KEIO RESEARCHERS INFORMATION SYSTEM

Career 【 Display / hide 】

Career 【 Display / hide 】

• 2004.04

  -

  2005.03

  東京大学大学院, 経済学研究科, 助手

• 2005.04

  -

  2008.03

  Seikei University, Faculty of Economics, 講師

• 2008.04

  -

  2014.03

  Seikei University, Faculty of Economics, 准教授

• 2014.04

  -

  2023.03

  Keio University, Graduate School of Business Administration, Associate Professor

• 2023.04

  -

  Present

  Keio University, Faculty of Business and Commerce

Academic Background 【 Display / hide 】

Academic Background 【 Display / hide 】

• 1992.04

  -

  1996.03

  Keio University, Faculty of Law, Department of Political Sciences Law

• 1999.04

  -

  2001.03

  The University of Tokyo, Division of Economics, Graduate School, 修士課程

• 2001.04

  -

  2004.03

  The University of Tokyo, Division of Economics, Graduate School, 博士課程

Academic Degrees 【 Display / hide 】

Academic Degrees 【 Display / hide 】

• 修士（経済学）, The University of Tokyo, Coursework, 2001.03

• 博士（経済学）, The University of Tokyo, Coursework, 2008.02

Research Areas 【 Display / hide 】

Research Areas 【 Display / hide 】

• Humanities & Social Sciences / Business administration

• Humanities & Social Sciences / Commerce (Marketing)

Research Keywords 【 Display / hide 】

Research Keywords 【 Display / hide 】

• ethical consumption

• online service

• community

• platoform

• marketing

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Books 【 Display / hide 】

Books 【 Display / hide 】

• 「一時的所有」青木 幸弘;野村 拓也編著『デジタル経済下の消費者行動 -- 新たな消費の出現とマーケティング対応』

  山本晶, 有斐閣, 2026.02

  Scope: 第4章「一時的所有」

• 「プラットフォーム」恩蔵直人，坂下玄哲（編）『マーケティングの力 : 最重要概念・理論枠組み集』

  山本晶, 有斐閣, 2023.05,  Page： xiii, 350p

  Scope: 1-21 プラットフォーム

  • CiNii Research

• 一からのデジタルマーケティング

  西川英彦,澁谷覚, 碩学社 , 2019.02

  Scope: 「デジタル社会のビジネスモデル」

• 「デジタル社会のビジネスモデル」西川英彦・澁谷覚編著『一からのデジタルマーケティング』

  山本 晶, 碩学社, 2019.02,  Page： 264

  Scope: デジタル社会のビジネスモデル,  Contact page： 35-48

• Social Media and Marketing

  Hikaru Yamamoto, 共立出版, 2017.07

  Contact page： 1226

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Papers 【 Display / hide 】

Papers 【 Display / hide 】

• Should I keep it or sell it? The effect of emotional attachment on consumers’ selling behavior in the consumer-to-consumer marketplace

  Hikaru Yamamoto

  Global Marketing Conference Proceedings    408 - 412 2023.07

  Single Work, Lead author

• Revisiting the taxonomy of online search intent

  Yamamoto, Hikaru, Kakihara, Masao

  経営情報学会誌 31 ( 3 ) 111 - 130 2022.12

  Single Work, Lead author, Corresponding author, Accepted

  • Access to Document (DOI)

• The Rise of Temporary Ownership

  Hikaru Yamamoto

  Japan Marketing Journal (Japan Marketing Academy)  41 ( 2 ) 7 - 18 2021.09

  Single Work, Lead author, Accepted,  ISSN  0389-7265

  • Access to Document (DOI)

• The Effect of Secondary Market Options on Shopping Behavior in the Primary Market

  Hikaru Yamamoto

  Japan Marketing Journal (Japan Marketing Academy)  40 ( 2 ) 29 - 41 2020.09

  Single Work, Accepted,  ISSN  0389-7265

  • Access to Document (DOI)

• Angels or demons? Classifying desirable heavy users and undesirable power sellers in online C2C marketplace

  Hikaru Yamamoto, Nina Sugiyama, Fujio Toriumi, Hikaru Kashida, Takuma Yamaguchi

  Journal of Computational Social Science (Springer Science and Business Media LLC)  2 ( 2 ) 315 - 329 2019.07

  Single Work, Lead author, Accepted,  ISSN  2432-2717

  • Access to Document (DOI)

