The seven steps of an e-customer behavior process model◆Hong Seung Ko The Kyoto College of Graduate Studies for Informatics, Kyoto, Japan h_ko@kcg.ac.jp
Haruki Takada The Kyoto College of Graduate Studies for Informatics, Kyoto, Japan
Atsushi Kimura The Kyoto College of Graduate Studies for Informatics, Kyoto, Japan
Nguyen Truc Thi Thanh The Kyoto College of Graduate Studies for Informatics, Kyoto, Japan

Abst ract ssocial change, culture, subculture, progress of technology
etc. in the macro environment. Futhermore, he said that a

To understand e-customer’s behaviors, we first find out

customer has accepted what a familiar person said without athe influences on customer’s behaviors in online, and thenquestion, while the customer does not believe the advertising

analyze and judge how these influences relate to e-customer’

copy from commercial stimulus.

s behaviors. Nakato Hirakubo [7] explained that generally,

As mentioned above, we think that various factors affect tothere are customer behaviors in offline environment, such

behaviors by the time a customer results in purchase on offline

needed for a company achieving the sales improvement

as problem recognition, information search, alternativeenvironment. We have so far considered factors influencing

strategically in the emerging e-business market. However, itevaluation, purchase decision and post-purchase behavior.

customer behaviors in offline environment. We also think

Nowadays, the e-marketing strategy is needed to improve

is very difficult to get and retain customers in online with theNamely, it is considered that the customer behavior startthat these factors influence customer behaviors in online

the profitable sales strategically in the global e-businessexisting marketing strategy because the characteristics of afrom problem recognition and proceed by turn of information

environment. By Na Li [8], it is generally considered that anenvironment. However, it is very difficult to build up an

customer’s purchase behavior in online are different to thesearch, evaluation and selection, purchase, and postpurchasee-customer behavior is carried out by turn of prerequisites,

e-marketing strategy. As the primary cause, behaviors of online

offline. Especially, the difficulty of building up the e-marketing

evaluation.

attitude formation, intention, decision making, and purchasecustomers are not visible above everything else. Therefore, thestrategy results from the invisible e-customer behavior.

Nakato Hirakubo stated as follow. The customer behavior

etc. In other words, we can say that e-customer behaviors are

e-customer behavior process model is needed to enable to pick

In offline environments, we can easily catch a customer

starts from recognizing a problem such as the need of ink or

performed the purchase by linking the attitude formation as

up and retain 20 % of most valuable e-customers who brings

behavior visually, but in online, we cannot find out a customer’

garage etc., for the printer is out of ink or for your new car.

prerequisites are satisfied.

80 % high profitable sales. Accordingly, we develop the sevens figure. Moreever, we cannot catch up e-customer’s behaviors

Thereby, the customer begins to search the information by

Concretely, there are external environments, demographic

steps and motives of an e-customer behavior process model

because an e-customer can move easily to any other shopping

being motivated to purchase for trying to resolve the problem.

elements, personal characteristics, feature of products andbased on the e-CRMM proposed by Ko et al. [4], [5].

sites just by only one click. In other words, a customer in

Especially, it is considered that the customer may want detailed

services, and quality of a site as prerequisities of the attitude

online is like a ghost. Thus, it is very important to visualize theinformation on a newspaper, a magazine, the internet etc if it isformation to the purchase. Observing these prerequisities,

ghost customer’s behavior to acquire and retain customers forhigh ticket items or goods with high purchase risk. Then, he or

we can understand that in prerequisities linked to theimproving profitable sales in online.

she evaluates the choice after analyzing information, and pick

attitude formation, the same factor as the behavior factor in◆

Introduction

Therefore, we develop the e-customer’s behavior process

up a brand or a store. Next, clerk’s manners and demeanors,

offline is affecting. Because it can be considerd that external

model based on the e-CRMM model proposed by Ko et alshop atmosphere, goods collaboration and display etc. haveenvironments and demographic elements are involved in thethe spread of the Internet and the IT industry, the e-business[6]. In developing the behavior process model,

an influence on the purchase. Consequently, the customer

social factor, and personal characteristics are in the personalmarket is also growing.

seven behavior steps, and motives for making a step forward

behavior reaches to goods evaluation of post-purchase.

factor and feature of products and services and quality of aAlong with the development of information technology, andwe consider

and evaluating an e-customer’s level.

Figure.1 Japan and American market size in e-commerce

However, Nakato Hirakubo explained that if satisfaction cansite are in the commercial stimulus. Also, we can consider that

Accordingly, in chapter 2, we consider an e-customer

not be obtained here, the customer does not become loyal. But

the attitude formation receive the influence of social factor

behavior by comparing a customer behavior in offline

we consider that it is more rational to ask whether a customer

etc. because of receiving the prerequisite’s influence. On theenvironments. And then, in chapter 3, we propose the sevenis retained or not rather than ask whether a customer becomelatter behaviors, we consider that the same logic argument cansteps behavior process model of an e-customer. In chapter 4,

loyal or not. He explains that the customer who take thesebe adapted. Therefore, a factor which affects an e-customer

we draw several motives which make a step forward in the

behaviors also carry out a psychological process such as

behavior may be the same factor which affected the above-

e-customer behavior process.

motivation, learning, perception, and attitude formation etc.

mentioned offline customer’s behavior.

◆

An e-customer behavior Process

Estimating the market size of the global e-business with

Futhermore, he state that although whole customers do not

However, contents which formed factors that affectcarry out according to these customer behaviors, to complicate

behaviors are different in the offline environment andthese customer behaviors is the existence of influence factors

the online environment. This is brought about by thesuch as commercial stimulus, personal factor, and social factor

difference in time and spatial concept. For example, in the

etc. And then, he explains as follows.

offline environment, the purchase is occurred by a clerk’citing the United States and Japan, which are countries of the

The e-customer’s behavior process up to a site visit andNo. 1 and No. 2 in the world economy scale, the EC market

purchasing products etc. is quiet different in offlin and online.

size of America grew up at the average growth rate of about

Especially, an e-customer can move easily to any site with

Customers are always receiving a commercial stimuluss manners and demeanors, shop atmosphere and location

8 % , and Japan’s EC market grew up largely at the average

only one click, and compared with the offline customer, itsuch as TV ad, article in a newspaper or magazine, package of

etc. but in the online environment, the purchase is occurred

growth rate of about 7 % in three years from 2005 to 2007is very difficult to identify behaviors in online because we

products to be put on the shelf, products itself, and prices etc..

