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Japan Marketing Academy Conference Proceedings ãâã±ãã£ã³ã°æŠç¥ã® ã°ããŒãã«ã»ãã¬ã³ã æ©çš²ç°å€§ åŠæ©çš²ç°ãã£ã³ãã¹ 2013.11.10.SUN vol.2 2013 ã«ã³ãã¡ã¬ã³ã¹ã»ããã·ãŒãã£ã³ã°ã¹ vol.2 ç®æ¬¡ ããŒã±ãã£ã³ã°æŠç¥ã®ã°ããŒãã«ã»ãã¬ã³ã ããŒã±ãã£ã³ã°ã«ã³ãã¡ã¬ã³ã¹ 2013 4 ããã°ã©ã è§£é¡ ãããŒã±ãã£ã³ã°æŠç¥ã®ã°ããŒãã«ã»ãã¬ã³ãã 9 å ç° åæ åºèª¿è¬æŒâ ãç¡å°è¯åã®ããŒã±ãã£ã³ã°æŠç¥ã æŸäº å¿ äž åºèª¿è¬æŒâ¡ ãæ¥æ¬äŒæ¥ã°ããŒãã«åã®ãã£ã¬ã³ãžâå é²åœã®åžžèãè¶ ããæŠç¥ãâã åžäº èæš¹ 9 9 ãªãµãŒããããžã§ã¯ãã» ã»ãã·ã§ã³ ãã©ã³ãïŒã³ãã¥ãã±ãŒã·ã§ã³ç ç©¶äŒ 10 ãªãµãŒããããžã§ã¯ãã» ã»ãã·ã§ã³ ãœãŒã·ã£ã«ã»ããžãã¹ç ç©¶äŒ 10 ãªãµãŒããããžã§ã¯ãã» ã»ãã·ã§ã³ ã¯ãªãšã€ãã£ãç£æ¥ãšã€ãããŒã·ã§ã³ç ç©¶äŒ 11 ãªãµãŒããããžã§ã¯ãã» ã»ãã·ã§ã³ 䟡å€å ±åµåããŒã±ãã£ã³ã°ç ç©¶äŒ 11 ãªãµãŒããããžã§ã¯ãã» ã»ãã·ã§ã³ å°å掻æ§åããŒã±ãã£ã³ã°ç ç©¶äŒ 12 ãã¹ã¿ãŒã»ãã·ã§ã³ ãããŒã±ãã£ã³ã° 3.0 ã®å ·çŸåã¡ãœãããããŒã±ãã£ã³ã° 3.1ããå±±åŽ æµ©äºº 13 ãã¹ã¿ãŒã»ãã·ã§ã³ ãæ¶è²»è ã³ã»ã¯ãªãšãŒã·ã§ã³âåµé æ§ãé«ãŸãæ¡ä»¶ãšã¯âãç«å±± éå 13 ãã¹ã¿ãŒã»ãã·ã§ã³ ãè³Œå ¥åã¯ã©ãŠããã¡ã³ãã£ã³ã°ã«ãããåºè³åæ©ã«é¢ããå®èšŒç 究ãå°å éœå 13 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(1992) , Globalization: Social Theory and Global åæã«ååããŠãã ãã£ããã¹ãŠã®é¢ä¿è ã®æ¹ã ã«æ·±ãæè¬ãç³ã Culture , London: SAGE Publications äžãããã Seyfang, G., and Smith, A. (2007), âGrassroots Innovations for Sustainable Development: Towards a New Research and åç §æç® Policy Agenda.âEnvironmental Politics ,.16(4), pp.584-603. Zeschky, M., Widenmayer, B., and Gassmann, O. (2011), èµ€æŸèŠ ïŒ1956ïŒ ãããåœç£æ¥çºå±ã®éè¡åœ¢æ : æ©æ¢°åšå ·å·¥æ¥ã«ã€ã âFRUGAL INNOVATION IN EMERGING MARKETS ãŠã ã äžæ©è«å¢ã36 ïŒ5ïŒ, pp. 514-526. 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æåŸã®ç¬¬ 5 ç¯ã§ã¯ïŒåç¯ã®çºèŠäºå®ããŸãšãïŒæ¬å ±å ïŒFlanagan, 1954ïŒ ã ã®è²¢ç®ããã³ä»åŸã®èª²é¡ã«ã€ããŠè¿°ã¹ããæ¬å ±åã®äž»èŠ æ¬ å ± å ã ããŒã¿ã 解 é ããé ã«ïŒæ¶ è²» æå ç è« ãªè²¢ç®ã¯ïŒã»ã«ãã»ã®ãããšãã ãã¬ã³ãºããéããŠïŒæ¥æ¬ïŒ ïŒConsumer Culture TheoryïŒä»¥äžCCTïŒã®äŒçµ±ã«åŸã£ å°æ¹ŸïŒäžåœã®æ¶è²»è ã®èªå·±æŠå¿µã®éãã瀺ãããšã§ããã ㊠解 é ç ã¢ã ã㌠ã ïŒinterpretive approachïŒãçš ã ãšãããïŒäžåœäººæ¶è²»è ã«é¢ãã調æ»ã¯äžåœåžå Žã§ã®ã³ ããCCT ã¯ïŒå®æ§çãªèª¿æ»ææ³ããã³è§£éçã¢ãã㌠ãã¥ãã±ãŒã·ã§ã³æŠç¥ã«ãšã£ãŠã¯ãã³ãã«ãªããšèããã ããçšããç 究 矀ã«å¯Ÿ ããåŒ ç§° ã§ãã ïŒArnould and ããæ¬å ±åã®ä»åŸã®èª²é¡ã¯ïŒã»ã«ãã»ã®ãããæ¶è²»ããå° Thompson, 2005ïŒ ã 人æ°ã®ã€ã³ãã©ãŒãã³ãã«å¯ŸããŠããã«æ·±ã調æ»ãïŒãŸã ã»ã«ãã»ã®ãããæ¶è²»ããã€ã³ãã©ãŒãã³ãã«å¯ŸããŠé·æ çãªèŠ³å¯ãè¡ããšããïŒç¹ã§ããã â £. çºèŠäºå® æ¬ ç¯ã«ãããŠïŒã»ã«ãã»ã®ããã® 3 ã€ã®ã«ããŽãªãŒ 㧠ã ã ã³ã㥠ã 㱠㌠㷠ã§ã³ ïŒcommunicationïŒïŒäº€ æ ïŒexchangeïŒ ïŒç¹ å¥ æïŒspecialnessïŒãäž å¿ãšããŠã€ã³ 97 Japan Marketing Academy Conference Proceedings vol.2ïŒ2013ïŒ æ¥æ¬ã»å°æ¹Ÿã»äžåœã«ãããã»ã«ãã»ã®ããâæ¶è²»è 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(2010)âSelf-gift giving in China and the UK: Collectivist versus individualist orientations.âJournal of Marketing Management , 26 , pp.1112-1128. æ¥æ¬ããŒã±ãã£ã³ã°åŠäŒ ã«ã³ãã¡ã¬ã³ã¹ã»ããã·ãŒãã£ã³ã°ã¹ vol.2ïŒ2013ïŒ 98 ãªãŒã©ã«ã»ãã·ã§ã³ â å ±åæŠèŠ æ±ã¢ãžã¢ã«ãããæ¶è²»è è¡åã® æåå·®ã«é¢ããå®èšŒç 究 â èªå·±èŽäžæ¶è²»ã«ãããæ¥äžå·® â Empirical study on the cultural differences in consumer behavior within East Asia : Japan-China difference in self-gift consumer behavior 京éœå€§åŠå€§åŠé¢ çµå¶ç®¡çç ç©¶éš ç¹å®è¬åž« éŽæš æºå 京éœå€§åŠå€§åŠé¢ çµå¶ç®¡çç ç©¶éš ç¹å®å©æ 竹æ å¹žç¥ éŠæž¯äžæå€§åŠ å©çææ æµæ æŠ èŠçŽ æ¬ç 究ã®ç®çã¯ïŒæ±ã¢ãžã¢ã«ãããæ¶è²»è è¡åã®æåå·®ãšãã®ã¡ã«ããºã ãæããã«ããããšã§ãããåŸæ¥ã®æåæ¯èŒã¯ïŒ 欧米ãšæ±ã¢ãžã¢ã®å·®ç°ã«äž»ã«çŠç¹ãåœãŠïŒæ±ã¢ãžã¢ãç»äžçãªãã®ãšããŠæãïŒæ±ã¢ãžã¢å ã®æ¶è²»è è¡åã®å·®ç°ãæããã® ã«ååãªæ çµã¿ãæäŸããŠããªãã£ãã æ¬å ±åã¯ãã®åºçºç¹ãšããŠïŒæ¥æ¬äººãšäžåœäººã«ãããèªå·±èŽäžæ¶è²»ã®éããšãã®ã¡ã«ããºã ãæ€èšŒãããæ¥æ¬äººãšäžåœäºº ïŒå 500 åïŒã«å¯ŸããŠã€ã³ã¿ãŒããã調æ»ãè¡ã£ããšããïŒäžåœäººã®æ¹ãæ¥æ¬äººãããèªå·±èŽäžæ¶è²»ãè¡ã£ãŠããããšãæããã«ãªã£ ãããŸãïŒèªå·±èŽäžæ¶è²»ã«ãããæ¥äžå·®ã説æããèŠå ã®äžã€ãšããŠïŒå人䞻矩ãç¹å®ããããããªãã¡ïŒäžåœäººã®æ¹ãæ¥æ¬ 人ãããå人䞻矩ã§ããããšã瀺ãããã®ã§ããããããŸã§ã®æåæ¯èŒã®ç 究ã§ã¯ïŒæ±ã¢ãžã¢ã¯éå£äž»çŸ©æåãšããŠäžæ¬ãã« ãããŠãããïŒæ¬å ±åã®çµæã¯ïŒãããç 究ãèŠçŽãå¿ èŠæ§ãããããšã瀺åããŠããã æ¬å ±åã§ã¯ïŒå人䞻矩ã«ãããæ¥äžå·®ããèŠããŠããããŒã±ãã£ã³ã°æŽ»åã«å¯Ÿãã瀺åãè°è«ããã ããŒã¯ãŒã æåïŒæ¥äžïŒèªå·±èŽäžæ¶è²»ïŒå人䞻矩ïŒåœéããŒã±ãã£ã³ã° Consumer researchers widely recognize the (Hofstede, 1980) and independent and interdependent importance of expanded boundaries. Following to the self-construals (Markus and Kitayama, 1991). The calls to expand the geographic scope of consumer researchers assume that individualism-independence research to include participants from cultures is more prevalent in Western societies whereas outside the United States (e.g., Bagozzi, 1994; Gorn, collectivism-interdependence is more prevalent in 1997), many cross-cultural investigations have been Eastern (East Asian) societies. Furthermore, they undertaken (e.g., Lalwani and Shavitt, 2013; White, have a tendency to group East Asian countries into Argo and Sengupta, 2012). one as the collectivist-interdependent culture. Still, it However, much of cross-cultural consumer research seems fair to ask: Are East Asians all same? conducted has been the comparison between one or This question is increasing its importance with the more Western countries and one or more Eastern growing significance of East Asian markets such as countries. Perhaps, this geographical comparison China. In 2012, China has ranked second, followed by has evolved because of the appearance of useful Japan, in the World Bankâs gross domestic product constructs such as individualism and collectivism (GDP) rankings (World Development Indicators 99 Japan Marketing Academy Conference Proceedings vol.2ïŒ2013ïŒ æ±ã¢ãžã¢ã«ãããæ¶è²»è è¡åã®æåå·®ã«é¢ããå®èšŒç 究âèªå·±èŽäžæ¶è²»ã«ãããæ¥äžå·®â database, World Bank, 2013). It is clear that both pp.8-11, Provo, UT: Association for Consumer Research. Escalas, J. E. and J. R. Bettman (20 05), âSelf- Construal, China and Japan are important markets for global Reference Groups, and Brand Meaning,âJournal of economy. However, we need to ask: How alike are Consumer Research , 32(December), pp.378-389. they? Can the findings identified in a Japanese Faure, C. and D. G. Mick (1993),âSelf-Gifts Through the culture be used to understand consumer behavior in Lens of Attribution Theory,âin L. McAlister and M. L. Rothschild (eds.), Advances in Consumer Research , Vol. China and vice versa? 20, pp.553-556, Provo, UT: Association for Consumer Data collected among Japanese and Chinese Research. consumers fuel a critical examination of the past Gorn, G. J. (1997),âBreaking Out of the North American research that focus on West-East differences based Box,âin M. Brucks and D. J. MacInnis (eds.), Advances on the contrast between one or more Western in Consumer Research , Vol . 2 4 , pp. 6 - 8 , Provo, UT: Association for Consumer Research. societies and one or more Eastern societies, a method Han, S. P. and S. Shavitt (1994),âPersuasion and Culture: that has been commonly used in many studies Advertising Appeals in Individualistic and Collectivistic (Maheswaran and Shavitt, 2000). To summarize Societies,âJournal of Experimental Social Psychology , our contribution, we find that there is a difference 30(4), pp.326-350. in the level of independence within the collectivist- Heine, S. J. 