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Understanding customer engagement behavior

Research Project

Project/Area Number 26380572
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Research Field Commerce
Research InstitutionKeio University

Principal Investigator

YAMAMOTO Hikaru  慶應義塾大学, 経営管理研究科(日吉), 准教授 (80376574)

Co-Investigator(Kenkyū-buntansha) 松村 真宏  大阪大学, 経済学研究科, 准教授 (10379159)
Project Period (FY) 2014-04-01 – 2017-03-31
Project Status Completed (Fiscal Year 2016)
Budget Amount *help
¥4,550,000 (Direct Cost: ¥3,500,000、Indirect Cost: ¥1,050,000)
Fiscal Year 2016: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2015: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2014: ¥1,820,000 (Direct Cost: ¥1,400,000、Indirect Cost: ¥420,000)
Keywordsエンゲージメント行動 / 消費者行動 / マーケティング / 自発的参加行動 / ソーシャルメディア / 顧客価値 / クチコミ
Outline of Final Research Achievements

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.

Report

(4 results)
  • 2016 Annual Research Report   Final Research Report ( PDF )
  • 2015 Research-status Report
  • 2014 Research-status Report
  • Research Products

    (15 results)

All 2017 2016 2015 2014 Other

All Journal Article (4 results) (of which Peer Reviewed: 4 results) Presentation (6 results) (of which Int'l Joint Research: 2 results,  Invited: 1 results) Book (3 results) Remarks (2 results)

  • [Journal Article] 顧客のエンゲージメント価値の測定2017

    • Author(s)
      山本 晶・松村真宏
    • Journal Title

      季刊マーケティングジャーナル

      Volume: 36(4) Pages: 2-19

    • NAID

      130007809365

    • Related Report
      2016 Annual Research Report
    • Peer Reviewed
  • [Journal Article] The Popularity of Online Contents2014

    • Author(s)
      Yamamoto, Hikaru and Matsumura, Naohiro
    • Journal Title

      Proc. 2014 Global Marketing Conference at Singapore

      Volume: na Pages: 1059-1071

    • Related Report
      2014 Research-status Report
    • Peer Reviewed
  • [Journal Article] 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2014

    • Author(s)
      山本 晶
    • Journal Title

      季刊マーケティングジャーナル

      Volume: 34(2) Pages: 34-46

    • NAID

      130007852868

    • Related Report
      2014 Research-status Report
    • Peer Reviewed
  • [Journal Article] Enhancing Engagement Behavior Using Shikake2014

    • Author(s)
      Hikaru Yamamoto
    • Journal Title

      AI & SOCIETY

      Volume: na Issue: 4 Pages: 519-525

    • DOI

      10.1007/s00146-014-0554-7

    • Related Report
      2014 Research-status Report
    • Peer Reviewed
  • [Presentation] 縦断的データを用いたオンライン・オフラインの広告効果測定モデル2016

    • Author(s)
      山本 晶・西田悟史・ 森岡慎司
    • Organizer
      日本マーケティングサイエンス学会第100回研究大会
    • Place of Presentation
      大阪大学、大阪府大阪市
    • Related Report
      2016 Annual Research Report
  • [Presentation] Examining the social values of loyal customers2016

    • Author(s)
      Matsumura, Naohiro, Yamamoto, Hikaru
    • Organizer
      2016 Marketing Science Conference
    • Place of Presentation
      Shanghai, China
    • Related Report
      2016 Annual Research Report
    • Int'l Joint Research
  • [Presentation] ソーシャルメディアにおける顧客の金銭的価値、クチコミ価値、影響価値2015

    • Author(s)
      松村真宏・山本 晶
    • Organizer
      日本マーケティングサイエンス学会第98回研究大会
    • Place of Presentation
      電通ホール(東京)
    • Year and Date
      2015-12-12
    • Related Report
      2015 Research-status Report
  • [Presentation] Measuring the Value of Customer Engagement in Mobile Social Networking Services2015

    • Author(s)
      Yamamoto, Hikaru, Matsumura, Naohiro
    • Organizer
      2015 Marketing Science Conference
    • Place of Presentation
      Baltimore Marriott Waterfront Hotel(ボルチモア、米国)
    • Year and Date
      2015-06-19
    • Related Report
      2015 Research-status Report
    • Int'l Joint Research
  • [Presentation] 食の行動デザイン2014

    • Author(s)
      山本 晶
    • Organizer
      日本マーケティング・サイエンス学会第95回研究大会
    • Place of Presentation
      関西学院大学
    • Year and Date
      2014-06-22
    • Related Report
      2014 Research-status Report
  • [Presentation] キーパーソン・マーケティング2014

    • Author(s)
      山本 晶
    • Organizer
      第48回消費者行動研究コンファレンス
    • Place of Presentation
      和歌山大学
    • Year and Date
      2014-06-14
    • Related Report
      2014 Research-status Report
    • Invited
  • [Book] 「ウェブ・マーケティング」青木幸弘(編)『ケースに学ぶ マーケティング』2015

    • Author(s)
      山本 晶
    • Total Pages
      294
    • Publisher
      有斐閣
    • Related Report
      2015 Research-status Report
  • [Book] 「消費者の自発的参加行動を促すメカニズムに関する考察」上田泰編著 『従業員と顧客の自発的貢献行動』2015

    • Author(s)
      山本 晶
    • Total Pages
      208
    • Publisher
      多賀出版
    • Related Report
      2015 Research-status Report
  • [Book] キーパーソン・マーケティング: なぜ、あの人のクチコミは影響力があるのか2014

    • Author(s)
      山本晶
    • Total Pages
      224
    • Publisher
      東洋経済新報社
    • Related Report
      2014 Research-status Report
  • [Remarks]

    • URL

      http://researchmap.jp/hikaru_yamamoto/

    • Related Report
      2016 Annual Research Report
  • [Remarks] リサーチマップ

    • URL

      http://researchmap.jp/hikaru_yamamoto/

    • Related Report
      2015 Research-status Report

URL: 

Published: 2014-04-04   Modified: 2018-03-22  

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