by a design and easy view of site, the quantity and quality(see Fig. 1) [1].

cannot see them. Therefore, we can not find out that what

There are personal attribute, selfimage, lifestyle, personalityof product information etc. That is to say, it is considered

Furthermore, the internet users of the world are about one

kind of e-customer’s behavior brings the profits to a company.

or degree concerned to purchasing products in personalthat the behavior pattern differs between offline customer

billion four hundred and seventy million, and the widespread

However, we must pick up which e-customer’s behavior isfactors. The frequency of product use and the use situation,

behavior and online customer behavior by the environmental

rate is reached about 8.7 % [2]. The remarkable aspect which

linked to sales and profits of a company.

which become behavioral variables, have a great influencecharacteristics. Thus, we are going to consider the behavior

must be kept an eye on is that the ratio of users who have everIn this chapter, we consider an e-customer behavior

on products choice. Then, there are two aspects in the social

process based on a behavior pattern peculiar to e-customers.

made an online purchase grew up rapidly from 10% in 2005

based on factors of offline customer’s behaviors generally

factor, one is micro environment and another is macro

to 85% in 2007 [3].

suggested. Then, we draw an e-customer’s behavior process byenvironment. That is, there are family, friends, colleagues, orreconsidering an e-customer’s behavior.

celebrity and specialist etc. in the micro environment, andNowadays, the building up an e-marketing strategy is

22

Customer behaviors in online

23

The seven steps of an e-customer behavior process model◆Hong Seung Ko The Kyoto College of Graduate Studies for Informatics, Kyoto, Japan h_ko@kcg.ac.jp
Haruki Takada The Kyoto College of Graduate Studies for Informatics, Kyoto, Japan
Atsushi Kimura The Kyoto College of Graduate Studies for Informatics, Kyoto, Japan
Nguyen Truc Thi Thanh The Kyoto College of Graduate Studies for Informatics, Kyoto, Japan

Abst ract ssocial change, culture, subculture, progress of technology
etc. in the macro environment. Futhermore, he said that a

To understand e-customer’s behaviors, we first find out

customer has accepted what a familiar person said without athe influences on customer’s behaviors in online, and thenquestion, while the customer does not believe the advertising

analyze and judge how these influences relate to e-customer’

copy from commercial stimulus.

s behaviors. Nakato Hirakubo [7] explained that generally,

As mentioned above, we think that various factors affect tothere are customer behaviors in offline environment, such

behaviors by the time a customer results in purchase on offline

needed for a company achieving the sales improvement

as problem recognition, information search, alternativeenvironment. We have so far considered factors influencing

strategically in the emerging e-business market. However, itevaluation, purchase decision and post-purchase behavior.

customer behaviors in offline environment. We also think

Nowadays, the e-marketing strategy is needed to improve

is very difficult to get and retain customers in online with theNamely, it is considered that the customer behavior startthat these factors influence customer behaviors in online

the profitable sales strategically in the global e-businessexisting marketing strategy because the characteristics of afrom problem recognition and proceed by turn of information

environment. By Na Li [8], it is generally considered that anenvironment. However, it is very difficult to build up an

customer’s purchase behavior in online are different to thesearch, evaluation and selection, purchase, and postpurchasee-customer behavior is carried out by turn of prerequisites,

e-marketing strategy. As the primary cause, behaviors of online

offline. Especially, the difficulty of building up the e-marketing

evaluation.

attitude formation, intention, decision making, and purchasecustomers are not visible above everything else. Therefore, thestrategy results from the invisible e-customer behavior.

Nakato Hirakubo stated as follow. The customer behavior

etc. In other words, we can say that e-customer behaviors are

e-customer behavior process model is needed to enable to pick

In offline environments, we can easily catch a customer

starts from recognizing a problem such as the need of ink or

performed the purchase by linking the attitude formation as

up and retain 20 % of most valuable e-customers who brings

behavior visually, but in online, we cannot find out a customer’

garage etc., for the printer is out of ink or for your new car.

prerequisites are satisfied.

80 % high profitable sales. Accordingly, we develop the sevens figure. Moreever, we cannot catch up e-customer’s behaviors

Thereby, the customer begins to search the information by

Concretely, there are external environments, demographic

steps and motives of an e-customer behavior process model

because an e-customer can move easily to any other shopping

being motivated to purchase for trying to resolve the problem.

elements, personal characteristics, feature of products andbased on the e-CRMM proposed by Ko et al. [4], [5].

sites just by only one click. In other words, a customer in

Especially, it is considered that the customer may want detailed

services, and quality of a site as prerequisities of the attitude

online is like a ghost. Thus, it is very important to visualize theinformation on a newspaper, a magazine, the internet etc if it isformation to the purchase. Observing these prerequisities,

ghost customer’s behavior to acquire and retain customers forhigh ticket items or goods with high purchase risk. Then, he or

we can understand that in prerequisities linked to theimproving profitable sales in online.

she evaluates the choice after analyzing information, and pick

attitude formation, the same factor as the behavior factor in◆

Introduction

Therefore, we develop the e-customer’s behavior process

up a brand or a store. Next, clerk’s manners and demeanors,

offline is affecting. Because it can be considerd that external

model based on the e-CRMM model proposed by Ko et alshop atmosphere, goods collaboration and display etc. haveenvironments and demographic elements are involved in thethe spread of the Internet and the IT industry, the e-business[6]. In developing the behavior process model,

an influence on the purchase. Consequently, the customer

social factor, and personal characteristics are in the personalmarket is also growing.

seven behavior steps, and motives for making a step forward

behavior reaches to goods evaluation of post-purchase.

factor and feature of products and services and quality of aAlong with the development of information technology, andwe consider

and evaluating an e-customer’s level.

Figure.1 Japan and American market size in e-commerce

However, Nakato Hirakubo explained that if satisfaction cansite are in the commercial stimulus. Also, we can consider that

Accordingly, in chapter 2, we consider an e-customer

not be obtained here, the customer does not become loyal. But

the attitude formation receive the influence of social factor

behavior by comparing a customer behavior in offline

we consider that it is more rational to ask whether a customer

etc. because of receiving the prerequisite’s influence. On theenvironments. And then, in chapter 3, we propose the sevenis retained or not rather than ask whether a customer becomelatter behaviors, we consider that the same logic argument cansteps behavior process model of an e-customer. In chapter 4,

loyal or not. He explains that the customer who take thesebe adapted. Therefore, a factor which affects an e-customer

we draw several motives which make a step forward in the

behaviors also carry out a psychological process such as

behavior may be the same factor which affected the above-

e-customer behavior process.

motivation, learning, perception, and attitude formation etc.

mentioned offline customer’s behavior.