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M. and M. E. Raynor (2003) ïŒ The Innovatorâs 31ïŒ ãæã¯ããŒãã§ïŒã©ãã©ãä»ãã©ã³ããšçµã¿åãããŠã»ããã ïŒæ³äºäŒé·ã»ç€Ÿé· ) ãšæ¢ããŠå ¬èšãããŠãã¯ãã®æŠç¥ã象城ã Solution , Harvard Business School Press. ïŒçç°ä¿å¹³å€ªç£ä¿® æ«»äºç¥åèš³ãã€ãããŒã·ã§ã³ã®è§£ãç¿æ³³ç€ŸïŒ2003 å¹ŽïŒ ãã®ãïŒ ãå šèº«ã§æäœïŒç¹ïŒãŠãã¯ãååãççšããŠããã°ã Drucker, P.F. (1954)ïŒ The Practice of Management , New York : ãããšããæçš¿åºæºã§ããããããïŒãã®ç念ãšã¯è£è ¹ã«ïŒåº Harper & Row. ( äžç°æçèš³ ãçŸä»£ã®çµå¶ ïŒäžïŒããã€ã€ã¢ã³ã èå ã®ãããã³ã¯å šèº«ãŠãã¯ãã®ã³ãŒãã£ããŒããåºæ¬ã ã£ãã 瀟ïŒ2006 å¹ŽïŒ ãŠãã¯ã«ãã¯ã¹æ åœè ã®æŸæ²Œç€Œã»ååããŒã±ãã£ã³ã°ïŒã³ãã¥ã Gershenfeld, N. 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Lusch(2006)ïŒ âService-Dominant Logic : What It Is, What It Is Not, What It Might Beâ, on Lusch, R. F. and S. L. Vargo (eds.), The Service-Dominant Logic of Marketing : Dialog, Debate and Directions, ME Sharpe, pp.43-56. von Hippel, E. (1994)ïŒ ââSticky Informationâand the Locus of Problem Solving : Implications for Innovationâ, Management Science , Vol.40(4), pp.429-39. von Hippel, E. (2005)ïŒ Democratizing Innovation , MIT Press ( ãµ ã€ã³ã ã»ã€ã³ã¿ãŒãã·ã§ãã«ç£èš³ ãæ°äž»åããã€ãããŒã·ã§ã³ã® æ代ïŒã¡ãŒã«ãŒäž»å°ããã®è±ç®ããã¡ãŒã¹ããã¬ã¹ïŒ2006 幎ïŒã ãFacebook é£åã® ãUNIQLOOKSãã«èŠãïŒãŠãã¯ãã®WEB ã㌠ã±ãã£ã³ã°è«ãšïŒâªäžã®äººçŽæã€ã³ã¿ãã¥ãŒâªãã¬ã³ãïŒïŒ nifty ããžãã¹ã ïŒhttp://business.nifty.com/articles/inside/110606 㯠ééïŒhttp://ceron.jp/url/ business.nifty.com/articles/ inside/110606 ã«åé éšåããïŒã ãThe Emerging Middle Class in Developing Countriesã Kharas H.(2011) Brooking Institution(http://siteresources. worldbank.org/EXTABCDE/Resources/ /7455676-1292528456380/76267911303141641402/7878676-1306699356046/ParallelSesssion-6-Homi-Kharas.pdf). ãã¢ãã¬ã«æ¥å®¢ïŒåºé£ã³åºãâåºé ïŒäžç¬ã§æŒžé²è©ŠçïŒæ¥åºè ã«å€§ ç»é¢ã§ PRãããã(http://www.shopbiz.jp/nf/news/84798.html)ã ãçŽ æã¡ãŒã«ãŒã ã£ãŠïŒ ããã¹ãŠã®ãã³ãã¯å£²ãå Žã«ãããã ïŒhttp://business.nikkeibp.co.jp/article/interview/2013071 1/250992/?P=1ïŒã ããŠã§ããµã€ããžã®æçµã¢ã¯ã»ã¹æ¥ïŒ2013 幎 9æ23 æ¥ã 121 Japan Marketing Academy Conference Proceedings 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Cambridge, United Kingdom: Cambridge University Press, 1990 ãããããããªããïŒæ¶è²»è ãæ©èœæ¶è²»ããæå³çæ¶è²» 22ïŒhttp://japan.cnet.com/interview/35035512/ ã«ã·ããããäžã§ïŒäŒæ¥ã¯ãã®ã¯ã©ãŠããã¡ã³ãã£ã³ã°ãæ 2 3ïŒht t p : //w w w. bu n k at su s h i n . c o m /va r i et i e s /a r t i c le . 