Sakashita, Mototaka

写真a

Affiliation

Graduate School of Business Administration (Hiyoshi)

Position

Professor

Related Websites

External Links
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Career 【 Display / hide 】

  • 2004.04
    -
    2007.03

    上智大学, 経済学部経営学科, 専任講師

  • 2013.04
    -
    2013.12

    Northwestern University, Kellogg School of Management, Visiting Scholar

  • 2015.10
    -
    2018.09

    Northwestern Univerisity, Retail Analytics Council, Medill School of Integrated Marketing Communications, Research Fellow

  • 2018.10
    -
    2021.09

    Northwestern University, Spiegel Digital & Database Research Center, Medill School of Integrated Marketing Communications , Research Affiliate

  • 2024.03

    Tongji University, School of Economics and Management, Visiting Scholar

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Academic Background 【 Display / hide 】

  • 1993.04
    -
    1999.03

    Kobe University, 経営学部

    University, Graduated

  • 1999.04
    -
    2001.03

    Kobe University, Graduate School of Business Administration

    Graduate School, Completed, Master's course

  • 2001.04
    -
    2004.03

    Kobe University, Graduate School of Business Administration

    Graduate School, Completed, Doctoral course

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Academic Degrees 【 Display / hide 】

  • 修士（商学）, Kobe University, Coursework, 2001.03

    購買意思決定局面におけるブランドの影響に関する実証研究

  • Ph.D, Kobe University, Coursework, 2004.03

    消費者の選択的情報取得の２類型に関する実証研究：属性とブランド

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Research Areas 【 Display / hide 】

  • Humanities & Social Sciences / Commerce

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Research Keywords 【 Display / hide 】

  • マーケティング

  • 消費者行動

  • ブランドマネジメント

  • 小売マネジメント

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Books 【 Display / hide 】

  • Generation Z in Japan: Raised in Anxiety

    Sakashita M., The New Generation Z in Asia: Dynamics, Differences, Digitalization, 2020.01

    　View Summary

    Generation Z in Japan, born between 1995 and 2010, has unique characteristics. First, they are pessimists, which is mainly because of the challenging environment in which they were raised, with long-lasting low economic growth and multiple natural disasters. Second, they are digital natives, with a high level of digital device literacy. Raised in a highly advanced technological environment, they benefit in various ways by leveraging such devices. Also, they value relationships with family and friends, forming very close intimate relationships with their parents and broad shallow relationships with their friends. These unique characteristics turn Generation Z into a careful spender in consumption, and a stability seeker in workplaces. As consumers, they are very knowledgeable using both online/offline information, thus, are very selective and cautious when spending their money trying to prepare for the possible risk in the future. As employees, they are less loyal to companies and value their private life higher than their work life. A guideline for targeting Generation Z in Japan is presented.

  • The Routledge Companion to Identity and Consumption

    Kimura J., Sakashita M., Routledge, 2012.12,  Page： 1-418

    Scope: Chapter 3, Mother possessing Daughter: Dual role of Extended Self,  Contact page： 292-301

  • The Power of Marketing

    Onzo Naoto, Sakashita Mototaka, Yuhikaku, 2023.05,  Page： 1-350

  • サービスと消費者行動

    坂下玄哲, 千倉書房, 2020.02

    Scope: 日本におけるオーガニック食品購買者の特徴,  Contact page： 85-110

  • ベーシック・マーケティング（第二版）

    恩蔵直人, 三浦俊彦, 芳賀康浩, 坂下玄哲, 同文舘出版, 2019.07,  Page： 1-280

    Scope: 第4章　マーケティング・リサーチ,  Contact page： 77-97

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Papers 【 Display / hide 】

  • Sustaining Shopping Momentum in Retail Malls Using Real-Time Messaging

    Ali Vakeel K., Fuduric M., Viswanathan V., Sakashita, M.

    Journal of Retailing (Journal of Retailing)  99 ( 1 ) 102 - 114 2023

    Research paper (scientific journal), Joint Work, Accepted,  ISSN  00224359

    　View Summary

    Retail malls thrive not only on foot traffic they attract but also on buyers spending at multiple retailers in the mall. While the importance of shopping momentum, i.e., buyers continuing to shop, is known, few studies have examined how mobile promotions can incentivize buyers to sustain their shopping momentum in a mall. This study examines how a mall operator targets buyers in its loyalty program with a real-time message (RTM) to encourage them to sustain their shopping momentum and spend more at the next retailer. We use a quasi-experimental design and show that the RTM has a stronger effect on heavy than light buyers. Specifically, moderate and heavy buyers are more likely to respond favorably to RTMs by sustaining shopping momentum and increasing spending at the next retailer. In contrast, the RTM has no effect on shopping momentum of light buyers, and if they continue to shop, they lower their subsequent spending. The study has important implications for retailers using mobile applications to target buyers with relevant real-time promotions to achieve desired outcomes.

  • Why do people avoid and postpone the use of voice assistants for transactional purposes? A perspective from decision avoidance theory

    Malodia S., Kaur P., Ractham P., Sakashita M., Dhir A.

    Journal of Business Research (Journal of Business Research)  146   605 - 618 2022.07

    Research paper (scientific journal), Joint Work, Accepted,  ISSN  01482963

    　View Summary

    Consumers increasingly adopt artificial intelligence (AI) enabled voice assistants (VAs) for transactional and non-transactional uses due to these devices’ inherent affordances, such as their ease of use and convenience. Despite the widespread adoption of VAs in recent times, consumers continue to avoid using VAs for transactional purposes. Currently, we have a limited understanding of the various antecedents and consequences of consumer decision avoidance in the context of VAs. This study aims to bridge this gap by adopting the decision avoidance theory as a theoretical lens and a convergent mixed-methods approach to identify the antecedents (i.e. cognitive biases and nudging) and consequences (i.e. rejection of VAs for transactional purposes and intention to adopt VAs for transactional purposes) of consumer decision avoidance (i.e. consumer inertia and procrastination). The study findings suggest a positive association of cognitive biases with consumer inertia, procrastination and rejection. While nudging is positively associated with procrastination and intentions, it shares a negative association with rejection. Consumer inertia is positively associated with rejection and negatively associated with intentions. Meanwhile, procrastination shares a positive association with intention and a negative association with rejection. Technology comfort has a significant moderating (negative) influence on the association between cognitive biases and intentions.

  • Personality and travel intentions during and after the COVID-19 pandemic: An artificial neural network (ANN) approach

    Talwar S., Srivastava S., Sakashita M., Islam N., Dhir A.

    Journal of Business Research (Journal of Business Research)  142   400 - 411 2022.03

    Research paper (scientific journal), Joint Work, Accepted,  ISSN  01482963

    　View Summary

    The tourism sector has been deeply ravaged by the COVID-19 pandemic as many individuals abstained entirely from travel. Thus, before contemplating the trajectory of the sector's recovery, it is essential to understand individuals’ travel intentions both during and after the pandemic. The present study contributes in this regard by examining the impact of individuals’ personality traits categorised by the five-factor model, or the Big Five, on their leisure travel intentions during and after the pandemic. To this end, we utilised an artificial neural network (ANN) approach to analyse 500 responses from individuals residing in Japan. The results reveal that extraversion has the strongest relative influence on intentions to travel during the pandemic, whereas openness to experience has the strongest influence on travel intentions after the pandemic. This study is the first of its kind to examine the influence of the Big Five personality traits on travel intentions in the context of a pandemic.

  • Green apparel buying behaviour: A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability-oriented consumption in Japan

    Dhir A., Talwar S., Sadiq M., Sakashita M., Kaur P.

    Business Strategy and the Environment (Business Strategy and the Environment)  30 ( 8 ) 3589 - 3605 2021.12

    Research paper (scientific journal), Joint Work, Accepted,  ISSN  09644733

    　View Summary

    The green apparel literature has previously examined the disparity between consumers' positive purchase intentions and their actual purchase behaviour. This dichotomous behaviour represents the critical ‘intention–behaviour gap’, which marketers must seek to reduce to increase sales of their products. The current study thus seeks to identify the drivers of green apparel purchase behaviour that may potentially mitigate this gap. The proposed conceptual model is grounded in the Stimulus–Organism–Behaviour–Consequence (SOBC) paradigm and is tested through an analysis of cross-sectional data collected from 387 green apparel product consumers in Japan who were sourced through Macromill Inc. The findings suggest that optimism as the stimulus is positively associated with labelling satisfaction and labelling desire, which, in turn, are positively associated with purchase intentions, representing behaviour. Furthermore, purchase intentions are positively associated with shopping routine and fully mediate the association between shopping routine and buying behaviour. The study provides interesting strategic inputs for green apparel marketers and retailers.

  • A social comparison theory approach to mothers’ and daughters’ clothing co-consumption behaviors: A cross-cultural study in France and Japan

    Gentina E., Huarng K., Sakashita M.

    Journal of Business Research (Journal of Business Research)  89   361 - 370 2018.08

    Research paper (scientific journal), Joint Work, Accepted,  ISSN  01482963

    　View Summary

    © 2017 Elsevier Inc. Much remains unknown about the clothing co-consumption practices of mothers and their teenage daughters, especially from a cross-cultural perspective. This study uses social comparison theory to examine how mothers engage in clothing co-consumption practices with their adolescent daughters and the effects on their likelihood of changing brands, stores, or styles. It includes 732 French and Japanese mothers who have adolescent daughters between the ages of 15 and 18 years. The structural equation modeling and qualitative analysis with structural associations reveal that Japanese mothers with high self-esteem enter into strong social comparisons, which lead to co-consumption practices (common shopping, joint purchases, clothing exchanges), whereas regardless of their levels of self-esteem, French mothers engage in social comparison processes that lead them to change their clothing styles, brands, and stores.

