ユーザー創造製品の発案者効果
企業の新製品開発プロセスに参加するユーザー（消費者）が増えている。企業はユーザーから製品アイデアを得るだけでなく，ユーザーのアイデアから生まれた製品であるという情報を表示することで，その表示を見た消費者の購買意向を高めることが可能である。本稿では，製品アイデアの発案者が企業ではなくユーザーであることを明示することで，消費者が購買の意思決定に影響を与える効果を「発案者効果（Originator Effect）」と名付け，その既存研究を整理する。発案者効果の既存研究は，以下の2つの潮流，すなわち（1）発案者効果の背景を探る「媒介要因研究」，（2）発案者効果が失われる条件を探る「境界条件研究」に分類...
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| Published in | マーケティングジャーナル Vol. 39; no. 2; pp. 61 - 67 |
|---|---|
| Main Author | |
| Format | Journal Article |
| Language | Japanese |
| Published |
日本マーケティング学会
27.09.2019
|
| Subjects | |
| Online Access | Get full text |
| ISSN | 0389-7265 2188-1669 |
| DOI | 10.7222/marketing.2019.038 |
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| Abstract | 企業の新製品開発プロセスに参加するユーザー（消費者）が増えている。企業はユーザーから製品アイデアを得るだけでなく，ユーザーのアイデアから生まれた製品であるという情報を表示することで，その表示を見た消費者の購買意向を高めることが可能である。本稿では，製品アイデアの発案者が企業ではなくユーザーであることを明示することで，消費者が購買の意思決定に影響を与える効果を「発案者効果（Originator Effect）」と名付け，その既存研究を整理する。発案者効果の既存研究は，以下の2つの潮流，すなわち（1）発案者効果の背景を探る「媒介要因研究」，（2）発案者効果が失われる条件を探る「境界条件研究」に分類して整理できる。また，発案者効果研究の発展のため，今後の研究課題として，（1）媒介要因研究の課題，（2）境界条件研究の課題，（3）両研究における研究方法の課題を提示した。 |
|---|---|
| AbstractList | 企業の新製品開発プロセスに参加するユーザー（消費者）が増えている。企業はユーザーから製品アイデアを得るだけでなく，ユーザーのアイデアから生まれた製品であるという情報を表示することで，その表示を見た消費者の購買意向を高めることが可能である。本稿では，製品アイデアの発案者が企業ではなくユーザーであることを明示することで，消費者が購買の意思決定に影響を与える効果を「発案者効果（Originator Effect）」と名付け，その既存研究を整理する。発案者効果の既存研究は，以下の2つの潮流，すなわち（1）発案者効果の背景を探る「媒介要因研究」，（2）発案者効果が失われる条件を探る「境界条件研究」に分類して整理できる。また，発案者効果研究の発展のため，今後の研究課題として，（1）媒介要因研究の課題，（2）境界条件研究の課題，（3）両研究における研究方法の課題を提示した。 |
| Author | 岡田, 庄生 |
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| References | Im, S., & Workman, J. P. (2004). Market orientation, creativity, and new product performance in high-technology firms. Journal of Marketing, 114(68), 114–132. Tajfel, H. (1982). Social psychology of intergroup relations. Annual Review of Psychology, 33(1), 1–39. Bayus, B. L. (2013). Crowdsourcing new product ideas over time: An analysis of the dell ideastorm community. Management Science, 59(1), 226–244. Hofstede, G., Hofstede, J. G., & Minkov, M. (2010). Cultures and organizations: Software of the mind, third edition. New York: McGraw-Hill Education.（岩井八郎・岩井紀子（訳）（2013）．『多文化世界―違いを学び未来への道を探る―原書第3版』有斐閣） Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1–18. Sawhney, M., Verona, G., & Prandelli, E. (2005). Collaborating to create: The internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19(4), 4–17. Dahl, D. W., Fuchs, C., & Schreier, M. (2015). Why and when consumers prefer products of user-driven firms: A social identification account. Management Science, 61(8), 1978–1988. Nishikawa, H., Schreier, M., Fuchs, C., & Ogawa, S. (2017). The value of marketing crowdsourced new products as such: Evidence from two randomized field experiments. Journal of Marketing Research, 54(4), 525–539. Locke, K. D. (2003). Status and solidarity in social comparison: Agentic and communal values and vertical and horizontal directions. Journal of Personality and Social Psychology, 84(3), 619–631. Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13(1), 89–100. Wernerfelt, B. (1990). Advertising content when brand choice is a signal. The Journal of Business, 63(1), 91–98. Coepland, M. T. (1923). Relation of consumers’ buying habits to marketing methods. Harvard Business Review, 1(3), 282–289. Fuchs, C., Prandelli, E., Schreier, M., & Dahl, D. W. (2013). All that is users might not be gold: How labeling products as user designed backfires in the context of luxury fashion brands. Journal of Marketing, 77(5), 75–91. Meißner, M., Haurand, M. D., & Stummer, C. (2017). With a little help from my customers: The influence of customer empowerment on consumers’ perceptions of well-established brands. International Journal of Innovation Management, 21(6), 367–394. Kristal, S., Baumgarth, C., Behnke, C., & Henseler, J. (2016). Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity (OBBE). Journal of Product and Brand Management, 25(3), 247–261. Wang, H. S., Noble, C. H., Dahl, D. W., & Park, S. (2019). Successfully communicating a cocreated innovation. Journal of Marketing, 83(4), 38–57. Fuchs, C., & Schreier, M. (2011). Customer empowerment in new product development. Journal of Product Innovation Management, 28(1), 17–32. Fuchs, C., Prandelli, E., & Schreier, M. (2010). The psychological effects of empowerment strategies on consumers’ product demand. Journal of Marketing, 74(1), 65–79. Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. Schreier, M., Fuchs, C., & Dahl, D. W. (2012). The innovation effect of user design: Exploring consumers’ innovation perceptions of firms selling products designed by users. Journal of Marketing, 76(5), 18–32. Moreau, C. P., & Herd, K. B. (2010). To each his own? How comparisons with others influence consumers’ evaluations of their self-designed products. Journal of Consumer Research, 36(5), 806–819. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.（陶山計介・中田善啓・尾崎久仁博・小林哲（訳）（1994）．『ブランド・エクイティ戦略―競争優位をつくりだす名前，シンボル，スローガン―』ダイヤモンド社） Jensen, M. B., Hienerth, C., & Lettl, C. (2014). Forecasting the commercial attractiveness of user-generated designs using online data: An empirical study within the LEGO user community. Journal of Product Innovation Management, 31(S1), 75–93. Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356. Costa, C., & Coelho do Vale, R. (2018). To tell or not to tell? The impact of communicating consumer participation in new product development. Journal of Product and Brand Management, 27(2), 158–171. Poetz, M. K., & Schreier, M. (2012). The value of crowdsourcing: Can users really compete with professionals in generating new product ideas? The Journal of Product Innovation Management, 29(2), 245–256. Liljedal, K. T. (2016). The effects of advertising consumer co-created new products: A brand-alliance framework model can predict perceptions about co-created brands and their creators. Journal of Advertising Research, 56(1), 53–63. Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60–71. Kardes, F. R., Posavac, S. S., & Cronley, M. L. (2004). Consumer inference: A review of processes, bases, and judgment contexts. Journal of Consumer Psychology, 14(3), 230–256. Paharia, N., & Swaminathan, V. (2019). Who is wary of user design? The role of power-distance beliefs in preference for user-designed products. Journal of Marketing, 83(3), 91–107. Escalas, J. E. (2007). Self-referencing and persuasion: Narrative transportation versus analytical elaboration. Journal of Consumer Research, 33(4), 421–429. Nishikawa, H., & Honjo, S. (2011). Tayousei no management: Crowdsourcing of Muji. Japan Marketing Journal, 30(3), 35–49.（西川英彦・本條晴一郎（2011）．「多様性のマネジメント―無印良品のクラウドソーシング―」『マーケティングジャーナル』30(3), 35–49）(In Japanese) Liljedal, K. T., & Dahlén, M. (2018). Consumers’ response to other consumers’ participation in new product development. Journal of Marketing Communications, 24(3), 217–229. van Dijk, J., Antonides, G., & Schillewaert, N. (2014). Effects of co-creation claim on consumer brand perceptions and behavioural intentions. International Journal of Consumer Studies, 38(1), 110–118. von Hippel, E. (2005). Democratizing innovation. Boston: MIT Press.（サイコム・インターナショナル（訳）（2006）．『民主化するイノベーションの時代―メーカー主導からの脱皮―』ファーストプレス） |
| References_xml | – reference: Kristal, S., Baumgarth, C., Behnke, C., & Henseler, J. (2016). Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity (OBBE). Journal of Product and Brand Management, 25(3), 247–261. – reference: Schreier, M., Fuchs, C., & Dahl, D. W. (2012). The innovation effect of user design: Exploring consumers’ innovation perceptions of firms selling products designed by users. Journal of Marketing, 76(5), 18–32. – reference: Hofstede, G., Hofstede, J. G., & Minkov, M. (2010). Cultures and organizations: Software of the mind, third edition. New York: McGraw-Hill Education.（岩井八郎・岩井紀子（訳）（2013）．『多文化世界―違いを学び未来への道を探る―原書第3版』有斐閣） – reference: Kardes, F. R., Posavac, S. S., & Cronley, M. L. (2004). Consumer inference: A review of processes, bases, and judgment contexts. Journal of Consumer Psychology, 14(3), 230–256. – reference: Escalas, J. E. (2007). Self-referencing and persuasion: Narrative transportation versus analytical elaboration. Journal of Consumer Research, 33(4), 421–429. – reference: Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13(1), 89–100. – reference: Meißner, M., Haurand, M. D., & Stummer, C. (2017). With a little help from my customers: The influence of customer empowerment on consumers’ perceptions of well-established brands. International Journal of Innovation Management, 21(6), 367–394. – reference: Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356. – reference: Poetz, M. K., & Schreier, M. (2012). The value of crowdsourcing: Can users really compete with professionals in generating new product ideas? The Journal of Product Innovation Management, 29(2), 245–256. – reference: Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60–71. – reference: Nishikawa, H., & Honjo, S. (2011). Tayousei no management: Crowdsourcing of Muji. Japan Marketing Journal, 30(3), 35–49.