瀺ããæ°ããããŒã±ãã£ã³ã°ãã©ãã€ã ãåãå ¥ããããš aspx?id=1895 ã¯æçãšãªããã åèæç® æ³š ç±³è¯ã¯ããã»çš²èæ£åœŠ ïŒ2011ïŒ ãã¯ã©ãŠããã¡ã³ãã£ã³ã°ïŒãŠã§ãäžã® æ°ããã³ãã¥ããã£ã®åœ¢ã人å£ç¥èœåŠäŒèªã 1ïŒ http://www.kickstarter.com/year/2012?ref=what_is_ Akerlof, George A. (1970)ïŒ âThe Market forâLemonsâ: Quality kickstarter#overall_stats 2ïŒ JOBS (Jump-Start Our Business Start-Ups) Act Uncertainty and the Market Mechanism.â Quarterly 3ïŒ http://oen.securite.jp/ Journal of Economics , 84 (3), pp.488-500. A. Ashta and D. Assadi, Does Social Lending incorporate 4ïŒ http://www.kickstarter.com/projects/spikelee/the-newest- Social Technologies ? The use of Web 2.0 Technologies in hottest-spike-lee-joint?ref=live online . 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New 16ïŒht t p : // b oxe s a nd a r row s . c om /de s ig n i ng- for- s o c i a l - York: Free Press. interaction/ 17ïŒåäž 18ïŒMilgrom, Paul, Roberts, John,âEconomics, Organization & Managementâ, Prentice Hall, 1992 19ïŒAkerlof, George A. "The Market for 'Lemons' : Quality Uncertainty and the Market Mechanism." Quarterly Journal of Economics, 84 (3), 488-500, 1970 20ïŒLin, Nan,âSocial Capital : A Theory of Social Structure and Actionâ, Cambridge, U.K.: Cambridge University Press, 2001 21ïŒOstrom, Elinor, Governing the Commons: The Evolution 133 Japan Marketing Academy Conference Proceedings vol.2ïŒ2013ïŒ ãªãŒã©ã«ã»ãã·ã§ã³ â å ±åæŠèŠ æ¶è²»è ãšã®å ±åµã³ãã¥ããã£ã«ããã 補åéçºã«é¢ããç 究 â Quirky瀟 äºäŸç 究 â ç¥æžå€§åŠå€§åŠé¢ çµå¶åŠç ç©¶ç§ å士åŸæèª²çš éæš æ ¶ èŠçŽ è¿å¹ŽïŒæ¶è²»è ãããŒãããŒãšããŠäŸ¡å€å ±åµã«åãçµãäŒæ¥ãèŠããå§ããŠãããäŒæ¥ãšã®å ±åµæŽ»åã«åå ããæ¶è²»è ã®åæ© ã¥ãã¯äœããšããããšãïŒæ¬çš¿ã®é¢å¿äºã§ãããå è¡ç 究ã«ãããŠã¯ïŒæ¥œãã¿ãåŠã³ãªã©ãéèŠãªã¢ãããŒã·ã§ã³ã ãšãã㊠ããïŒå€åšçãªã€ã³ã»ã³ãã£ãã¯ããŸãéèŠèŠãããŠããªãã£ãã äžæ¹ã§ïŒïŒïŒïŒïŒå¹Žã«ãã¥ãŒãšãŒã¯ã§èªçãã Quirky 瀟ã¯ïŒå šãŠã®è£œåãæ¶è²»è ãšã®å ±åµã«ãã£ãŠçã¿åºãïŒå šè²¢ç®è ã«é éçã€ã³ã»ã³ãã£ããä»äžãããšããç¹é·çãªããžãã¹ã¢ãã«ãæ§ç¯ãïŒæ¥æé·ãéããŠãããæ¬çš¿ã§ã¯å瀟ã察象ã«äºäŸå æãè¡ãããšã§ïŒééçã€ã³ã»ã³ãã£ããå ±åµã³ãã¥ããã£ã«äžãã圱é¿ãšã¯äœããšããåãã«å¯ŸããŠïŒç€ºåãåŸãã 調æ»ã®çµæïŒå瀟ã§ã¯ééçã€ã³ã»ã³ãã£ããå人ã®è²¢ç®åºŠåãã«å¿ããŠä»äžããããšã§ïŒã¢ã€ãã¢ã®éãšè³ªã®äž¡è ãåäž ãããŠããããšãããã£ããããã«å ±åµæŽ»åã«åå ããéçšã§ïŒå人ãã€ãããŒã·ã§ã³ã«é¢ããèœåãåäžãããåŸåãèŠå ãããããééçã€ã³ã»ã³ãã£ãã掻çšããããšã§ïŒå瀟ãæ¶è²»è ãšã®æç¶çãªå ±åµæŽ»åãå®çŸããŠãããšããã®ãæ¬çš¿ã®çº èŠã§ããã ããŒã¯ãŒã 䟡å€å ±åµïŒã³ãã¥ããã£ïŒã¢ãããŒã·ã§ã³ïŒééçã€ã³ã»ã³ãã£ã â . åé¡æèãšç 究ã®ç®ç ãïŒæ¬ç 究ã®åé¡æèã§ããã æ¶è²»è ãããŒãããŒãšããŠäŸ¡å€å ±åµã«åãçµãäŒæ¥ã ãæã 㯠21äžçŽã®Procter & Gamble 瀟ã«ãªããããªã èŠããå§ããŠãããã ãïŒæ¶è²»è ãšç¶ç¶çãªå¯Ÿè©±ãå®çŸ ã¡ïŒãã®å 100 幎ã®ãããæ¶è²»è²¡ã¡ãŒã«ãŒãç®æãããšå®£ èšããäŒæ¥ãããã2009 幎ã«ãã¥ãŒãšãŒã¯ã§èªçããïŒ Quirky 瀟ã§ãããå瀟ã¯å šãŠã®è£œåãïŒæ¶è²»è ã³ãã¥ã ãã£ã«ãããŠæ¶è²»è ãç¶ç¶çã«åæ©ã¥ããããšã«é¢ã㊠瀺åãåŸãããšãç®çãšããã ãã£ãšã®å ±åµã«ãã£ãŠçã¿åºããŠïŒå šè²¢ç®è ã«ééçã€ã³ ã»ã³ãã£ããä»äžãããšããç¹é·çãªããžãã¹ã¢ãã«ãæ§ â ¡. ãªãµãŒãã¯ãšã¹ãã§ã³ ç¯ãïŒæé·ãéããŠããã ãããŸã§ãŠãŒã¶ãŒã»ã€ãããŒã·ã§ã³ããªãŒãã³ã»ã€ãã㌠å è¡ç 究ã«ãããŠïŒã€ãããŒã¿ãŒãã€ãããŒã·ã§ã³ã ã·ã§ã³ã®ç 究ã«ãããŠïŒã€ãããŒã¿ãŒã®äž»ãªã¢ãããŒã·ã§ è¡ã£ããå ¬éãããããã¢ãããŒã·ã§ã³ã«ã¯ïŒã³ãã¥ã ã³ã¯èªåã®ããŒãºãæºããããããšãïŒè¶£å³çãªæ¥œãã¿ã§ ãã£ã»ã¡ã³ããŒããã®ãã£ãŒãããã¯ãéèŠãªåœ± é¿ãäž ãããšãããŠãã ïŒvon HippelïŒ2005ïŒ ããšããã Quirky ããããšã æ æãããŠãã ïŒvon HippelïŒ2005ïŒFuller, ã§ã¯å šé¢çã«ééçã€ã³ã»ã³ãã£ãã掻çšããããšã§ïŒæ¶ 2010ïŒ ãQuirky ã¯ïŒã€ãããŒã·ã§ã³ã®å®è¡è ã ãã§ãªãïŒ è²»è ãšã®ç¶ç¶çãªå ±åµæŽ»åãå®çŸããŠãããééçã€ã³ ãã£ãŒãããã¯ãããããšã§è²¢ç®ãã人ã«ãééçã€ã³ã» ã»ã³ãã£ããåæµãšäœçœ®ã¥ãããŸãŸã§ããã®ããšããã® æ¥æ¬ããŒã±ãã£ã³ã°åŠäŒ ã«ã³ãã¡ã¬ã³ã¹ã»ããã·ãŒãã£ã³ã°ã¹ vol.2ïŒ2013ïŒ ã§ããŠããäŒæ¥ã¯å°æ°ã§ãããæ¬ç 究ã§ã¯å ±åµã³ãã¥ã ã³ãã£ããä»äžããŠããããšã確èªã§ããå¯äžã®å ±åµã³ 134 æ¶è²»è ãšã®å ±åµã³ãã¥ããã£ã«ããã補åéçºã«é¢ããç 究âQuirky瀟 äºäŸç 究â ãã¥ããã£ã§ããã 2. ã¢ã€ãã¢æçš¿æã®èª²éå¶åºŠã®å€é· æ¬çš¿ã§ã¯å瀟ã®äºäŸãéããŠïŒééçã€ã³ã»ã³ãã£ã å瀟ã§ã¯é©å®ã³ãã¥ããã£éå¶ã«ãŒã«ãå€æŽããŠããã ãå ±åµã³ãã¥ããã£ã«ãããŠïŒã€ãããŒã·ã§ã³ã®å®è¡ãå ¬ ç¹ã«éèŠãªå€æŽãšããŠïŒã¢ã€ãã¢æçš¿æã®åŒãäžã ïŒ99ã éããã³ïŒãã£ãŒãããã¯ã«ããè²¢ç®ã®åèµ·ã«ã©ã®ãã㪠ã«ãã10ãã«ïŒãšïŒPROãšããå®é¡å¶ ïŒå¹Žé 99ãã«ã§ç¡ 圹å²ãæãããŠããã®ããšããåãã«å¯ŸããŠïŒç€ºåãåŸã å¶éã«ã¢ã€ãã¢æçš¿ïŒã®å°å ¥ãæããããã ããšã«ããã ã¢ã€ãã¢æçš¿æã®åŒãäžãã«ããïŒã¢ã€ãã¢ã®æçš¿é㯠å¢ãããïŒè³ªãäœäžããããšã¯ãªãã£ããå瀟ã§ã¯ãã ãä»åŸã¯ç¡æã«è¿ã¥ããããšããŠãããã€ã³ã¿ãã¥ãŒã«ã â ¢ . 調æ»æŠèŠ ãïŒå瀟ããŸãéãéèŠããŠå€ãã®ã¢ã€ãã¢ãåéãïŒã ãŸãïŒQuirky ã®ã³ãã¥ããã£éå¶ã«é¢ããæ å ±ãïŒå瀟 ã®åŸã³ãã¥ããã£ã§ã®å ±åµéçšãçµãŠè³ªãåäžããããšã ããã° ïŒ2009 幎 7æïœ 2013 幎 5æãŸã§ã® 46 ã¶æåïŒ ïŒå瀟 ã2 段éã«åããŠèããŠããããšãæããã«ãªã£ãã ãåæããããžãã¹èªïŒã€ã³ã¿ãã¥ãŒæ åããåéããã PRO å°å ¥ã«é¢ããŠã¯ïŒå瀟ã«ãšã£ãŠå€ãã®ã¢ã€ãã¢ãæ ããããäºæ¬¡æ å ±ã®åéã§ã¯æããã«ãªããªãã£ãç¹ã« çš¿ããã¡ã³ããŒãžã®ãµããŒããšããäœçœ®ã¥ãã§ããïŒPRO ã€ããŠïŒ2013 幎 5æ23 æ¥ã« Quirky æ¬ ç€Ÿã蚪åãïŒåæ§ ç»é²è ã®æ°ãé£èºçã«å¢ããŠããããã§ã¯ãªããšã®ããš é çã€ã³ã¿ãã¥ãŒãè¡ã£ããããã« 2013 幎 5æ5æ¥æç¹ã§ ã§ãã£ããã販売ãããŠãã77åç®ã«é¢ããŠïŒè²©å£²ããŒã¿ãã¢ã€ãã¢è ãšãããïŒå瀟ã®è²©å£²ããŒã¿ãåæãããšïŒè²©å£²çµæ æ¡è ïŒ55 åïŒã«é¢ããæ å ±ãåæãïŒå瀟ã®ã³ãã¥ãã㣠äžäœ 36 ã¢ã€ãã ã®çºæ¡è ã® 53ïŒ ãPRO ç»é²è ãå ãã ïŒå šçºæ¡è ã«å ããå²å㯠36ïŒ ïŒ ããã£ãŠ PRO ç»é²è ã» éå¶æœçã®å¹æã«ã€ããŠæ€èšŒããã éç»é²è ã®æ¯èŒåæãè¡ãããšã«ããã â £. 