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

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

• Consumer disposition behavior

  Yamamoto, Hikaru

  学事振興資金研究成果実績報告書 (慶應義塾大学)  2023

• Promoting and hindering factors for product ownership

  Yamamoto, Hikaru

  学事振興資金研究成果実績報告書 (慶應義塾大学)  2022

• Conceptual research on temporary ownership

  Yamamoto, Hikaru

  学事振興資金研究成果実績報告書 (慶應義塾大学)  2021

• Research on economic interaction among consumers

  Yamamoto, Hikaru

  科学研究費補助金研究成果報告書 2020

• Research on the consumer-to-consumer economic interaction

  Yamamoto, Hikaru

  学事振興資金研究成果実績報告書 (慶應義塾大学)  2018

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Reviews, Commentaries, etc. 【 Display / hide 】

Reviews, Commentaries, etc. 【 Display / hide 】

• Retail communication in the digital age

  鈴木 智子, 菅野 佐織, 山本 晶, 福田 怜生

  Ad studies 93   45 - 49 2025.09

• Brand communiation in the digital age

  山本 晶, 菅野 佐織, 福田 怜生, 鈴木 智子

  Ad studies 93   50 - 56 2025.09

  Lead author

• Online Communities

  Hikaru Yamamoto

  Quarterly Journal of Marketing (Japan Marketing Academy)  45 ( 3 ) 183 - 185 2025.06

  ISSN  0389-7265

  • Access to Document (DOI)

• Brand Platform Strategy for Deepening Customer Loyalty:

  Hikaru Yamamoto, Saori Kanno

  Quarterly Journal of Marketing 45 ( 1 ) 64 - 72 2025.01

  Lead author

  • Access to Document (DOI)

• Psychological Ownership

  Hikaru Yamamoto

  Japan Marketing Journal (Japan Marketing Academy)  43 ( 1 ) 4 - 6 2023.06

  ISSN  0389-7265

  • Access to Document (DOI)

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Presentations 【 Display / hide 】

Presentations 【 Display / hide 】

• Utilitarian or Hedonistic? Comparing Motivation, Behavior, and Brand Loyalty in B2B and B2C Brand Communities

  Nagahashi, Akiko, Yamamoto,Hikaru

  9th Industorial Marketing Management Summit, 

  2026.01

  , 

  Oral presentation (general)

• デジタル時代におけるブランド・コミュニケーション

  山本晶

  日本マーケティング学会, 

  2025.10

  , 

  Oral presentation (general)

• Ethical disposition in fashion: unveiling the traits of redistributors

  Yamamoto, Hikaru, Oishi, Takumi, Kawanishi, Hikari

  [International presentation]  2024 Global Fashion Management Conference at Milan, 

  2024.07

  , 

  Oral presentation (general)

• Should I keep it or sell it? The effect of emotional attachment on consumers’ selling behavior in the consumer-to-consumer marketplace

  Hikaru Yamamoto

  2023 Global Marketing Conference at Seoul, 

  2023.07

  , 

  Oral presentation (general)

• 二次流通市場における出品行動の影響要因に関する研究

  山本晶

  [Domestic presentation]  日本マーケティング・サイエンス学会第113回研究大会 (大阪大学) , 

  2023.06

  , 

  Oral presentation (general)

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

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

• 消費者の持続可能な処分行動に関する研究

  2025.04

  -

  2028.03

  基盤研究(C), Principal investigator

• Research on economic interaction among consumers

  2018.04

  -

  2021.03

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

• Understanding customer engagement behavior

  2014.04

  -

  2017.03

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

  　View Summary

  The aim of this research to understand the mechanism of customer engagement behavior in online and offline environment. Customer engagement behavior is defined as customer’s behavioral manifestations that have a brand or firm focus, beyond purchase, resulting from motivational drivers.
  To get deeper insight into engagement behavior in online environment, we identified various components of engagement behavior and calculated engagement value of users in mobile SNS. Past research suggests that engagement value is a combination of different aspects of customer behavior. Using the dataset provided by mobile social networking site, we calculate three components of customer engagement value. Also, we identified the relationships between different components of engagement value. For the engagement behavior in offline environment, we conducted experiment in supermarket to understand the drivers to enhance engagement behavior.

