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.

本研究的目的是实现“生活故事”，它解释了消费者的判断，为什么他们选择一个特定的产品基于原因/结果推理。通过采用统一建模语言（UML）这一全球性标准，期望结构化故事数据能够将自然语言的健壮性、具体性和数学模型的严格性、通用性结合起来，达到联合收割机的目的。这可能会产生一些好处，如协调“定性分析和定量分析”和/或“市场研究和广告故事。“申请人已经发现可以通过使用多种UML图中的三种来构造建模系统。实验结果证明了该方法的有效性。这可能是因为不是ICT专家的受访者（消费者）不善于理解图表的含义，但他们更容易基于模型结构用自然语言做出回应，然后他们对自己的需求和/或想法更有启发。

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