創造的開発技法を用いた消費者意見からの購入要因の抽出および定量化

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  • Extraction and quantification of purchase factor from consumers' opinion by using creativity method
  • ソウゾウテキ カイハツ ギホウ オ モチイタ ショウヒシャ イケン カラ ノ コウニュウ ヨウイン ノ チュウシュツ オヨビ テイリョウカ

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This paper describes a method of extracting and quantifying factor model from consumers'opinions. In marketing, it is important to comprehend the behavior of consumers'purchase decision because good consumers yield most profit. Structural Equation Modeling (SEM) is an analysis method that clarifies purchase factor and quantifies the strength of factor. SEM can express the complex causal relationship between observational factor and latent factor, however this method has a problem that analyzer tends to construct a model based on subjective hypothesis. Therefore we utilize KJ method, one of the creativity methods, in order to construct a purchase factor model based on objective hypothesis and qualify consumers'purchase factor. In the result of an experiment, we can construct the model which has objective explanation power.

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