調æ»çµæ 1. 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E. Jr., R. E. Anderson, R. L. Tatham and W. Black (2006) ïŒ Multivariate Data Analysis , Academic Internet 岞æ¬åŸ¹ä¹ ïŒ2013ïŒ ãé£åã¹ãŒããŒã®åºèãªãã¬ãŒã·ã§ã³ã»ã·ã¹ãã ãçœ Publishers. æ¡æžæ¿ã Hu, L. and P. M. Bentler (1999)âCutoff Criteria for Fit Indexes éŽæšç«å€ª ïŒ2002ïŒ ãçµç¹ãšå人 ãã£ãªã¢ã®çºéãšçµç¹ã³ãããã¡ã³ã in Covariance Structure Analysis: Conventional Criteria ã®å€åãçœæ¡æžæ¿ã versus New Alternatives,âStructural Equation Modeling , éŽæšç«å€ªã»åå± æ ïŒ2005ïŒ ãçµç¹è¡åè«ã«ãããéå£ç¹æ§ã®åææ 6 (1), pp.1-55. æ³âãã«ãã¬ãã«åæã«é¢ããç 究ããŒããç¥æžå€§åŠå€§åŠé¢ James, L . R . (1982) âAggregation Bias in Estimates of çµå¶åŠç ç©¶ç§ Discussion Paper Series 2005ã»45ã Perceptual Agreement,âJournal of Applied Psychology , ç°ææ£çŽ ïŒ1981ïŒ ã倧ååºåé¡ãååæžæ¿ã 67 (2), pp.219-229. ç°ææ£çŽ ïŒ1986ïŒ ãæ¥æ¬åæµéã·ã¹ãã ãååæžæ¿ã James, L. R., R. G. Demaree and G. 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Larcher (1981),âEvaluation Structural æ¥æ¬ããŒã±ãã£ã³ã°åŠäŒ ã«ã³ãã¡ã¬ã³ã¹ã»ããã·ãŒãã£ã³ã°ã¹ vol.2ïŒ2013ïŒ (1), pp.39-50. 140 ãªãŒã©ã«ã»ãã·ã§ã³ â ãã«ããŒã㌠ãåŒåœã®æ¥ãã§å°åãšã€ãªãã å°å£²ã»ã¡ãŒã«ãŒã»çç£è â åäŸãã¡ã®ããã«ããŒã±ãã£ã³ã°ãã§ããããš â çŠå²¡å€§åŠ ååŠéš åææ 倪宰 朮 èŠçŽ å¹³æ 25 幎 5æçŸåšïŒæ¥æ¬å šåœã§å°äžåŠæ ¡ãäžå¿ã«1100 ãè¶ ããåŠæ ¡ãå®æœãïŒå®è·µæ ¡ãå¢ãç¶ããŠãã掻åãïŒ ãåŒåœã® æ¥ãã§ãããè²·ãåºãïŒèª¿çïŒçãä»ãïŒçä»ããå šãŠåäŸãèªåãã¡ã§è¡ããã®ã§ããïŒå®¶æãšã®æ®ããã®æéãå¢ããïŒç€Ÿ äŒãšã®é¢ãããç¥ãããšãã§ãããçŸåš ãåŒåœã®æ¥ããå¿æŽããåãçµã¿ãåºãŸãã€ã€ããã ããã§ãŒã³ã¹ãã¢ãšã€ãžã ïŒ2013 幎 4 æ15æ¥å·ïŒã«ã¯ïŒ( æ ª )ã·ãžã·ãŒãžã£ãã³ã ãåŒåœã®æ¥ãã®å¿æŽã»æ®åã«åãå ¥ããïŒãšããèšäºãïŒå®äŸãšãšãã«çŽ¹ä»ãããŠããã äžåœå°æ¹ã§ã¯ã«ãŽã¡( æ ª )ãšå°å£²åºãšã®ååãè¡ãããŠããïŒä»åŸåºç¯å²ã§ã®å¿æŽæŽ»åãäŒç»ãããŠããã æ¬å ±åã§ã¯å¿æŽæŽ»åã®äºäŸã®çŽ¹ä»ãè¡ãïŒãã®æ矩ãå¹æãè°è«ãããå ·äœçã«ã¯ïŒåŒåœã玹ä»ããåºé ïŒ ãåŒåœã®æ¥ãã« åãããåºé èšŽæ± ïŒäŸïŒå°ç£å°æ¶çïŒïŒåäŸãé£æè³Œå ¥ããéã®ã¬ãžã§ã®äŒè©±ïŒåœæ¥ã«å°å£²åºæ åœè ãçç£è ãšçåŸãšãäº€æµ ããæ§åçã§ãããæ¬å ±åã¯å€ªå®° 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Sherry Jr (1989),âThe Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey,âJournal