◆

An e-customer behavior Process

Estimating the market size of the global e-business with

Futhermore, he state that although whole customers do not

However, contents which formed factors that affectcarry out according to these customer behaviors, to complicate

behaviors are different in the offline environment andthese customer behaviors is the existence of influence factors

the online environment. This is brought about by thesuch as commercial stimulus, personal factor, and social factor

difference in time and spatial concept. For example, in the

etc. And then, he explains as follows.

offline environment, the purchase is occurred by a clerk’citing the United States and Japan, which are countries of the

The e-customer’s behavior process up to a site visit andNo. 1 and No. 2 in the world economy scale, the EC market

purchasing products etc. is quiet different in offlin and online.

size of America grew up at the average growth rate of about

Especially, an e-customer can move easily to any site with

Customers are always receiving a commercial stimuluss manners and demeanors, shop atmosphere and location

8 % , and Japan’s EC market grew up largely at the average

only one click, and compared with the offline customer, itsuch as TV ad, article in a newspaper or magazine, package of

etc. but in the online environment, the purchase is occurred

growth rate of about 7 % in three years from 2005 to 2007is very difficult to identify behaviors in online because we

products to be put on the shelf, products itself, and prices etc..

by a design and easy view of site, the quantity and quality(see Fig. 1) [1].

cannot see them. Therefore, we can not find out that what

There are personal attribute, selfimage, lifestyle, personalityof product information etc. That is to say, it is considered

Furthermore, the internet users of the world are about one

kind of e-customer’s behavior brings the profits to a company.

or degree concerned to purchasing products in personalthat the behavior pattern differs between offline customer

billion four hundred and seventy million, and the widespread

However, we must pick up which e-customer’s behavior isfactors. The frequency of product use and the use situation,

behavior and online customer behavior by the environmental

rate is reached about 8.7 % [2]. The remarkable aspect which

linked to sales and profits of a company.

which become behavioral variables, have a great influencecharacteristics. Thus, we are going to consider the behavior

must be kept an eye on is that the ratio of users who have everIn this chapter, we consider an e-customer behavior

on products choice. Then, there are two aspects in the social

process based on a behavior pattern peculiar to e-customers.

made an online purchase grew up rapidly from 10% in 2005

based on factors of offline customer’s behaviors generally

factor, one is micro environment and another is macro

to 85% in 2007 [3].

suggested. Then, we draw an e-customer’s behavior process byenvironment. That is, there are family, friends, colleagues, orreconsidering an e-customer’s behavior.

celebrity and specialist etc. in the micro environment, andNowadays, the building up an e-marketing strategy is

22

Customer behaviors in online

23

◆Customer behavior process in online

Seven steps of the behavior process

We think that the e-customer behavior process make up

In order to clarify the value of an e-customer’s behavior forwith a relation stage, a purchasing stage and a partnershipsorting out the e-customer who must be retained, we think

stage. Online comsumers have the relation with a company inthat it is necessary to consider what types of e-customers

the relation stage, and the consumer becomes an e-customer

are important for a company. It is because that the value ofthrough an experience of purchase in the purchasing stage,e-customer behaviors which we develop is the evaluation basis

and some e-customers contribute to a company in thefor picking up royal e-customers who must be retained. Thatpartnership stage.

is, we think that as considering behaviors of royal e-customer

Most online consumers search goods and services, andwho must be picked up and retained, it is possible to draw out

visit a site which allows customers to get a wanted thing after

attributes which must be evaluated. Accordingly, we analyse

searching if they need to buy something. Otherwise, they takethe royal e-customer as well as their behaviors based on the

an interest in goods and services after seeing the ad, and visit

e-customer behavior process considered above.

the site for purchasing it. It is considered that consumers who
visited a site make a purchase soon or flee from the site in a24◆

Consequently, we propose the seven steps behavior processmodel by using the e-customer’s behavior process.

Figure.2 The seven steps of an e-customer behavior process

minute. However, in most cases, if they have an interest in the

We can explain about the royal e-customer, who is the mostsite, such as being satisfied with contents etc. they revisit thevaluable customer, as follow. Generally, the most valuable

royal e-customer based on these behaviors, retention rate, anddirect purchase sales, and it is completely not consideringprofitable sales.

the relationship, which must be evaluated, strongly linked tosite for getting more information about the site, goods andcustomer is considered from Pareto's law which 20 % upper

services. Therefore, the relation stage in online shopping is the

ranking customers bring about 80% of sales or profits. In

which the e-customer visit a site. Then, go to step 2 which

In online, the relationship which is the evaluation target

trigger stage for carrying out the purchase.

In the seven steps behavior process, it starts from step 1purchase sales in online.

other words, the most valuable customer is defined as an

he or she repeat the revisit or purchase of a goods withmust be considered based on an e-customer behavior linked toOnline consumers can visit many sites and get information

upper ranking customer who bring a high sales to a company

satisfaction with the contents of the site. With frequently

profitable sales for specifically picking up the royal e-customer.

because the movement to sites by one click is possible inby doing an expensive shopping and/or doing a shopping

repeating purchases, he or she progresses to step 3 in which

Therefore, it is needed to draw motives strongly related to theonline shopping. Online consumers who acquired various

continuously [9]. As a matter of course, since this Pareto's law

frequently take a mutual communication with the company.

progress of seven steps behavior process suggested above.

information pick up a site with the favorite goods and services,

is applied on online situation, 20% upper ranking e-customers

By the improvement of relationship along with the frequent

and revisit the site repeatedly. In the purchasing stage, as

are considered as the royal e-customers.

communication, the e-customer behavior reaches to step 4◆

Frequency

the result of comparing with other sites and revisiting, online

However, the current definitions of Pareto's law and thewhich forward the needs and wants to the company. And

consumers who once purchase goods and services become

most valuable customer are considered on the basis of only

then, a step progresses to step 5 in which an e-customer

Above all, the first considerable behavior attribute whiche-customers of the site that is, e-customers in the purchasing

the purchase. Thus, the relationship between a customer andtake a advice behavior as the relation with the company ismust be evaluated is frequency. That is to say, the behavior

stage repurchase or frequently communicate with the

a company, and profitability are not involved in this definition.

more strengthened by responding the needs and wants of

attribute frequency in each step is the factor of making a step

company or repeat the purchase behavior again and again.

