研究者詳細 - 山本　晶

論文 - 山本　晶

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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年07月

単著, 筆頭著者

デジタル環境下の情報探索行動の類型化

山本晶, 柿原正郎

経営情報学会誌 31 （ 3 ） 111 - 130 2022年12月

単著, 筆頭著者, 責任著者, 査読有り

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一時的所有行動に関する概念的検討

山本晶

マーケティングジャーナル（Japan Marketing Academy） 41 （ 2 ） 7 - 18 2021年09月

単著, 筆頭著者, 査読有り, ISSN 0389-7265

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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

山本晶

マーケティングジャーナル（Japan Marketing Academy） 40 （ 2 ） 29 - 41 2020年09月

単著, 査読有り, ISSN 0389-7265

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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年07月

単著, 筆頭著者, 査読有り, ISSN 2432-2717

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デジタルメディア環境下のC2Cインタラクション―研究動向の概観と展望

水野誠, 大西浩志, 澁谷覚, 山本晶

マーケティングサイエンス 26 （ 1 ） 7 - 39 2019年06月

単著, 査読有り

Proactive or Reactive? Platform Governance Strategy in C2C Marketplace

Yamamoto, Hikaru, Ohshima, Hiroumi

Proc. PACIS 2017 116 2017年07月

研究論文（学術雑誌）, 単著, 査読有り

顧客のエンゲージメント価値の測定

山本晶

季刊マーケティングジャーナル 36 （ 4 ） 2 - 19 2017年03月

研究論文（学術雑誌）, 共著, 査読有り

Enhancing engagement behavior using Shikake

Hikaru Yamamoto

AI & SOCIETY （Springer London） 30 （ 4 ） 519 - 525 2015年11月

研究論文（学術雑誌）, 単著, 査読有り, ISSN 0951-5666

Marketing communication has recently become increasingly interactive due to the widespread use of social media and requires wider participation by consumers. One method that facilitates this interaction is Shikake, which is defined as a trigger for behavior change. The aim of this paper is to demonstrate the effectiveness of Shikake with respect to enhancing customer engagement behavior, which is defined as customers’ behavioral manifestations that have a brand or firm focus, beyond purchase, resulting from motivational drivers. This paper introduces various approaches that can be used to trigger customer engagement behavior, such as brand relationships, behavioral economics, and human–computer interaction, emphasizes the power of design framing and triggers, and attempts to classify Shikake in the field of marketing according to participants’ motivation and consciousness. Finally, the paper attempts to reveal Shikake’s key success factor in the field of marketing and discusses future research opportunities.

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インターネット上の行動履歴データとインフルエンサー

山本晶

季刊マーケティングジャーナル（日本マーケティング協会） 34 （２） 34 - 46 2014年09月

研究論文（学術雑誌）, 単著, 査読有り, ISSN 0389-7265

The Popularity of Online Contents

Yamamoto, Hikaru and Matsumura, Naohiro

Proc. 2014 Global Marketing Conference at Singapore 1059 - 1071 2014年07月

研究論文（学術雑誌）, 単著, 査読有り

マーケティングと仕掛学(<特集>仕掛学)

山本晶, Hikaru Yamamoto

人工知能学会誌 = Journal of Japanese Society for Artificial Intelligence （人工知能学会） 28 （ 4 ） 601 - 606 2013年07月

研究論文（学術雑誌）, 単著, 査読有り, ISSN 09128085

Shikakeology and Marketing

Yamamoto, Hikaru

Proc. AAAI 2013 Spring Symposium on Shikakeology: Designing Triggers for Behavior Change 101 - 106 2013年03月

研究論文（国際会議プロシーディングス）, 単著, 査読有り

The aim of this paper is to provide a deeper understanding of Shikake through the lens of marketing. "The aim of marketing is to make selling superfluous" is a famous quote by Peter Drucker. Its key message is that marketing is not an effort to control or force consumers to purchase products or services, but an activity to create a situation where consumers engage in consumer behavior spontaneously. The core essence of Shikakeology is a spontaneous behavior change, and it is fair to assume that marketing and Shikakeology share a fundamental philosophy. This paper defines the key concepts in the intersection of marketing and Shikakeology and attempts to classify Shikakes in the field of marketing in accordance with participants' motivation and consciousness. Different types of consumer participation are described in case studies. Finally, attempts are made to reveal the key to success of a Shikake in the field of marketing and discuss future research opportunities.

