関西ベンチャー学会誌

第 10 号

研究論文

Consideration of Impact about Innovativenesson Consumer and Entrepreneur
Kazuhide Namba
FP Technician
Key words: Innovativeness, consumer behavior, entrepreneurial orientation, innovation
1.Introduction

emotional innovativeness in two dimensions " . About

The realizat ion of innovat ion has become
increasingly important in recent years, but a lot offactors are related to realization. For example, it isnecessary to create new values themselves, and a
new way of thinking is needed. Human resourcesand organizations that play a wide range from value
creation to market provision are also important.
It is also important to disseminate developed
products, but the complexity of dissemination isstated 1) 2). With regard to popularization, differencesin consumer attributes and psychology in the
diffusion process also affect, and for innovative
products and services, it is necessary to consider the
innovativeness of targeted consumers. For humanresources who are responsible for a wide range fromvalue creation to market offering, it is necessary toconsider the characteristics of human resources who

the factor structure it is stated as "As the two factorsof innovative innovativeness, we measure the desire
for cognitive experience and sensory experience, andthe following factor structure is clarified using theexperimental data". The factor structure mentioned iscited and is shown below.
· Externally sensory innovativeness: tendency to like(dislike) active and physical participation in thrilling
behavior· Internal sensory innovativeness: tendency to prefer(dislike) experiences of unusual dreams, fantasies,
and emotions generated inside· Externally cognitive innovativeness: a tendency
to prefer (dislike) finding new facts or things andlearning how to handle new things. It is a concept oflikes and dislikes about newly learned things.

are oriented toward entrepreneurship.

· Internal cognitive innovativeness: a tendency

2.Previous researchthat focus on descriptive principles and cognitive

to prefer (dislike) unusual cognitive processes

In this section we will quote previous researchand describe consumer innovativeness 3). About
consumer innovativeness it is stated as "The firstpoint is that there is no direct relationship between
general consumer innovat iveness and usage
behavior and it is mediated by several stages. The
second point is the degree of abstraction and it ispossible to predict explorative behavior by general
consumer innovativeness by grasping the highinnovativeness of cognitive innovativeness andschemes. It is related to the tendency toward likes
and dislikes.
Based on the results of previous studies, wehave assumed that we can assume two dimensionsof innovativeness in the cognitive aspect andinnovativeness in the sensory / emotional aspect asprevious studies mentioned earlier 3). However, it can
not be said that there are many demonstration results
targeting usage behavior of concrete products andservices in recent years. In particular, there is little－ 27 －

関西ベンチャー学会誌

第 10 号

evidence of the usage behavior and innovativenessbehavior that creates new things beyond theof services that correspond to experiences in recent

framework of actions adopted by new things .

years, rather than the product itself provided by

In order to verify this hypothesis, we clarify theconventional manufacturing industry.

relationship between entrepreneurial orientation andIn the previous research on the service, theinnovation.

viewpoint of the service and the characteristics of

The hypothesis in this research is as follows.

the service, "From the service point of view, there are[Hypothesis 1] There is a correlation between thefour perspectives of trading, enterprises, industries,

innovation of consumers and the adoption behavior

policies, service characterist ics are useless,of services corresponding to experiences in recent

inseparable, variable, consumable four characteristics

years.

"are shown.

[Hypothesis 2]

4)

In this way, it is necessary to consider

different viewpoints and characteristics from theIf the innovation as a consumer is high,product.

entrepreneurial orientation will also increase.
We examine these hypotheses using a questionnaire

3.Hypothesis and purpose of research

survey and examine the verification results. The

We investigate the relationship between
innovativeness and usage behavior described in
the previous research for specific subjects. We will
clarify the relationship between innovativeness andusage behavior, especially for services of recent
years, for experiences rather than product alone.
Regarding target services, relaxation services thatare not in the early stage of dissemination but inservice corresponding to experiences has been
increasingly important as the object of innovationin recent years. Entrepreneurial talent is important
for realizing innovation. Therefore, depending on
hypothesis verification and consideration, the relationand influence of innovativeness and innovation
realization are considered.

the middle of development of dissemination are

4.Questionnaire Survey(relaxation business)targeted. The reason for targeting the relaxation

4-1 Relaxation businessservice is because the degree of diffusion at theIn this section, we quote previous researchpresent time is not saturated and is not at theand describe the relaxation business 5). The risevery beginning of popularization but has becomein the relaxation business seems to be based onmoderately popularized and it is possible to reduce“the progress of a stress society to be said in thethe influence of the investigation due to the spreadstreet and the rise in consumption from "goods"of popularization is there. Secondly, it meets theto "Experience", and similar tendencies are seen

characteristics of the service. When relaxation

throughout the country. "The characteristics ofservice is compared with the characteristics of therecent years are stated.