We think that e-customers who bring about not only a highthe e-customer, and a partnership has begun to sprout. As

forward. Moreever, some frequencies such as visit frequency,

In the purchasing stage, some e-customers who repeatpurchase amount but profitable sales by a strong relationshipthis partnership is more improved, the step progresses to thepurchase frequency and communication frequency are related

the purchase and communication frequently require his or

are the real royal e-customer who results in 80 % of sales or

step 6 in which an e-customer take a behavior of businessto build up trust relation with the company. Futhermore, since

her needs and wants to the site. The relation between an

profits. Because we think that the most important thing for a

promotion. Lastly, the step progresses to the step 7 in which

profitable sales and profits are improved by increasing thesee-customer and a company is strengthened as the company

company is profits, not sales.

new e-customer is acquired by the buzz. ,frequencies in each step, various frequencies of e-customer's

meet these demands through the site, and then the e-customer

With that in mind, we can think that the royal e-customer

Through this process flow, the royal e-customer brings

take a behavior like the member of company, such as advices,

has a storng relationship with a company, and carry out aprofitable sales to a company. In order for a step to progress,

business promotion, and buzz which become profits of

behavior linked to high sales or profits for a copany. That is

a motive for making a behavior is needed. In the next chapter,the company. The stage where an e-customer takes theseto say, the royal e-customer makes a contribution towards a

we draw the e-customer's behavior attributes which must be

behaviors of contributing to the company is regarded as thecompany's profits and brings about profitable sales by getting

evaluated.

building up partnership stage.

new customers with buzz.

behaviors for a company become the evaluation factor ofe-customer's behavior value.
◆

Recency
Similarly, behavior recency must be evaluated. In the seven◆

Motives as the factor of step forward

Until now, we considered the e-customer behavior process

Integratedly reviewing the results so far considered,steps behavior process, various recencies of e-customer

by classifying three stages. However, it is very difficult

we can predict behaviors of the royal e-customer. As theto clarify the value of an e-customer’s behavior by onlyroyal e-customer in turn carry out visit of a site, revisite or

Nowadays, to evaluate a customer's behavior in offline, RFM

recency with a company etc. as well as purchase recency

understanding e-customer behavior process. Moreever, itpurchase, interactive communication, demand of needs andanalysis or Decile analysis etc. are used. However, by thesecan be considered. The high recency of an e-customer

needs to consider behaviors of the most evaluable e-customer

wants, advices, business promotion, and buzz, the retention

methods, we can not exactly single out the royal e-customer

behavior shows that e-customers are retaining at the present

who a company wants to sort out. Therefore, we propose therate becomes high, and the profitable sales becomes big.

wanted. Because it is focused on only a purchase to evaluate atime. Accordingly, the possibility to link to a repeat is high.

seven steps behavior process of an e-customer as considering

Through these seven behaviors, it is considered that thecustomer's behavior, as purchase recency, purchase frequency,

Therefore, recency along with frequency becomes big

behaviors of the most valuable customer in online.

royal e-customer bring a high profits of sales to a company.

and purchase amount are evaluation factors in the existingevaluation target for a company because it improves sales

Accordingly, we propose the seven steps behavior process of

RFM analysis [6]. In other words, it is evaluating only the

profits.

behaviors such as visit recency to a site, communication

25

◆

Customer behavior process in online

Seven steps of the behavior process

We think that the e-customer behavior process make up

In order to clarify the value of an e-customer’s behavior forwith a relation stage, a purchasing stage and a partnershipsorting out the e-customer who must be retained, we think

stage. Online comsumers have the relation with a company inthat it is necessary to consider what types of e-customers

the relation stage, and the consumer becomes an e-customer

are important for a company. It is because that the value ofthrough an experience of purchase in the purchasing stage,e-customer behaviors which we develop is the evaluation basis

and some e-customers contribute to a company in thefor picking up royal e-customers who must be retained. Thatpartnership stage.

is, we think that as considering behaviors of royal e-customer

Most online consumers search goods and services, andwho must be picked up and retained, it is possible to draw out

visit a site which allows customers to get a wanted thing after

attributes which must be evaluated. Accordingly, we analyse

searching if they need to buy something. Otherwise, they takethe royal e-customer as well as their behaviors based on the

an interest in goods and services after seeing the ad, and visit

e-customer behavior process considered above.

the site for purchasing it. It is considered that consumers who
visited a site make a purchase soon or flee from the site in a24◆

Consequently, we propose the seven steps behavior processmodel by using the e-customer’s behavior process.

Figure.2 The seven steps of an e-customer behavior process

minute. However, in most cases, if they have an interest in the

We can explain about the royal e-customer, who is the mostsite, such as being satisfied with contents etc. they revisit thevaluable customer, as follow. Generally, the most valuable

royal e-customer based on these behaviors, retention rate, anddirect purchase sales, and it is completely not consideringprofitable sales.

the relationship, which must be evaluated, strongly linked tosite for getting more information about the site, goods andcustomer is considered from Pareto's law which 20 % upper

services. Therefore, the relation stage in online shopping is the

ranking customers bring about 80% of sales or profits. In

which the e-customer visit a site. Then, go to step 2 which

In online, the relationship which is the evaluation target

trigger stage for carrying out the purchase.

In the seven steps behavior process, it starts from step 1purchase sales in online.

other words, the most valuable customer is defined as an

he or she repeat the revisit or purchase of a goods withmust be considered based on an e-customer behavior linked toOnline consumers can visit many sites and get information

upper ranking customer who bring a high sales to a company

satisfaction with the contents of the site. With frequently

profitable sales for specifically picking up the royal e-customer.

because the movement to sites by one click is possible inby doing an expensive shopping and/or doing a shopping

repeating purchases, he or she progresses to step 3 in which

Therefore, it is needed to draw motives strongly related to theonline shopping. Online consumers who acquired various

continuously [9]. As a matter of course, since this Pareto's law

frequently take a mutual communication with the company.

progress of seven steps behavior process suggested above.

information pick up a site with the favorite goods and services,

is applied on online situation, 20% upper ranking e-customers

By the improvement of relationship along with the frequent

and revisit the site repeatedly. In the purchasing stage, as

are considered as the royal e-customers.

communication, the e-customer behavior reaches to step 4◆

Frequency

the result of comparing with other sites and revisiting, online

However, the current definitions of Pareto's law and thewhich forward the needs and wants to the company. And

consumers who once purchase goods and services become

most valuable customer are considered on the basis of only

then, a step progresses to step 5 in which an e-customer

Above all, the first considerable behavior attribute whiche-customers of the site that is, e-customers in the purchasing

the purchase. Thus, the relationship between a customer andtake a advice behavior as the relation with the company ismust be evaluated is frequency. That is to say, the behavior

stage repurchase or frequently communicate with the

a company, and profitability are not involved in this definition.

more strengthened by responding the needs and wants of

attribute frequency in each step is the factor of making a step

company or repeat the purchase behavior again and again.

