡿࡓࡵࠊⓙ࡛సࡗࡓ࠸࠺ឤ ぬࡀ࠺ࡲࢀࠊ〇ရࡢឡ╔ࡀ⏕ࡌࡿࠖࡋ࡚࠸ࡿࠋࡇࡢホ౯ࡢ㐣⛬ࡀ↓ࡅࢀࡤࠊᙜ⪅ほ࡛ேཷࡅ ࡍࡿ〇ရࡣ㛤Ⓨ࡛ࡁ࡞࠸ࠋࡑࡢࡓࡵࠊヨ⏝⤖ᯝࢆᐈほど࡛ࡁࡿࡼ࠺ᩘ್ࡋࠊ㆟ࡼࡗ࡚⤌⧊ⓗ ุ᩿ࡍࡿࠋࡘࡲࡾࠊほⓗ࡞ࡶࡳࢆࣔࢽࢱ࣮ࡢヨ⏝⤖ᯝ࠸࠺ᐈほⓗ࡞ᣦᶆኚࡋࠊ⠇┠ࡈࡢ ㆟ุ࡚᩿ࡍࡿࡇ࡞ࡿࠋᢏ⾡ホ౯㆟࡛ࡣࠊᐈほⓗ࡞ヨ⏝⤖ᯝ㛵ࡋ࡚ࠊ♫㛗௨ୗႠᴗࡸ㛤Ⓨ࡞ ྛ⫋⬟ⓗ࡞ᑓ㛛▱㆑ࢆᇶࡋࡓ」ྜⓗどⅬࡼࡾ〇ရ౯್ࡢጇᙜᛶࡀุ᩿ࡉࢀࡿࠋ⌧ሙ࡛ࣞ࣋ࣝࡢ࣮ࣘ ࢨ࣮ࡢ᪉ྥ㛤Ⓨࡔࡅ࡛ࡣࠊ༑ศ࡛࠶ࡿࡢㄆ㆑࡛࠶ࡿࠋ (2)ࣃࢼࢯࢽࢵࢡ㟁ᕤ4ࡢ࣐ࢵࢧ࣮ࢪࢳ࢙㛤Ⓨ5 ࣃࢼࢯࢽࢵࢡ㟁ᕤࡢ࣐ࢵࢧ࣮ࢪࢳ࢙ᕷሙࡢཧධࡣ1969 ᖺ࡛ࠊ2012 ᖺ⌧ᅾ 40 ᖺࢆ⤒㐣ࡋ࡚࠸ࡿࠋ ᙜึࡣ㖹࡞㓄⨨ࡉࢀࡿ〇ရࢆᒎ㛤ࡋ࡚࠸ࡓࡀࠊ1994 ᖺᚑ᮶ࡢ㔜ཌឤࡢ࠶ࡿࢳ࢙ࡽࢥࣥࣃ 2 2012 ᖺ 6 ᭶ 22 ᪥ࣇ࣑࣮ࣜᮏ♫࡚ࠊྲྀ⥾ᙺ ᢏ⾡ᨭᐊᐊ㛗ࠊᮏ♫㛤Ⓨᢏ⾡ࢭࢡࢩ࣮ࣙࣥࣜࢲ࣮ࠊἲົ≉チᐊ ಀ 㛗ᑐࡋ࡚ྲྀᮦࢆᐇࠋ 3 ࣇ࣑࣮ࣜ✄⏣♫㛗ࡢ᪂⪺ࡢྲྀᮦグࡼࡾࠋ(ᮅ᪥᪂⪺ኤหࠊ2011 ᖺ 12 ᭶ 14 ᪥) 4 ⌧ᅾࡣࣃࢼࢯࢽࢵࢡᰴᘧ♫♫ྡኚ᭦ࡋ࡚࠸ࡿࠋ 5 2011 ᖺ 1 ᭶ 6 ᪥ ࣃࢼࢯࢽࢵࢡ㟁ᕤ ᙪ᰿ᕤሙ ࣊ࣝࢩ࣮ࣛࣇᴗ㒊࡚ྲྀᮦࢆᐇࠋ
ࢡࢺ࡞〇ရࡢ㈍᪉ྥ㌿ࡋࡓࠋ㏆ᖺࡣࠊ࣐ࢵࢧ࣮ࢪࢯࣇ࡞ᑠᆺࡋࡓ〇ရ࡞㢳ᐈࢽ࣮ࢬྜ ࢃࡏࡓ〇ရࢆ㛤Ⓨࡋࠊᕷሙࢩ࢙ࢆ☜ಖࡋ࡚࠸ࡿࠋ 〇ရࡢ㛤Ⓨࣉࣟࢭࢫࡣࠊタィࡋ࡚ࠊᢏ⾡㛤Ⓨࠊ⏬ࠊᢏ⾡ᡭẁࢆ࠺࠺ࡽࢫ࣌ࢵࢡࢆỴᐃࡋࠊ タィヨసࢆ⾜࠸ࠊ㔠ᆺࢆసᡂࡋࠊ㔞⏘ᩘ᭶๓ࡲ࡛ࡶࡳࡢㄪᩚࡀ⧞ࡾ㏉ࡉࢀࡿࠋྛ㛤Ⓨࢫࢸ࣮ࢪ࡛ࣔ ࢽࢱ࣮ࡼࡿ☜ㄆᶵ⬟ㄪᩚࡀ⾜ࢃࢀࡿࠋࡶࡳ⋢࡞ࡢࣁ࣮ࢻࠊࡑࢀࢆືࡍࢯࣇࢺ࢙࢘6ࢆ᧿ࡾྜ ࢃࡏࡘࡘ㛤Ⓨࡀ㐍ࡳࠊࣁ࣮ࢻࢯࣇࢺ୧᪉ࡀᙳ㡪ࡋ࠶࠸ᡂᗘࡀୖࡀࡗ࡚࠸ࡃࠋⓎ㛫㝿ࡲ࡛ᚭᗏⓗ ᧿ࡾྜࢃࡏࢆᐇࡍࡿࠋ ࣐ࢵࢧ࣮ࢪࡢࡶࡳࡘ࠸࡚ࠊᚰᆅࡼࡉࡣࠕほⓗ࡛࠶ࡾேࡀᅾࡋุ᩿ࡍࡿࡋ࡞࠸ࠖࡋ࡚࠸ࡿࠋ ⾑ὶ㔞ࡸ⬦ᢿ࡞ࡢࣂࢱࣝࢹ࣮ࢱࡤࢀࡿᐇ ್ࢆᇶ‽㛤Ⓨࡋ࡚ࡶࠊᚰᆅࡼࡉࡣほⓗ࡛࠶ࡾࠊ ࡍ࡚ࡢ㢳ᐈ㏻⏝ࡍࡿᚰᆅࡼࡉࢆ☜ᐇᤊ࠼ࡿࡇࡣ࡛ࡁ࡞࠸ࡋ࡚࠸ࡿࠋࡑࡢࡓࡵ㛤Ⓨࡢᡭ㡰ࡋ ࡚ࡣࠊࡲࡎ࣐ࢵࢧ࣮ࢪᖌࡢࡶࡳࢆ┠ᶆࡋ࡚ヨసᶵࢆ㛤Ⓨࡋࠊࣔࢽࢱ࣮ࡢホ౯⤖ᯝࢆᇶ‽ヨసᶵࡢ ᛶ⬟ࡢㄪᩚࢆ⾜࠸ࠊࣂࢱࣝࢹ࣮ࢱࡘ࠸࡚ࡣ⿵⛬ᗘ࡛⏝ࡍࡿࠋࣉࣟࡢ⒪ࢆᢕᥱࡍࡿࡓࡵࠊ࣐ ࢵࢧ࣮ࢪᖌࡢᣦඛࡢືࡁჾලࢆࡘࡅࠊᣦࡢືࡁࡸຍᅽ࡞ࡢᐃ㔞ࢹ࣮ࢱࢆ㞟ࡋࠊࡇࡇࡽᚓࡓᩘ್ ࢆ┠ᶆ㛤Ⓨࢆ⾜࠺7ࠋ ࣔࢽࢱ࣮ࡣ♫ෆ♫እࡽ㑅ᢥࡋ࡚࠸ࡿࠋ♫ෆࡢሙྜࡣࠊᕷሙ࠾ࡅࡿṇつศᕸࢆ⌮ࡋ࡚ࠊ࠼ ࡤ㌟㛗190cm ࡢ⏨ᛶࡽ 150cm ࡢᑠ࡞ዪᛶࡲ࡛ᖜᗈࡃయ᱁ࢆᇶ‽ヨ⏝⪅ࢆ㑅ᢥࡋࠊேࡀᅾࡋ࡞ ࠸ࡀᚲせ࠸࠺Ⅼࡽࠊࣔࢽࢱ࣮ㄪᰝࡋ࡞࠸ࡶࡳࡣ⌮ゎ࡛ࡁ࡞࠸ࡋ࡚࠸ࡿࠋ 5. ⪃ᐹ㡯ࡲࡵ㸸 ࣐ࢵࢧ࣮ࢪࢳ࢙ࢆ⤒㦂࠸࠺どⅬ࡛⪃ᐹࡋࡓሙྜࠊ〇ရ⏝ࢆ㏻ࡋࡓ࣐ࢵࢧ࣮ࢪࡢẼᣢࡕⰋࡉࡀ౽ ┈࡞ࡿࠋࡇࡢ౽┈ࡣ㠀ᖖឤぬⓗࡘほⓗ࡛࠶ࡾࠊ᫂☜ඹ᭷ࡋࡃ࠸㛤Ⓨ┠ᶆ࡛࠶ࡾ࠺ࡿࠋࡇࡢ ౽┈ࡘࡲࡾ౯್ࢆᙧᡂࡍࡿ࠺࠼࡛ࠊࣃ࣮ࢺࢼ࣮ࡋ࡚ࣔࢽࢱ࣮⏝ࡀ㔜せ࡞ᡭ㡰࡞ࡗ࡚࠸ࡿࠋࡑࡢ ⏝᪉ἲࡣ✀㢮࠶ࡾࠊࡲࡎ୍ࡘ┠ࡣࠊࣔࢽࢱ࣮ࡀ⌧ሙ࡛ࡢᶵ⬟ㄪᩚࡢ㝿⏝ࡉࢀ࡚࠸ࡿࠋタィᢸᙜ⪅ ࡢ᪉ྥⓗ࡞ࡸࡾࡾ࡛ࠊឤぬⓗ࡞ࡶࡳ࠸࠺౽┈ࡀᙧᡂࡉࢀ࡚࠸ࡿゝ࠼ࡿࠋࡶ࠺୍ࡘࡀほⓗ ࡞౽┈ࢆ㔞ⓗホ౯ࡍࡿ㝿⏝ࡉࢀ࡚࠸ࡿࠋࣃ࣮ࢺࢼ࣮ࡋ࡚ࠊ௬࣮ࣘࢨ࣮࡛࠶ࡿࣔࢽࢱ࣮┤᥋ ⓗ࡞ᑐヰࢆࡋࡓሙྜࠊ㏆ど║ⓗ࡞ࢽ࣮ࢬࡢࡳᑐᛂࡋ࡚ࡋࡲ࠸ࠊᒁⓗ࡞ᕷሙືྥࢆぢ㏨ࡍྍ⬟ᛶࡶྰ ࡵ࡞࠸ࠋࡑࢀࢆ㜵ࡄࡓࡵࠊᐈほⓗホ౯ࡲࡓࡣุ᩿࡛ࡁࡿᮦᩱࡀᚲせ࡛࠶ࡿࠋࡇࢀࡽᴗࡣࠊ⌧ሙࣞ࣋ ࡛ࣝࣔࢽࢱ࣮ࢆ⏝ࡋࠊ㢳ᐈࡢ┤᥋ⓗ࡞ࢽ࣮ࢬࢆᄮࡋࠊ〇ရᫎࡍࡿࡇࡣࠊ㏆ど║ⓗ࡞〇ရ㛤Ⓨ 㝗ࡿ࠸࠺ྍ⬟ᛶࢆㄆ㆑ࡋࠊࣉࣟࢭࢫࡢせᡤ࡛ࡇࡢࡼ࠺࡞ホ౯ࡢᡭ㡰ࢆࡿࠋ ࡇࢀࡽ〇㐀ᴗࡣࣔࢽࢱ࣮ࢆ௬㢳ᐈᐃࡋࠊࣃ࣮ࢺࢼ࣮ࡋ࡚㑅ᢥࡋ࡚࠸ࡿࠋヨసࡢヨ⏝ࢆ㛗 ⓗᐇࡋࠊឤぬⓗ࡞౽┈ࢆ౯್ࡋ࡚ᙧᡂࡋ࡚࠸ࡿࠋࡇࢀࡽࡢⅬࡽ㛤Ⓨඹᆺࡶゝཬ࡛ࡁࡿࠋᮏ ◊✲ࡢᚋࡢㄢ㢟ࡋ࡚ࡣࠊඹ㛤Ⓨᆺࣉࣟࢭࢫࡀࠊࡢࡼ࠺࡞ሙྜᑐᛂྍ⬟ࢆࡉࡽ᳨ドࡍࡿᚲせ ࡀ࠶ࡿࠋ (ཧ⪃ᩥ⊩)
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Journal of Interactive Marketing, Vol.18, 3.
6 ࢯࣇࢺࡣ⮬ື࣐ࢵࢧ࣮ࢪࢥ࣮ࢫࡢࡇ࡛࠶ࡾࠊ15 ศ࡛ࠊࢀࡔࡅᙉࡃࡶࡴࠊࡇࢆࢀࡔࡅࡶࡴࠊ࡞ࡢ⤌ࡳ
ྜࢃࡏࡣ↓㝈Ꮡᅾࡍࡿࡋࠊࡓ࠼1 ศࡢࢥ࣮ࢫ࡛ࡶࡘࡲࡽ࡞࠸ࡶࡢࡽ㠀ᖖⰋ࠸ࡶࡢࡲ࡛ከᙬ࡛ࡁࡿࡢࡇࠋ
7 ࠕ࣊ࣝࢩ࣮ྩࠖ࠸࠺࣐ࢵࢧ࣮ࢪᖌࡢᣦࡢືࡁࢆ ᐃࡍࡿ࣐ࢿ࢟ࣥேᙧࡀᏑᅾࡋࡓࠋࢩࣜࢥࣥ⣲ᮦࡢ⫪ 6 ㍈ࡢ࣋ࢡࢺ