service described above, conformity is considered

About the definition of the relaxation industry

to be satisfied because it corresponds to the"The" relaxation industry "is defined as" a businessfour characteristics of uselessness, indivisibility,

establishment that performs treatment to relieve

variability, and consumable.

mental and physical tensions using hands. "In addition, although innovativeness is targeted"Body care that is classified as" relaxation industry

to consumers' usage behavior, this research sets

"plays a central role in relaxation business. Body carehypothesis that innovativeness will influenceis stated as "using a procedure other than similar－ 28 －

関西ベンチャー学会誌

第 10 号

medical practice requiring national qualifications

Regarding rock bathing, "The bedrock bathing is abased on the so-called" Ahaki law "(law concerning

unique relaxation service of our country, the origin

an agricultural massage, straps, cucumbers, etc.)" .

of which is the Tamagawa Onsen in Akita Prefecture,"Aesthetic is the whole body beauty that was done

famous as a hot spring bath for the purpose offor the purpose of beauty such as beautiful face,recuperation and rest, is a thermal bath that lays

slimming, hair loss etc before, the aesthetic salon that

down on rocky ground with geothermal heat It is said

provides the service provides the healing functionthat there are also services unique to our country.

in addition to these beauty There are cases in many

As stated above, there are various kinds of relaxation

cases ",esthetic is described.

services, but the bodycare which can grasp the"Aromatherapy is a natural remedy that is trying totransition committee of market size is stated as

improve health and psychological troubles such as

follows." Body care is "15-minute massage" in Tokyo

stress and fatigue by making full use of the fragrance

in 1994 "Body care is" "Was opened and it is said

and ingredients of essential oil extracted from plantsthat it was originated. With stores located aroundand to promote health promotion and beauty,"

the station, downtown area and office town, it hasaromatherapy is described.

become popular because it can receive treatment"Reflexology eliminates body disorders such as

easily and in a short time, and in the 1990s many

health promotion, headaches, back pain, etc. bycompanies such as "Temomin", "Relax", "Raffiné" andstimulating blood circulation and activating theothers entered A market was formed. "It describes

body's metabolism by stimulating specific zones

the history and market formation of body care. Since

leading to organs and organs on the soles of the feetbody care has been steadily growing in this way, it

It is a treatment surgery to be done ", and reflexology

is appropriate as a subject of questionnaires for thisis described.

dissemination and body care was selected.

Regarding the spa, "Since natural hot springs

In this research, we question the questionnaire

spurt out in various places in our country, natural

survey on the year when we first offered services

remedies using hot baths have long been established,offered at " Temomin ", "Relax", "Raffiné" etc.

but in spa services that are offered at resort areas

mentioned in the previous research, and consider theand luxury city hotels etc. in recent years it is clear

relationship with innovativeness.

There is no clear definition” ,spa is described as noclear definition. It can be seen that there is also

4-2 Questionnaire outline

a classification with no definite definition for the

The contents of the questionnaire survey consists

relaxation service described above.

of survey 1 and survey 2. Survey 1 investigates the

In addition to yoga and bedrock bathing, as foryear in which the service provided by the relaxationyoga "Power yoga which was improved by adding

industry was first used. This survey 1 can grasp theelement of strength training to the yoga developed indegree of early adoption of target consumers. Survey

India originally, and burden on joints is reduced by

2 set questions on consumer innovativeness. We

doing in high room temperature and humidity , Yoga

set up questions corresponding to the four factors

is generally classified as hot yoga which promotesthat constitute consumer innovativeness clarified

metabolism by sweating a lot of sweat, "some ofin previous research. According to this survey 2,

which have been shown that some of the original

consumer innovativeness of target consumers canthings have developed.

be grasped. From the results of survey 1 and survey－ 29 －

関西ベンチャー学会誌

第 10 号

2, we clarify the relationship between consumer

1

2

3

4

5

6

7

8

9

innovativeness and usage behavior.
Q4: Do you like the unusual cognitive process that-Questionnaire contents-

focused on explanatory principles and cognitive

Survey method: Internet research (nationwide)

schemes?

Implementation time: January 27 - January 28, 2017

(Do you like to think newly?)

Target attribute: 15 years old and overCollection method: Internet input method to survey← I do not like it

table

1

2

I like it →

3

4

5

6

7

8

9

Number of valid samples: 53
4-3 Questionnaire result-Survey item-

From the questionnaire results, we could derive[Survey 1]

a multiple regression equation expressing the

Q: How long have you been using services provided

relationship between the four factors that constitutefor the first time by the relaxation industry? (Quick

consumer innovativeness and usage behaviors. The

massage performing treatment using hands such as "multiple regression equation obtained is shown.