We think that e-customers who bring about not only a highthe e-customer, and a partnership has begun to sprout. As

forward. Moreever, some frequencies such as visit frequency,

In the purchasing stage, some e-customers who repeatpurchase amount but profitable sales by a strong relationshipthis partnership is more improved, the step progresses to thepurchase frequency and communication frequency are related

the purchase and communication frequently require his or

are the real royal e-customer who results in 80 % of sales or

step 6 in which an e-customer take a behavior of businessto build up trust relation with the company. Futhermore, since

her needs and wants to the site. The relation between an

profits. Because we think that the most important thing for a

promotion. Lastly, the step progresses to the step 7 in which

profitable sales and profits are improved by increasing thesee-customer and a company is strengthened as the company

company is profits, not sales.

new e-customer is acquired by the buzz. ,frequencies in each step, various frequencies of e-customer's

meet these demands through the site, and then the e-customer

With that in mind, we can think that the royal e-customer

Through this process flow, the royal e-customer brings

take a behavior like the member of company, such as advices,

has a storng relationship with a company, and carry out aprofitable sales to a company. In order for a step to progress,

business promotion, and buzz which become profits of

behavior linked to high sales or profits for a copany. That is

a motive for making a behavior is needed. In the next chapter,the company. The stage where an e-customer takes theseto say, the royal e-customer makes a contribution towards a

we draw the e-customer's behavior attributes which must be

behaviors of contributing to the company is regarded as thecompany's profits and brings about profitable sales by getting

evaluated.

building up partnership stage.

new customers with buzz.

behaviors for a company become the evaluation factor ofe-customer's behavior value.
◆

Recency
Similarly, behavior recency must be evaluated. In the seven◆

Motives as the factor of step forward

Until now, we considered the e-customer behavior process

Integratedly reviewing the results so far considered,steps behavior process, various recencies of e-customer

by classifying three stages. However, it is very difficult

we can predict behaviors of the royal e-customer. As theto clarify the value of an e-customer’s behavior by onlyroyal e-customer in turn carry out visit of a site, revisite or

Nowadays, to evaluate a customer's behavior in offline, RFM

recency with a company etc. as well as purchase recency

understanding e-customer behavior process. Moreever, itpurchase, interactive communication, demand of needs andanalysis or Decile analysis etc. are used. However, by thesecan be considered. The high recency of an e-customer

needs to consider behaviors of the most evaluable e-customer

wants, advices, business promotion, and buzz, the retention

methods, we can not exactly single out the royal e-customer

behavior shows that e-customers are retaining at the present

who a company wants to sort out. Therefore, we propose therate becomes high, and the profitable sales becomes big.

wanted. Because it is focused on only a purchase to evaluate atime. Accordingly, the possibility to link to a repeat is high.

seven steps behavior process of an e-customer as considering

Through these seven behaviors, it is considered that thecustomer's behavior, as purchase recency, purchase frequency,

Therefore, recency along with frequency becomes big

behaviors of the most valuable customer in online.

royal e-customer bring a high profits of sales to a company.

and purchase amount are evaluation factors in the existingevaluation target for a company because it improves sales

Accordingly, we propose the seven steps behavior process of

RFM analysis [6]. In other words, it is evaluating only the

profits.

behaviors such as visit recency to a site, communication25

◆Response degree◆

Relationshiprelationship, and partnership etc., moves seven behavior steps

behavior step or not. If the weight to monetary is set up

forward (see Fig.3), and improves sales profits.

more heavily than relationship, it is possible to evaluate

Next, response must be considered as an important motive

In the seven steps behavior process model, we think that

From the consideration stated above, it is very difficult toan e-customer highly who may not purchase in the future.

factor. It is because that an e-customer carries out the behavior

the improvement of relationship between an e-customer andexactly evaluate a customer's behavior value in online only by

Therefore, we put the weight to monetary lower thansuch as revisit, purchase, and interactive communication

a company is indispensable for bringing profitable sales. The

purchase frequency, purchase recency, and monetary of RFM

relationship.

etc. as the good response result. A good response can be

relationship described here is the relation with a company

analysis. Therefore, we consider that it must be evaluated by

In weighting to response degree, recency, and frequency,

provoked by satisfying the contents and goods, and a mailthat becomes strong by frequency, recency, response, andusing motives which progress seven steps, and factors which

we can measure whether an e-customer is retained or not in

exchange with a company. To put it simply, if there is no goodmonetary in the seven steps behavior process raising eachbring profitable sales.

relation to direct sales by these evaluation factors. That is,

response, an e-customer will not take any of these steps. Sinceother mutually. The relationship not only makes the purchasea possibility of frequent purchase becomes high by this good

carried out repeatedly but becomes the motive for forwarding

response, we can say that response also becomes the very

to the step in which he or she takes contributing behaviors,

important evaluation factor.

such as advice, and business promotion etc.

◆

Monetary
Monetary is the barometer to indicate the materializationof behavior value. That is, monetary is to stand for profitable◆

Weights of evaluation factor

who is at the situation that response, recency, and frequency
are high but monetary, relationship, and partnership are low,

By the above consideration, we have draw six evaluation

repeats behaviors of step 1and 2, thus we can judge that

Furthermore, the improvement of relationship is linked tofactors of a behavior value in seven steps process model. For

this e-customer is retained. Accordingly, if setting up a highthe buzz which is the behavior of final step. This link to theevaluating an e-customer by exactly measuring a behavior

weighted value to these 3 factors than monetary, relationship,

buzz increases the monetary of a company. Therefore, thevalue with using these factors, we must apply weighted value

and partnership, it can be judged that there is very highrelationship is the most important factor for evaluating theto each evaluation factor [10]. It is because that it is notpossibility of not taking a behavior such as a buzz. In otherbehavior value in seven steps.

directly linked to sales or profits, but there are motives suchwords, when putting the high weighted value to frequency,

as relationship etc., which influences a factor related to sales

recency, and reponse of a behavior which do not affects

profits directly. If all these motives were evaluated equally,

profitable sales, so much it highly evaluates a behavior whichsales. We consider that monetary is made up of direct sales
and indirect sales. Direct sales are the purchase amount by anin the seven steps behavior process model, an e-customer,◆