• Influence Diffusion in Real World

  2012.04

  -

  2015.03

  Osaka University, MATSUMURA NAOHIRO, YAMAMOTO Hikaru, Grant-in-Aid for Scientific Research (C), Principal investigator

  　View Summary

  To reveal the mechanism of influence diffusion in real world, we first collected hundreds of cases of "shikake", a trigger for behavior change. Then we randomly selected 120 cases and deeply analyzed the mechanism from various points of view, such as engineering, design, psychology, communication, interaction, management, etc. What we found through the analysis was that a shikake was composed of physical triggers and psychological triggers. Physical triggers were composed of feedback and feedforward factors, and psychological triggers were composed of individual and social contexts. Furthermore, feedback and feedforward factors were composed of five and two elemental factors respectively, and personal and social contexts were composed of six and three elemental factors.

• Monetary value of word-of-mouth

  2011

  -

  2013

  Seikei University, Grants-in-Aid for Scientific Research, YAMAMOTO Hikaru, Grant-in-Aid for Young Scientists (B), Principal investigator

  　View Summary

  The aim of this research is to incorporate the social factor with the customer purchase database and calculate the monetary value of each customer and his or her network. In previous research, the value of the customer is often estimated using the purchase history, but the network value is neglected. In the field of computer science, the value of the network is evaluated via the network structure, but not much attention is paid to the economic aspect of each node. The contribution of the research are: understanding the effect of word-of-mouth on new customer acquisition, calculating the value of customer and his or her network in social media, and gaining insight into consumer's engagement behavior on social media.

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Awards 【 Display / hide 】

Awards 【 Display / hide 】

• マーケティングジャーナル2021 / ベストペーパー賞

  山本晶, 2021.10, 日本マーケティング学会, 二次流通市場が一次流通市場における購買に及ぼす影響

• マーケティングジャーナル2017 / ベストペーパー賞

  山本 晶, 松村 真宏, 2017.10, 日本マーケティング学会, 顧客のエンゲージメント価値の測定

  Type of Award： Honored in official journal of a scientific society, scientific journal

• JACS－SPSS論文プロポーザル賞 優秀賞

  山本晶, 2003.11, 日本消費者行動研究学会

• 日本マーケティング・サイエンス学会 研究奨励賞

  山本晶, 2001.12, 日本マーケティング・サイエンス学会

Courses Taught 【 Display / hide 】

Courses Taught 【 Display / hide 】

• SPECIAL STUDY OF MARKETING SYSTEM

  2025

• SEMINAR: SPECIAL STUDY OF MARKETING MANAGEMENT

  2025

• SEMINAR: INTRODUCTION TO MARKETING

  2025

• SEMINAR (QD)

  2025

• SEMINAR (QC)

  2025

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Courses Previously Taught 【 Display / hide 】

Courses Previously Taught 【 Display / hide 】

• INTRODUCTION TO MARKETING

  Keio University

  2023.04

  -

  Present

• MARKET STRATEGY

  Keio University

  2023.04

  -

  Present

• E-MARKETING

  Keio University

  2023.04

  -

  Present

• 市場戦略特論

  慶應義塾大学経営管理研究科

  2018.09

  -

  Present

  , 

  Postgraduate

Media Coverage 【 Display / hide 】

Media Coverage 【 Display / hide 】

• 慶応大学・山本晶教授「中古相場上昇、新品買い促す」

  日本経済新聞, 日本経済新聞 (5面) , 2024.02

• 値段の真相

  読売新聞 (7面) , 2023.08

• なぜあの商品は高くても売れるのか 謎の鍵は二次流通市場にあり

  日経BP, 日経クロストレンド, 2022.02

• 新商品の購入に「メルカリでの売値」が影響 実験で明らかに

  日経BP, 日経クロストレンド, 2022.02

• マスク転売の教訓とシェアエコの未来 識者らに聞く

  日本経済新聞社, 日本経済新聞, 2020.06

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Committee Experiences 【 Display / hide 】

Committee Experiences 【 Display / hide 】

• 2022.04

  -

  Present

  学会誌編集委員, 日本マーケティング・サイエンス学会

• 2022.04

  -

  2025.03

  シニアエディター, マーケティングジャーナル

• 2021.04

  -

  2022.03

  マーケティングジャーナル副編集長

• 2019.04

  -

  Present

  幹事, 日本商業学会 関東部会

• 2019.04

  -

  2025.03

  常任理事, 日本マーケティング学会

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