The Effect of Earned and Paid Media on Customer Acquisition

Yamamoto, Hikaru, Matsumura, Naohiro

Proc. 2012 Global Marketing Conference at Seoul 1034 - 1052 2012年07月

研究論文（学術雑誌）, 単著, 査読有り

「知覚認知率がクチコミ受信意向と購買に与える影響」

山本晶・西田悟史・森岡慎司・山川茂孝

『マーケティング・サイエンス』（日本マーケティング・サイエンス学会） 19 （ 1 ） 73 - 89 2011年12月

研究論文（学術雑誌）, 単著, 査読有り

Marketing Ecosystem: The Dynamics of Twitter, TV Advertising, and Customer Acquisition

Yamamoto, Hikaru and Matsumura, Naohiro

Proc. 3rd Workshop Social Mobile Web (SMW 2011), In conjunction with ICWSM 2011 45 - 52 2011年07月

研究論文（国際会議プロシーディングス）, 共著, 査読有り

Social media, especially the micro-blogging network Twitter, have gained much popularity among users and have thus attracted attention from firms. Social media can serve as advertising media and platforms of online word-of-mouth, because they enable consumers to share their consumption experiences with others easily. When firms advertise their products and services, they usually do not rely on one single medium. Instead, they combine various media to promote their products and services. Recently, they have started to include social media. The aim of this paper is to capture the dynamic relationships among TV advertising, tweets, offline word-of-mouth, and customer acquisition. We call these dynamics the "marketing ecosystem" and attempt to investigate this model. To achieve this goal, this paper employs a structural equation approach, which allows developing a more complete and accurate picture of the inter-relationships among constructs. We incorporate both the direct effects and the indirect effects of traditional marketing actions such as TV advertising, which in turn increase tweets and new customer acquisition. The results of our analysis show that TV advertising increases buzz on social media and offline word-of-mouth. The results also show that TV advertising, offline-word-of-mouth, and tweets have a strong impact on customer acquisition.

ブログ空間におけるインフルエンサーおよび消費者インサイトの発見

山本晶

季刊マーケティングジャーナル（日本マーケティング協会） 30 （ 3 ） 82 - 94 2011年01月

研究論文（学術雑誌）, 共著, 査読有り, ISSN 0389-7265

The Effect of Relational Context on Personal Influence

Yamamoto,Hikaru and Matsumura, Naohiro

Proc. Workshop on Social Behavioral Analysis and Behavioral Change (SBABC2011), The Third IEEE International Conference on Social Computing (SocialCom2011) 1480 - 1485 2011年

研究論文（国際会議プロシーディングス）, 共著, 査読有り

Previous research on personal influence has focused on the sender, such as influencers or opinion leaders. This paper focuses on the context of personal influence i.e., social relationship between senders and receivers, and attempts to identify the optimal relational context for information cascade. The results of empirical analysis using both offline survey data and online blogosphere data provide evidence of optimal heterophily between the two; i.e., the receiver wants to receive information from someone slightly more knowledgeable, not from a distant expert. The context of personal influence is also examined in terms of the stage of hierarchical consumer behavior and sentiment. Finally, the patterns of influence are presented to depict the diffusion process. This analysis of relational context and the patterns of influence suggest that many grassroots influentials, rather than a few super influentials, play a central role in information cascade.

Access to Document (DOI)

Monetary Value of Customer Networks in Mobile Social Networking Services

Matsumura, Naohiro and Yamamoto, Hikaru

Proc. International Conference on Weblogs and Social Media (ICWSM2010) 287 - 290 2010年05月

研究論文（国際会議プロシーディングス）, 共著, 査読有り

Mobile Social Networking Services (SNS) are an emerging trend in which individuals of similar interests communicate with one another using mobile phones. In this paper, we calculate the monetary value of customers and their networks in mobile SNS using the official data provided by a service provider. The mobile SNS enable users to create their avatars to communicate with each other via blog comments and communities. The company sells various items for these avatars such as apparel and interiors. This service generates consumer purchase history data and user network data. 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 aim of this paper is to incorporate the social factor with the customer purchase database and calculate the monetary value of each customer and his or her network. The results of empirical analysis show that our approach is useful in finding valuable customers for marketing activities and outperforms conventional metrics such as degree centrality.