Partnershipe-customer, and indirect sales are purchase amount by new

it is possible to evaluate e-customers' behaviors who do notdoes not bring a high profitable sales. In order not to makee-customers acquired from a buzz. Direct sales can be achieved

Partnership is born by improving a relationship between

actually bring sales or profits highly by only having a strong

such mistakes, we have to set up the weighted value lower

by a frequent purchase which is a purchase behavior based on

e-customers and a company. Partnership indicates that an

relationship. Thus, in order that we may not cause such athan three factors mentioned above.

the strong ties between an e-customer and a company. Next,

e-customer becomes a member of a company and makes a

mistake, we must to set up the weighted value of evaluation

First, frequency and recency can not be almost measured

indirect sales are the amount purchased by new e-customers

buzz contribution. Especially, partnership is a factor to enables

factor. In setting up the weighted value, we must consider

without a response. Thus, we give the high weighted value towho acquired from an e-customer's mouth of word. Since theto maximize the profitable sales by buzz. Therefore, we cancharacteristics of a most valuable e-customer by focusing

the response degree than frequency and recency.

e-customer who brings high direct sales is well-acquainted

consider that partnership is the important factor for evaluatingon the retention rate and profitable sales in the seven steps

with goods, he or she delivers this accurate information toa behavior value.

behavior process model.

Next, comparing an e-customer with a high recency with
an e-customer with a high frequency, threr is a possibility ofwell-known neighbors. Furthermore, Sales of new e-customer

The buzz must be considered as the relationship which must

First, we set up the heaviest weighted value to partnershiphaving already churned or of beginning to churn in the evenacquired by a buzz produce the highest profits because

be evaluated because it attracts new e-customers, and bringsin six evaluation motives. This is because an e-customer withsituation that an e-customer has the highest frequency but

acquisition cost is not involved.

profitable sales to a company. These behavior attributes area strong partnership brings not only a high direct sales thanhas not taken a recent behavior such as purchase etc. That is,Consequently, these high profitable sales do not express the

becoming important motives which make steps forward inanyone else, but indirect sales with a high profits created byit costs much to retain an e-customer with a high frequency

mere purchase amout but become one important motive forseven behavior steps as well as bring profitable sales. Thatmany new e-customres acquired with a buzz. Therefore, hefor a company. On the other hand, since an e-customer with aevaluating the behavior value of steps.

is, we think that various evaluation factors of e-customer

or she is considered to perform the biggest contribution tohigh recency has a strong concern to a company, it is highly

behavior, such as frequency, recency, response, monetary,

a company in sales or profits. In our seven steps behavior

likely that he or she brings sales or profits in the future, and isprocess model, it can be said that if an e-customer with aa retainable e-customer. Therefore, we give the high weighted

high partnership reaches up the buzz step, he or she takes

value to the recency than frequency,

behavior of the word of mouth which is most contributing
to a company. That’s why we give the heaviest weight to the◆Conclusion

partnership in six evaluation factors.
Next, an e-customer with a high relationship is likely to link

While an e-marketing strategy is required for achieving

to further purchase, and then, evaluate the relationship, we

the sales improvement strategically along with the growing

can find out whether he or she repeats the purchase or not.

e-business, in order to build up the effective e-marketing

If an e-customer reaches up to the step 6 or step 7, he or she

strategy concerned with e-customer retention, we considered

has the higher retention rate, and brings relatively high sales.

the evaluation factors of an e-customer's behavior for picking

Therefore, we think the relationship is secondly important,up the most valuable e-customer who must be retained.

and give the corresponding weighted value.

26

Figure.3 The seven steps of behavior process and relation of motives

As considering a customer behavior in online based on

Since the monetary against the relationship is to evaluate

e-CRM model proposed by Ko et al [5], we suggested the sevenresults such as direct sales, indirect sales, and profitability

steps behavior process model which is the behavior process

etc., we can not predicted that whether there is the followingof the most valuable e-customer. Also, we considered that27◆

Response degree◆

Relationshiprelationship, and partnership etc., moves seven behavior steps

behavior step or not. If the weight to monetary is set up

forward (see Fig.3), and improves sales profits.

more heavily than relationship, it is possible to evaluate

Next, response must be considered as an important motive

In the seven steps behavior process model, we think that

From the consideration stated above, it is very difficult toan e-customer highly who may not purchase in the future.

factor. It is because that an e-customer carries out the behavior

the improvement of relationship between an e-customer andexactly evaluate a customer's behavior value in online only by

Therefore, we put the weight to monetary lower thansuch as revisit, purchase, and interactive communication

a company is indispensable for bringing profitable sales. The

purchase frequency, purchase recency, and monetary of RFM

relationship.

etc. as the good response result. A good response can be

relationship described here is the relation with a company

analysis. Therefore, we consider that it must be evaluated by

In weighting to response degree, recency, and frequency,

provoked by satisfying the contents and goods, and a mailthat becomes strong by frequency, recency, response, andusing motives which progress seven steps, and factors which

we can measure whether an e-customer is retained or not in

exchange with a company. To put it simply, if there is no goodmonetary in the seven steps behavior process raising eachbring profitable sales.

relation to direct sales by these evaluation factors. That is,

response, an e-customer will not take any of these steps. Sinceother mutually. The relationship not only makes the purchasea possibility of frequent purchase becomes high by this good

carried out repeatedly but becomes the motive for forwarding

response, we can say that response also becomes the very

to the step in which he or she takes contributing behaviors,

important evaluation factor.

such as advice, and business promotion etc.