（西川英彦・本條晴一郎（2011）．「多様性のマネジメント―無印良品のクラウドソーシング―」『マーケティングジャーナル』30(3), 35–49）(In Japanese) – reference: van Dijk, J., Antonides, G., & Schillewaert, N. (2014). Effects of co-creation claim on consumer brand perceptions and behavioural intentions. International Journal of Consumer Studies, 38(1), 110–118. – reference: Bayus, B. L. (2013). Crowdsourcing new product ideas over time: An analysis of the dell ideastorm community. Management Science, 59(1), 226–244. – reference: Costa, C., & Coelho do Vale, R. (2018). To tell or not to tell? The impact of communicating consumer participation in new product development. Journal of Product and Brand Management, 27(2), 158–171. – reference: Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1–18. – reference: Jensen, M. B., Hienerth, C., & Lettl, C. (2014). Forecasting the commercial attractiveness of user-generated designs using online data: An empirical study within the LEGO user community. Journal of Product Innovation Management, 31(S1), 75–93. – reference: Sawhney, M., Verona, G., & Prandelli, E. (2005). Collaborating to create: The internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19(4), 4–17. – reference: Locke, K. D. (2003). Status and solidarity in social comparison: Agentic and communal values and vertical and horizontal directions. Journal of Personality and Social Psychology, 84(3), 619–631. – reference: Fuchs, C., & Schreier, M. (2011). Customer empowerment in new product development. Journal of Product Innovation Management, 28(1), 17–32. – reference: Nishikawa, H., Schreier, M., Fuchs, C., & Ogawa, S. (2017). The value of marketing crowdsourced new products as such: Evidence from two randomized field experiments. Journal of Marketing Research, 54(4), 525–539. – reference: Liljedal, K. T. (2016). The effects of advertising consumer co-created new products: A brand-alliance framework model can predict perceptions about co-created brands and their creators. Journal of Advertising Research, 56(1), 53–63. – reference: Dahl, D. W., Fuchs, C., & Schreier, M. (2015). Why and when consumers prefer products of user-driven firms: A social identification account. Management Science, 61(8), 1978–1988. – reference: Fuchs, C., Prandelli, E., Schreier, M., & Dahl, D. W. (2013). All that is users might not be gold: How labeling products as user designed backfires in the context of luxury fashion brands. Journal of Marketing, 77(5), 75–91. – reference: Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.（陶山計介・中田善啓・尾崎久仁博・小林哲（訳）（1994）．『ブランド・エクイティ戦略―競争優位をつくりだす名前，シンボル，スローガン―』ダイヤモンド社） – reference: Liljedal, K. T., & Dahlén, M. (2018). Consumers’ response to other consumers’ participation in new product development. Journal of Marketing Communications, 24(3), 217–229. – reference: von Hippel, E. (2005). Democratizing innovation. Boston: MIT Press.（サイコム・インターナショナル（訳）（2006）．『民主化するイノベーションの時代―メーカー主導からの脱皮―』ファーストプレス） – reference: Wang, H. S., Noble, C. H., Dahl, D. W., & Park, S. (2019). Successfully communicating a cocreated innovation. Journal of Marketing, 83(4), 38–57. – reference: Im, S., & Workman, J. P. (2004). Market orientation, creativity, and new product performance in high-technology firms. Journal of Marketing, 114(68), 114–132. – reference: Tajfel, H. (1982). Social psychology of intergroup relations. Annual Review of Psychology, 33(1), 1–39. – reference: Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. – reference: Fuchs, C., Prandelli, E., & Schreier, M. (2010). The psychological effects of empowerment strategies on consumers’ product demand. Journal of Marketing, 74(1), 65–79. – reference: Coepland, M. T. (1923). Relation of consumers’ buying habits to marketing methods. Harvard Business Review, 1(3), 282–289. – reference: Moreau, C. P., & Herd, K. B. (2010). To each his own? How comparisons with others influence consumers’ evaluations of their self-designed products. Journal of Consumer Research, 36(5), 806–819. – reference: Wernerfelt, B. (1990). Advertising content when brand choice is a signal. The Journal of Business, 63(1), 91–98. – reference: Paharia, N., & Swaminathan, V. (2019). Who is wary of user design? The role of power-distance beliefs in preference for user-designed products. Journal of Marketing, 83(3), 91–107. |
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| SubjectTerms | アイデア創造 イノベーション 共創 新製品開発 顧客志向 |
| Title | ユーザー創造製品の発案者効果 |
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