Webマーケティング(<特集>Web技術,ビジネスモデルとAI)

山本晶, Hikaru Yamamoto

人工知能学会誌 = Journal of Japanese Society for Artificial Intelligence （人工知能学会） 24 （ 4 ） 486 - 493 2009年07月

研究論文（学術雑誌）, 単著, 査読有り, ISSN 09128085

Optimal Heterophily for Word-of-Mouth Diffusion

Yamamoto, Hikaru, and Matsumura, Naohiro

Proc. International Conference on Weblogs and Social Media (ICWSM2009) 350 - 353 2009年05月

研究論文（学術雑誌）, 単著, 査読有り

Community Gravity: Measuring Bidirectional Effects by Trust and Rating on Online Social Networks

Matsuo, Yutaka and Yamamoto, Hikaru

Proc. 18th International World Wide Web Conference (WWW2009) 751 - 760 2009年04月

研究論文（国際会議プロシーディングス）, 共著, 査読有り

Several attempts have been made to analyze customer behavior on online E-commerce sites. Some studies particularly emphasize the social networks of customers. Users' reviews and ratings of a product exert effects on other consumers' purchasing behavior. Whether a user refers to other users' ratings depends on the trust accorded by a user to the reviewer. On the other hand, the trust that is felt by a user for another user correlates with the similarity of two users'ratings. This bidirectional interaction that involves trust and rating is an important aspect of understanding consumer behavior in online communities because it suggests clustering of similar users and the evolution of strong communities. This paper presents a theoretical model along with analyses of an actual online E-commerce site. We analyzed a large community site in Japan: @cosme. The noteworthy characteristics of @cosme are that users can bookmark their trusted users; in addition, they can post their own ratings of products, which facilitates our analyses of the ratings' bidirectional effects on trust and ratings. We describe an overview of the data in @cosme, analyses of effects from trust to rating and vice versa, and our proposition of a measure of of community gravity, which measures how strongly a user might be attracted to a community. Our study is based on the @cosme dataset in addition to the Epinions dataset. It elucidates important insights and proposes a potentially important measure for mining online social networks. Copyright is held by the International World Wide Web Conference Committee (IW3C2).

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The Power of Grassroots Influentials

Yamamoto, Hikaru, and Matsumura, Naohiro

Proc. International Symposium on Social Intelligence and Networking (SIN-09) 4 456 - 462 2009年

研究論文（国際会議プロシーディングス）, 共著, 査読有り

Previous research on word-of-mouth (WOM) diffusion has focused on the attributes of the sender, such as opinion leadership and innovativeness. This paper focuses on the social relationship between WOM senders and receivers and attempts to identify the optimal heterophily for WOM diffusion. The results of empirical analysis using both offline survey data and online blogosphere data provide evidence of optimal heterophily between the two; i.e., the WOM receiver wants to receive information from someone slightly more knowledgeable, not from a distant expert. The context of WOM communication is also examined in terms of the stage of hierarchical consumer behavior and sentiment. Finally, the patterns of influence are presented to depict the diffusion process. This analysis of optimal heterophily and the patterns of influence suggest that many grassroots influentials, rather than a few super influentials, play a central role in WOM diffusion.

Access to Document (DOI)

インターネットと消費者間相互作用

山本晶

東京大学学位論文 2008年02月

単著, 査読有り

クチコミのキーパーソンとその発見方法

山本晶

季刊マーケティングジャーナル 27 （ 3 ） 125 - 131 2008年01月

単著

Finding Influencers and Consumer Insights in the Blogosphere

Matsumura, Naohiro, Yamamoto, Hikaru, and Tomozawa, Daisuke

Proc. International Conference on Weblogs and Social Media (ICWSM2008) 76 - 83 2008年

研究論文（国際会議プロシーディングス）, 共著, 査読有り

In this paper, we attempt to specify the influencer and the influential terms in consumer package goods by using the influence diffusion model (IDM). IDM calculates the spread of a term in the blogosphere recursively, and evaluates the influence of terms, blog entries, and bloggers. The model was applied to the official data from a blog hosting service. The results of the model were compared with the term frequency (TF). Then, the influencers of the IDM were examined and compared with the results of other network indices such as number of links and trackbacks. The results indicate that IDM performs better in finding blogs posted by bloggers with product usage experience or with an interest in the product. A propagation network which visualizes the consumer-oriented key marketing elements is also presented. An empirical analysis suggests the validity of IDM for marketing decision marking.