◆

Monetary
Monetary is the barometer to indicate the materializationof behavior value. That is, monetary is to stand for profitable◆

Weights of evaluation factor

who is at the situation that response, recency, and frequency
are high but monetary, relationship, and partnership are low,

By the above consideration, we have draw six evaluation

repeats behaviors of step 1and 2, thus we can judge that

Furthermore, the improvement of relationship is linked tofactors of a behavior value in seven steps process model. For

this e-customer is retained. Accordingly, if setting up a highthe buzz which is the behavior of final step. This link to theevaluating an e-customer by exactly measuring a behavior

weighted value to these 3 factors than monetary, relationship,

buzz increases the monetary of a company. Therefore, thevalue with using these factors, we must apply weighted value

and partnership, it can be judged that there is very highrelationship is the most important factor for evaluating theto each evaluation factor [10]. It is because that it is notpossibility of not taking a behavior such as a buzz. In otherbehavior value in seven steps.

directly linked to sales or profits, but there are motives suchwords, when putting the high weighted value to frequency,

as relationship etc., which influences a factor related to sales

recency, and reponse of a behavior which do not affects

profits directly. If all these motives were evaluated equally,

profitable sales, so much it highly evaluates a behavior whichsales. We consider that monetary is made up of direct sales
and indirect sales. Direct sales are the purchase amount by anin the seven steps behavior process model, an e-customer,◆

Partnershipe-customer, and indirect sales are purchase amount by new

it is possible to evaluate e-customers' behaviors who do notdoes not bring a high profitable sales. In order not to makee-customers acquired from a buzz. Direct sales can be achieved

Partnership is born by improving a relationship between

actually bring sales or profits highly by only having a strong

such mistakes, we have to set up the weighted value lower

by a frequent purchase which is a purchase behavior based on

e-customers and a company. Partnership indicates that an

relationship. Thus, in order that we may not cause such athan three factors mentioned above.

the strong ties between an e-customer and a company. Next,

e-customer becomes a member of a company and makes a

mistake, we must to set up the weighted value of evaluation

First, frequency and recency can not be almost measured

indirect sales are the amount purchased by new e-customers

buzz contribution. Especially, partnership is a factor to enables

factor. In setting up the weighted value, we must consider

without a response. Thus, we give the high weighted value towho acquired from an e-customer's mouth of word. Since theto maximize the profitable sales by buzz. Therefore, we cancharacteristics of a most valuable e-customer by focusing

the response degree than frequency and recency.

e-customer who brings high direct sales is well-acquainted

consider that partnership is the important factor for evaluatingon the retention rate and profitable sales in the seven steps

with goods, he or she delivers this accurate information toa behavior value.

behavior process model.

Next, comparing an e-customer with a high recency with
an e-customer with a high frequency, threr is a possibility ofwell-known neighbors. Furthermore, Sales of new e-customer

The buzz must be considered as the relationship which must

First, we set up the heaviest weighted value to partnershiphaving already churned or of beginning to churn in the evenacquired by a buzz produce the highest profits because

be evaluated because it attracts new e-customers, and bringsin six evaluation motives. This is because an e-customer withsituation that an e-customer has the highest frequency but

acquisition cost is not involved.

profitable sales to a company. These behavior attributes area strong partnership brings not only a high direct sales thanhas not taken a recent behavior such as purchase etc. That is,Consequently, these high profitable sales do not express the

becoming important motives which make steps forward inanyone else, but indirect sales with a high profits created byit costs much to retain an e-customer with a high frequency

mere purchase amout but become one important motive forseven behavior steps as well as bring profitable sales. Thatmany new e-customres acquired with a buzz. Therefore, hefor a company. On the other hand, since an e-customer with aevaluating the behavior value of steps.

is, we think that various evaluation factors of e-customer

or she is considered to perform the biggest contribution tohigh recency has a strong concern to a company, it is highly

behavior, such as frequency, recency, response, monetary,

a company in sales or profits. In our seven steps behavior

likely that he or she brings sales or profits in the future, and isprocess model, it can be said that if an e-customer with aa retainable e-customer. Therefore, we give the high weighted

high partnership reaches up the buzz step, he or she takes

value to the recency than frequency,

behavior of the word of mouth which is most contributing
to a company. That’s why we give the heaviest weight to the◆Conclusion

partnership in six evaluation factors.
Next, an e-customer with a high relationship is likely to link

While an e-marketing strategy is required for achieving

to further purchase, and then, evaluate the relationship, we

the sales improvement strategically along with the growing

can find out whether he or she repeats the purchase or not.

e-business, in order to build up the effective e-marketing

If an e-customer reaches up to the step 6 or step 7, he or she

strategy concerned with e-customer retention, we considered

has the higher retention rate, and brings relatively high sales.

the evaluation factors of an e-customer's behavior for picking

Therefore, we think the relationship is secondly important,up the most valuable e-customer who must be retained.

and give the corresponding weighted value.

26

Figure.3 The seven steps of behavior process and relation of motives

As considering a customer behavior in online based on

Since the monetary against the relationship is to evaluate

e-CRM model proposed by Ko et al [5], we suggested the sevenresults such as direct sales, indirect sales, and profitability

steps behavior process model which is the behavior process

etc., we can not predicted that whether there is the followingof the most valuable e-customer. Also, we considered that27

the profitable sales is brought by improving motives which

Reference

forward steps in the seven steps behavior process model. Since[ 1 ] Ministry of Economy, Trade and Industry, “The research study

the improvement of these motives changes with e-customers,on I T utilization of Japan in 2008”, Japan Government, 2008

we judged that it is an important factor in evaluating an[ 2 ] International Telecommunication Union, “Free statistics”, bye-customer's behavior value. And then, we proposed motives

country-ICT-Eye, 2007

such as frequency, recency, response, monetary, relationship,

at http://www.itu.int/ITU-D/icteye/Indicators/Indicators.aspx.

and partnership as the motives which must be evaluated in the[ 3 ] Nielsen Global Consumer Report, “Global Trends in Online

オンライン口込みの手段に関する分析
京都情報大学院大学

徐 ゼン陽

劉榕

教授 高 弘昇

要旨：急速に拡大されていくインターネットショッピングにコミ手段として予想されるものはいま大きな話題になっている

Shopping”, Nielsen Online, 2009おいて，現在話題になっている一つのイシューは口コミである。

口コミサイトやソーシャルネットワークサービスであると判断

We think that these six evaluation factors can be used in

at http://www.nielsen.com/us/en/insights/reports-downloads

しかしながら，オンライン口コミの効果については明確な評価している。

real e-business marketing strategy. However, it is very difficult

evaluation of an e-customer's behavior value.