Temomin " "Relax" "Raffine")

Rapid use of services offered by relaxation industry(how many years passed since 2008)

1

2

3

4

5

6

7

8

9

= 0.39 X Q1 - 0.11 X Q2 + 0.07 X Q3 - 0.03 X Q4 +2009 2010 2011 2012 2013 2014 2015 2016 unused[Survey 2]

2.78
The questionnaire result information is shown in

Q1: Do you like active and physical participation in

Table 1 and Table 2.

thrilling behavior? (Do you like to participate in new

Table 1 Analysis analysis of varianceexperiences?)← I do not like it
1

2

3

I like it →
4

5

6

7

8

9

Q2: Do you like experiences of unusual dreams,
fantasies, and emotions generated on the inside?

Regression
Residual
error
total

(Do you like to imagine a new experience?)← I do not like it
1

2

3

5

6

7

8

9

Q3: Do you like finding new facts or things andlearning how to handle new things?( Do you like tolearn newly?)← I do not like it

Vari
ance

Dispersion

Disper
sion

Ratio
Signi
ficance F

4

41.0

10.3

3.1

0.03

48

161.4

3.4

52

202.5

Table 2 Coefficient table

I like it →4

DegreeoffredomcoefficientIntercept
Q1
Q2
Q3
Q4

2.779
0.387
-0.1090.070-0.033Standard
error

0.836
0.134
0.149
0.183
0.157

t

P-value

3.324
2.890
-0.7290.381-0.212

Regression statistics are as follows.
I like it →Multiple correlation R: 0.45

－ 30 －

0.002
0.006
0.470
0.705
0.833

関西ベンチャー学会誌

第 10 号

Heavy determination R2: 0.20
Correction R2: 0.14

-Questionnaire contents-

Standard error: 1.83

Survey method: Internet research (nationwide)

Number of observations: 53

Implementation time: September 9 - September 16,
2016

4-4 Consideration

Target attributes: 20 years and over

Discuss the results of questionnaire on relaxation

Collection method: Internet input method to survey

service.

table· The obtained multiple regression equation

Number of valid samples: 86

Rapid use of services offered by relaxation industry(how many years passed since 2008)-Survey item-= 0.39 X Q1 - 0.11 X Q2 + 0.07 X Q3 - 0.03 X Q4

Q1: Do you like active and physical participation in+ 2.78thrilling behavior? (Do you like to participate in new· Although correction R2 = 0.14, it is considered thatexperiences?)the trend can be referenced because the object is notnatural science but social science.

← I do not like it· Analysis accuracy is significant at significance level

1

2

3

I like it →
4

5

6

7

8

9

0.05 (reliability 95%).
· The extrinsic sensory innovativeness (Q1) is more
influential than the t value. The other Q2, Q3 and Q4

Q2: Do you like experiences of unusual dreams,

have small influence because the t value is small.

fantasies, and emotions generated on the inside?
(Do you like to imagine a new experience?)

As a result of the questionnaire survey above, thetendency of correlation tends to be seen although← I do not like it

R2 = 0.14 for recruitment behavior and consumer

1

2

3

I like it →
4

5

6

7

8

9

innovativeness of relaxation service, and theinfluence of external sensory innovativeness (Q1) is

Q3: Do you like finding new facts or things andgreat.

learning how to handle new things?( Do you like tolearn newly?)

5.Questionnaire

Survey(entrepreneurial orientation)← I do not like it
1

2

3

I like it →
4

5

6

7

8

9

5-1 Questionnaire outline
Questionnaire survey contents set up questions

Q4: Do you like the unusual cognitive process that

corresponding to the four factors that constitutefocused on explanatory principles and cognitive

consumer innovativeness clarified in the previous

schemes?

research, and at the same time questions of(Do you like to think newly?)

enthusiasm for motivation were set. This survey
will clarify the relationship between consumer← I do not like itinnovativeness and entrepreneurial orientation.

1－ 31 －

2

3

I like it →
4

5

6

7

8

9

関西ベンチャー学会誌

第 10 号

Standard error: 2.39
Q5: How much will you want to start a business inObserved: 86

the future?
5-3 Consideration
Discuss the results of questionnaire on entrepreneur← I do not want to start a business
1

2

3

I want to start a business →motivation.

5· The obtained multiple regression equation

4

6

7

8

9

Motivation for entrepreneurship
5-2 Questionnaire outline= 0.31 X Q1 + 0.06 X Q2 - 0.18 X Q3 + 0.69 X Q4 -From the questionnaire results, we could derive

0.69

a multiple regression equation expressing the· Analysis accuracy is significant at the significancerelationship between the four factors that constitutelevel 0.01 (reliability 99%).

consumer innovativeness and entrepreneurial· Externally sensory innovativeness (Q 1) and internalmotivation. The multiple regression equation

cognitive innovativeness (Q 4) are more influential

obtained is shown.

than t values.
As a result of the questionnaire survey above,

Motivation for entrepreneurship= 0.31 X Q1 + 0.06 X Q2 - 0.18 X Q3 + 0.69 X Q4 -start-up motivation
Although R2 = 0.35 for consumer innovation,

0.69

there is a tendency of correlation, and the influence
The questionnaire result information is shown in

cognitive innovation (Q4) is great.