インフルエンサーの発見とクチコミの効果～AIDEESモデルの実証分析～

山本晶・片平秀貴

季刊マーケティングジャーナル（日本マーケティング協会） 28 （ 1 ） 4 - 18 2008年

研究論文（学術雑誌）, 共著, 査読有り, ISSN 0389-7265

テーマ書評(62)クチコミのキーパーソンとその発見方法

山本晶

マ-ケティングジャ-ナル（日本マーケティング協会） 27 （ 3 ） 125 - 131 2008年

研究論文（学術雑誌）, 単著, 査読有り, ISSN 03897265

Diffusion of Recommendation through a Trust Network

Matsuo, Yutaka and Yamamoto, Hikaru

Proc. International Conference on Weblogs and Social Media (ICWSM2007) 287 - 288 2007年03月

研究論文（国際会議プロシーディングス）, 共著, 査読有り

Several attempts have been made to analyze information diffusion on online knowledge sharing sites. In this poster, we report a preliminary study analyzing @cosme, a viral marketing site, which is among the largest community sites in Japan. The notable characteristics of @cosme are that users can bookmark their favorite reviewers; moreover, they can post their own reviews of products. In other words, a user puts trust in some other users for their reviews. This trust relation affects the opinions of users: A user refers to the ratings and opinions from the user's own favorite users when purchasing products; some users come to be trusted by a user based on mutual similarities of ratings and opinions. This bidirectional interaction between trust and opinion is an important phenomenon that elucidates consumer behaviors in online communities. In this paper, we describe an overview of the data in @cosme, analyses of recommendation through the trust relation, and concept for future analyses.

インターネット時代の新しい消費者行動モデル

山本晶

三色旗 707 15 - 19 2007年02月

研究論文（学術雑誌）, 単著, 査読有り

Generating social network features for link-based classification

Karamon Jun, Matsuo Yutaka, Yamamoto Hikaru, Ishizuka Mitsuru

127 - 139 2007年

研究論文（国際会議プロシーディングス）, 共著

There have been numerous attempts at the aggregation of attributes for relational data mining. Recently, an increasing number of studies have been undertaken to process social network data, partly because of the fact that so much social network data has become available. Among the various tasks in link mining, a popular task is link-based classification, by which samples are classified using the relations or links that are present among them. On the other hand, we sometimes employ traditional analytical methods in the field of social network analysis using e.g., centrality measures, structural holes, and network clustering. Through this study, we seek to bridge the gap between the aggregated features from the network data and traditional indices used in social network analysis. The notable feature of our algorithm is the ability to invent several indices that are well studied in sociology. We first define general operators that are applicable to an adjacent network. Then the combinations of the operators generate new features, some of which correspond to traditional indices, and others which are considered to be new. We apply our method for classification to two different datasets, thereby demonstrating the effectiveness of our approach.

顧客間インタラクションがサイト・ロイヤルティに与える影響-インターネット視聴率データの分析-

山本晶

消費者行動研究 12 （ 1,2 ） 23 - 36 2006年

研究論文（学術雑誌）, 単著, 査読有り

発信する顧客は優良顧客か？-サイトの訪問動機とオンライン・ショップの購買履歴データの分析-

山本晶

消費者行動研究 11 （ 1,2 ） 35 - 49 2005年

研究論文（学術雑誌）, 単著, 査読有り

発信する顧客は優良顧客か?

山本晶

消費者行動研究（日本消費者行動研究学会） 11 （ 1 ） 35 - 49 2005年

研究論文（学術雑誌）, 単著, 査読有り, ISSN 1346-9851

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企業サイトが消費者態度に与える影響―オンライン経験とオフライン経験の相互作用

山本晶

マーケティング・サイエンス 11((1)(2)) 60-74 2003年 11 （ 1,2 ） 60 - 74 2003年

研究論文（学術雑誌）, 単著, 査読有り

Net or die: 新しい消費者が迫る新しい企業モデル

片平秀貴・山本晶

一橋ビジネスレビュー 50(3) 74-89 2002年（東洋経済新報社） 50 （ 3 ） 74 - 89 2002年

研究論文（学術雑誌）, 共著, ISSN 1345-9953

平成13年度若手論文セッション研究奨励賞受賞論文企業サイトが消費者態度に与える影響--オンライン経験とオフライン経験の相互作用

山本晶

マーケティングサイエンス（日本マーケティング・サイエンス学会） 11 （ 1 ） 60 - 74 2002年

研究論文（学術雑誌）, 単著, 査読有り

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