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Papers, etc., Registered in KOARA 【 Display / hide 】

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Reviews, Commentaries, etc. 【 Display / hide 】

  • 多様化分散化する消費者ニーズへいかに対処すべきか

    坂下玄哲

    [季刊]企業経営 142   12 - 15 2018.04

    Article, review, commentary, editorial, etc. (scientific journal), Single Work

  • 過度な「ライン拡張」への警鐘～優れたブランド管理のために～

    坂下玄哲

    [季刊]企業経営 127   8 - 11 2014.07

    Article, review, commentary, editorial, etc. (scientific journal), Single Work

  • 消費者購買意思決定

    坂下玄哲

    一橋ビジネスレビュー 57 ( 3 ) 94 - 95 2009.12

    Article, review, commentary, editorial, etc. (scientific journal), Single Work

  • 市場選択戦略①

    坂下玄哲

    日経産業新聞  2008.12

    Article, review, commentary, editorial, etc. (trade magazine, newspaper, online media), Single Work

  • 市場選択戦略②

    坂下玄哲

    日経産業新聞  2008.12

    Article, review, commentary, editorial, etc. (trade magazine, newspaper, online media), Single Work

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Presentations 【 Display / hide 】

  • Effectiveness of Real-Time Mobile Messaging: A Natural Field Experiment

    Mototaka Sakashita

    2019.08
    , 

    Oral presentation (general)

  • Do Luxury Brand Promotions Drive More Purchases?

    Mototaka Sakashita

    2018.05
    , 

    Oral presentation (general)

  • Mothers’ consumption behavior with their teenage daughter from social comparison theory: A cross-cultural study

    Mototaka Sakashita

    2017.06
    , 

    Oral presentation (general)

  • Customer citizenship behavior in virtual brand communities

    Mototaka Sakashita

    2019.06
    , 

    Oral presentation (general)

  • Communicating through brand websites to create unique brands

    Mototaka Sakashita

    2015.07
    , 

    Oral presentation (general)

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Research Projects of Competitive Funds, etc. 【 Display / hide 】

  • シェアリングエコノミーの促進・阻害要因に関する日印国際比較研究

    2023.04
    -
    2026.03

    基盤研究(C), Principal investigator

  • モバイルコミュニケーションが消費者購買意思決定に与える影響に関する実証研究

    2020.04
    -
    2023.03

    MEXT,JSPS, Grant-in-Aid for Scientific Research, Grant-in-Aid for Scientific Research (C), Principal investigator

  • オムニチャネルを通じた小売店舗ブランド構築に関する実証研究

    2017.04
    -
    2020.03

    MEXT,JSPS, Grant-in-Aid for Scientific Research, Grant-in-Aid for Scientific Research (C), Principal investigator

  • An Empirical Study of Consumers' Brand Parity: Antecednts and Cosequences

    2014.04
    -
    2017.03

    MEXT,JSPS, Grant-in-Aid for Scientific Research, Grant-in-Aid for Scientific Research (C), Principal investigator

    　View Summary

    The purpose of this study is to investigate the antecedents and consequences of consumers' "no brand preference", which occurs when consumers do not hold any particular positive attitude towards all the major existing brands in a product category, by theoretically and empirically focusing on consumers' cognitive structure. Analyzing the behavioral and attitudinal data of actual consumers, it revealed that consumers searching for information about a particular brand tended to hold lower level of brand parity (perceived similarity among different brands in a product category), thus forming higher positive attitude towards the brand.

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Awards 【 Display / hide 】

  • 第3回商品開発・管理学会優秀発表賞

    2010.06, 商品開発・管理学会

    Type of Award： Award from Japanese society, conference, symposium, etc.

  • 第8回公益財団法人吉田秀雄記念事業財団吉田秀雄賞奨励賞

    2010, 公益財団法人吉田秀雄記念事業財団

    Type of Award： Award from publisher, newspaper, foundation, etc.

  • 第1回日本消費者行動研究学会JACS-SPSS論文プロポーザル賞

    2001.06, 日本消費者行動研究学会

    Type of Award： Award from Japanese society, conference, symposium, etc.

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Courses Taught 【 Display / hide 】

  • SEMINAR IN MARKETING

    2025

  • RESEARCH SEMINAR IN MARKETING

    2025

  • MARKETING (EMBA)

    2025

  • MARKETING

    2025

  • INDIVIDUAL RESEARCH C (EMBA)

    2025

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Memberships in Academic Societies 【 Display / hide 】

  • European Marketing Academy, 

    2015.05
    -
    Present

  • European Advertising Academy, 

    2015.06
    -
    2019

  • 日本消費者行動研究学会, 

    1999.04
    -
    Present

  • 日本商業学会, 

    1999.04
    -
    Present
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Committee Experiences 【 Display / hide 】

  • 2018
    -
    2022

    IJMD編集委員会委員, 日本商業学会

  • 2011.04
    -
    Present

    幹事, 日本商業学会関東部会

  • 2011.04
    -
    Present

    テーマセッションコーディネーター, 日本商業学会関東部会

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