[ 4 ] Hong Seung Ko, Tomoko Shikama, Yuuhi Sai, and Kenができず，セキュリティ側面，信用性側面，偽口コミ等の問題

しかしながら，これらの手段においても一般的に様々な問題

for a company exactly pick up a most valuable e-customer

Niho, “Verification for the Effectiveness of the Strategic

が口コミ効果に対する評価を薄めている。さらに，オンライン点が存在していると指摘されている。まず，ネット掲示板をめ

to be retained by applying these six evaluation factors soley.

e-Customer Relationship Marketing Model by the Validity

環境における口コミに対する ROI を予測するのは不可能に近ぐっては，よく特定の企業・商品・サービスに対する誹謗中傷

Because, what we proposed is the motive which evaluates an

Analysis”, Proceedings of First ACIS/JNU International

いため，一般的にオンライン口コミの効果をほぼ無視しているが書き込まれるというマイナス面が強調されている。特に匿名

e-customer's behavior value and it is not how to pick up the

Conference on Computers, Networks, Systems, andと言われている。このような状況は主にオンライン口コミを展

制の掲示板は公開度（掲示板が誰でも閲覧可能かどうか）が高

most valuable e-customer in an e-business. In order to makeIndustrial Engineering, Jeju Island, Korea, May, pp.375-381,

開している手段がもたらす大きな要因に起因する。

まれば，消費経験のない憶測が書き込まれる可能性が高くなる

clearer the measurement to single out the most valuable2011

e-customer by the evaluation of an e-customer's behavior[ 5 ] Hong Seung Ko, and Tomoko Shikama, “ The Strategic

value, a study such as development of evaluating factor that

e-Customer Relationship Marketing Model for retaining

is more segmented, and establishment of a life time value

customers on online”, Journal of NAIS Vol.7, No.1, pp. 37-44,

formula of e-customer using evaluation factors are needed

2012[11]. We think that as these studies are advanced, a marketing

IT media Inc. 2009

practically.

rfm.html

in e-business marketing model study in the future.

と考えられる。その結果，ネット掲示板の発言は根拠がない消費経験が増えつつ，口コミ手段として顧客獲得の効果がほとん

効率的な活用アプローチについて考察する。

どないと判断できる。ただし，匿名で発言することは顧客の本音が話しやすく，他の顧客の消費行動を参考する価値があるのはじめにで，完全に撤廃する必要がないと言われている。
また，企業の商品・サービスなどを紹介するブログでは，成[ 6 ] @IT Information Management Glossary, “RFM Analysis”,

strategy in an e-business is established, and can be developed
We confirm that this paper provide the broad research area

よってわれわれはオンライン口コミの手段について分析を行い，その問題点を明らかにすることでオンライン口コミ手段のオフライン環境において口コミは，顧客獲得の効果が高いだ

果報酬型でお小遣いを稼ぐ「偽口コミ」が増えている。ブログ

けではなく，同時にコストがほぼ掛からない一般的なマーケテに関する情報提供サイト「ブログファン」の統計 [2] によると，[ 7 ] Nakato Hirakubo, “Consumer Behavior”, Diamond Inc. 2005

ィング手段として知られている。その上，急速に拡大されてい毎月に約 170 万人が成果報酬型のブログを更新していること[ 8 ] Na Li ,Ping Zhang, “Consumer Online Shopping Attitudes

るオンライン環境において顧客を獲得する有効なマーケティンがわかる。成果報酬型のブログは顧客の欲求を重視せずに盲目グ手段として注目され，研究対象の課題となっている。

的に更新するため，口コミの発生源の信頼性に関する問題点がat http://www.atmarkit.co.jp/aig/04biz/

And Behavior”, Pro ceeding of the 8th Americas

オ ン ラ イ ン の 口 コ ミ 環 境 に つ い て， 村 本 理 恵 子 [ １] は大きくなる可能性があると考えられる。さらに，日本総務省のWeb2.0 時代に入って以来，ブログなどを通じてユーザー達が調査 [3] によると，2006 年の 3 月にすでにブログの参加者が[ 9 ] GLOBIS MBA, “The beginning of management, The 8th

誰でもインターネットサイトで発言できるようになったと述べ

686 万人と拡大の一途をたどっているが，その多くのブログで，Thinking the Customer retention Marketing”, GLOBIS.JP, 2009ている。また，情報技術の発展により顧客の口コミはブログや複数の情報が混雑されているため，まとまった適合な情報を得

at http://www.globis.jp/788

SNS メディアなどの多種多様の形で伝播できるようになった。

ることは非常に難しいと思われる。つまり，ブログにおいて口[10 ] Deborah Roedder, Barbara Loken, KyeongHeui Kim, and，

この変化に従って，従来の口コミは一対一タイプで伝わっていコミの影響は薄くなってしまうと判断されている。

Alokparnabasu Monga,“Brand Concept Maps: A Methodology

たが，オンライン口コミはネットワークタイプで以前より数倍

その上，現在，大きな話題となっているソーシャルメディア

for Identifying Brand Association Networks”, Journal of

以上のスピードで不特定多数を対象に伝播することが可能にな

はグローバル的に人との繋がりが可能なネットワークを持ってMargeting Research, Vol.43, No.4, pp.549-563, 2006

った。簡単に言い換えるとオフラインの口コミ伝播をチェーンいると言われるが，見知らぬ人とのコミュニケーションに不安[ 1 1 ] Arthur M.Hughes, “Strategic Database Marketing; Theに例えると，オンライン口コミの場合は網上での伝播であるとや不信感をもたらす問題点を抱えている。さらに，激増されてMasterplan for Starting and Managing a Profitable Customer

言える。つまり，オンライン口コミは視聴率が非常に高くなりいる架空アカウントや SNS スパムなどが SNS コミュニティのBased Marketing Program”, McGraw-Hill, 2000

つつ，企業の宣伝またはブランティング，顧客獲得にも非常に不信感を増長させ，ネット口コミの伝播の阻害要因となっていよい効果をもたらすと考えられる。

るのも事実である。

Conference on Information Systems (AMCIS), Dallas, TX,
August, 2002

現在，インターネットの環境において口コミの手段として主に使われているものは電子メール，ネット掲示板，ブログ，

本論文はオンライン環境における口コミ手段の問題を中心にSNS メディア等がある。この中で，インターネットショッピン

事例を分析し解決案を考察する。本論においてはまず，ネット

グでのネット掲示板または個人ブログは革命的にオンライン顧

掲示板での口コミ効果を強化する方案について考える。次に，

客の購買関連及び商品関連意見を可視化した。その結果，イン

ブログと SNS メディアの口コミ効果を強化する方法について

ターネットショッピングでの商品に対する口コミは直ちに見え考察する。主に企業側からの戦略について考えていく。つまり，

るようになり，顧客獲得の効果を出していると考えられる。村急変するビジネス環境において企業にオンライン口コミ効果を

本理恵子 [1] によると，現段階のインターネットショッピング

もたらす方法について検討していく。

における口コミ手段は約四割がネット掲示板とブログを中心に展開されていると考えられる。しかしながら，今後，有効な口2829