Table 3 and Table 4

6.Hypothesis verification result

Table 3 Analysis analysis of variance

Regression
Residual
error
total

DegreeoffredomVari
ance

Dispersion

Disper
sion

Ratio
Signi
ficance F

4

288.6

72.1

12.7

4.7E-08

81

461.0

5.7

85

749.5

coefficient

-0.69
0.31
0.06
-0.18
0.69

Standard
error

0.88
0.13
0.15
0.21
0.19

Heavy determination R2: 0.39
Correction R2: 0.35

verify the following hypotheses.
[Hypothesis 1]
There is a correlation between the innovation ofcorresponding to experiences in recent years.

t[Hypothesis 2]
P-value

-0.77
2.41
0.45
-0.85
3.65

Regression statistics are as follows.
Multiple correlation R: 0.62

In this research, we used the questionnaire survey toconsumers and the adoption behavior of services

Table 4 Coefficient table
Intercept
Q1
Q2
Q3
Q4

of external sensory innovation (Q1) and internal

0.44
0.02
0.66
0.40
0.00

If the innovation as a consumer is high,entrepreneurial orientation will also increase.
As a result of the hypothesis verification, as forthe hypothesis 1, There was a correlation between
consumer innovation and the recruitment behaviorof the relaxation service provided by the service
industry, and the hypothesis was supported. As forthe hypothesis 2, if consumer innovativeness is high,entrepreneurial orientation is also high, and the
hypothesis was supported－ 32 －

関西ベンチャー学会誌

7.Conclusion

第 10 号

From these results, it became clear that, firstly,

Consumer innovativeness is a concept to
express psychological and behavioral tendenciesof consumers who affect the usage process ofinnovativeness. In accordance with the results ofexisting research innovativeness and sensory /emotional aspects in cognitive aspects It is shownthat it is possible to assume two dimensions ofinnovativeness, but it can not be said that there
are many demonstration results targeting concrete
usage behavior. In particular, there is little evidenceof recent service usage behavior and consumer
innovativeness provided by the service industry that
corresponds to what you experience, not the productprovided by the conventional manufacturing industry
alone. In addition, although consumer innovativenessis targeted to consumers' usage behavior, few
studies are targeted on behaviors that create newones through entrepreneurship beyond the usage
behaviors of new ones

consumer innovativeness can be applied to theservice provided by the service industry in the courseof recent years' things to experience. This could
show that consumer innovativeness can be appliedeven to experiences experienced in recent years inwhich innovation has become high.
Second, although consumer innovation was
regarded as a recruitment behavior by consumers,
there is a possibility that not only actions ofadopting new things but also actions oriented
towards entrepreneurship to create new ones can be
expanded It has been shown. In this way, it became
clear that consumer innovation affects consumers
and entrepreneurs .
The limit of this research is that the services
provided by the service industry are limited to theservices provided by the relaxation industry, and it isa small sample.

Based on this background, this study was conducted

References

to verify the following hypothesis.

1)Everett Rogers.(2007) Innovation Diffusion,
SHOEISHA.

[Hypothesis 1]

2)Geoffrey A.Moore.(2013) Chasm Ver 2,

There is a correlation between the innovation of
consumers and the adoption behavior of services
corresponding to experiences in recent years.

SHOEISHA.
3)Masashi Akimoto.(2005)"Factors influencing innovation adoption behavior of consumers" Waseda
University Industrial Management Institute Indus-[Hypothesis 2]

trial Management, No. 37, pp. 39 – 54.

If the innovation as a consumer is high,entrepreneurial orientation will also increase.

4) Masato Shoji.(2017)" Viewpoint of service andbusiness logic: Consideration on relationship between service exchange and engagement " Pro-As a result of the hypothesis verification, as forthe hypothesis 1, There was a correlation between

ceedings of the 50th Annual Meeting of the Japan
Society for Business Diagnostics, pp.17 - 20.

consumer innovation and the recruitment behavior

5)Local Regional Economic Research Institute(2014)of the relaxation service provided by the service"Relaxation Business Requiring Industry Establish-

industry, and the hypothesis was supported. As forment with Growth - Current Status and Issues of

the hypothesis 2, if consumer innovativeness is high,Relaxation Business" Kumamoto Regional Econom-

entrepreneurial orientation is also high, and the

ic Information.

hypothesis was supported（Peer-reviewed. 査読論文）－ 33 －