of Consumer Research , 16 (1), pp.1-38. GoffmanïŒErving ïŒ1986ïŒ, Stigma: Notes on the management of spoiled identity , Simon & Schuster, Inc. (Original work published 1963) ïŒç³é»æ¯ èš³ ãã¹ãã£ã°ãã®ç€ŸäŒåŠïŒçå°ãæŒã ããã¢ã€ãã³ãã£ãã£ããããæžæ¿ ,2003 å¹ŽïŒ Kozinets, Robert V. (2001),âUtopian Enterprise: Articulating the Meaning of Star Trekâs Culture of Consumption,â Journal of Consumer Research , 28 (1), pp.67-88. 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L . Strauss (19 67 )ïŒ The discovery of grounded theory : strategies for qualitative research ïŒ ã¯äžæŠã«ã¯èšããªãã ãã§ãªãïŒãã³ãã£ãŒã®äºæ¥æ©äŒ Aldine Pub. Co. ïŒåŸè€éïŒå€§åºæ¥æ±ïŒæ°Žéç¯å€«èš³ ãããŒã¿å¯Ÿ ãšå ¬å ±ã®çŠç¥ãæžããå¯èœæ§ãææããããæ¬äºäŸç 究 話åçè«ã®çºèŠ : 調æ»ããããã«çè«ããã¿ã ãããæ°æç€ŸïŒ ã«ãã£ãŠç€ºããã代æ¡ã¯ïŒå®åæ©æ§ã®æ³æŽåéçšãèžãŸ 1996 å¹ŽïŒ HaraïŒT. (2003)ïŒ Innovation in the pharmaceutical industry : ããããã§ã¢ã¯ã¿ãŒããããããã¯ãŒã¯ã圢æããããã« 3 the process of drug discovery and development ïŒEdward ã€ã®ç¿»èš³é¡å ïŒãã©ã¹ãäœãïŒãã€ãã¹ãã€ããïŒãŒãã®ãŸ Elgar. ãŸã«ããïŒãå®è¡ããïŒãšç解ããããšã§ããã æ¬ çš¿ ã®ç è« çãªæ°ããã¯ïŒä»¥äžã® 2 ã€ã§ããïŒ ïŒ1ïŒ Latour ã® 5 ã€ã® ã翻蚳ãã3 ã€ã®åŽé¢ãšããŠåæ§æãïŒäº Kuhn T.S. (1962)ïŒ The structure of scientific revolutions ïŒ University of Chicago Press. ïŒäžå±±èèš³ ãç§åŠé©åœã®æ§é ãã¿ ããæžæ¿ïŒ1971å¹ŽïŒ LatourïŒB. (1987)ïŒ Science in action : how to follow scientists äŸèšè¿°ã§ã®æ±çšæ§ãé«ããããšïŒ ïŒ2ïŒã¢ã¯ã¿ãŒãããã¯ãŒã¯ and engineers through society ïŒ Harvard University çè«ã®èšè¿°ã«å¯ŸããŠãªããã ããã©ãããããïŒ ãããŒã«ã«ãª Press.ïŒå·åŽåïŒé«ç°çŽä»£å¿èš³ ãç§åŠãäœãããŠãããšã : 人 åçæ§ããžã®æ床ãé«ãïŒã¢ã¯ã¿ãŒãããã¯ãŒã¯ã®èšè¿°ã« é¡åŠçèå¯ãç£æ¥å³æžïŒ1999 å¹ŽïŒ è²¢ç®ãããããšã瀺ããã LatourïŒB. (2005)ïŒ Reassembling the social: an introduction to actor-network-theory ïŒ Oxford University PressïŒ Clarendon lectures in management studies. è¬èŸ YinïŒR.K. 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ãæ¥æ¬¡æ±ºç®å°å ¥ãããããçµç¹è¡åãžã®åœ±é¿âæ ªåŒ æ³š äŒç€Ÿãã³ã¯ã«ãããã¢ã¯ã·ã§ã³ãªãµãŒãâã ãå䟡èšç®ç 究ã31 1ïŒ ãã®ããã«ïŒæ å ±ã®å ¥æã«ããã£ãŠçŸå Žã«çŽæ¥åºåãæ¹ãå¹çç ïŒ1ïŒïŒpp.1-13ã ãšãªãã®ã¯ïŒæ å ±ç§»è»¢ã®ã³ã¹ããé«ãå Žåã§ãããVon Hippel å±±äžç¥åã»çŠåšèšã»çŠå°å®ä¹ã»äžåæžã»äœã æšå°äºº ïŒ2012ïŒ ãæ¥æ¬äŒ ïŒ1994ïŒã«ããã°ïŒæ å ±ã®ç§»è»¢ã®ã³ã¹ããé«ãŸãã®ã¯ïŒã³ãŒãå æ¥ã®ããŒã±ãã£ã³ã°åãææé£ã ãããŠããªãæé»çãªæ å ±ãå ¥æããããšããå ŽåïŒãã®ç解 Clark, K. and T. 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