{"created":"2023-05-15T12:19:12.585337+00:00","id":9389,"links":{},"metadata":{"_buckets":{"deposit":"51d59daf-9ea7-4b05-b5f2-20ee7ec7b8c3"},"_deposit":{"created_by":1,"id":"9389","owners":[1],"pid":{"revision_id":0,"type":"depid","value":"9389"},"status":"published"},"_oai":{"id":"oai:kansai-u.repo.nii.ac.jp:00009389","sets":["528:1385:1386:1404"]},"author_link":["18680","18681"],"item_10_alternative_title_20":{"attribute_name":"その他のタイトル","attribute_value_mlt":[{"subitem_alternative_title":"A study on occurrence of need for a product-category : toward richer understanding in macro minds of the society"}]},"item_10_biblio_info_7":{"attribute_name":"書誌情報","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"2006-03-30","bibliographicIssueDateType":"Issued"},"bibliographicIssueNumber":"3","bibliographicPageEnd":"172","bibliographicPageStart":"155","bibliographicVolumeNumber":"37","bibliographic_titles":[{"bibliographic_title":"関西大学社会学部紀要"}]}]},"item_10_description_4":{"attribute_name":"概要","attribute_value_mlt":[{"subitem_description":"マクロ・マーケティングにおける理論命題「ある製品カテゴリー・ニーズはいかに生成されるか」に関して、本稿では電子レンジを事例として取り上げ、その普及過程上の導入期における新聞広告表現を手掛かりに考察を行う。もとよりイノベーション(革新的アイディア)普及のダイナミズムの事例考察としては、限られた資料に基づく考察ではあるが、先行研究の枠組み、知見を援用することを通じ、「革新的な財が、売り手の提案によって何の抵抗もなく、そのままの便益を持つ財として理解・受容され人々の生活の中に取り入れられた」とするような「技術決定主義」的な表面的イノベーション理解を相対化する。イノベーションが社会と技術の相対的な関係の中で定まることと、製品カテゴリー・ニーズが普及に促進的な力と抵抗する力が動態的に均衡する際に生成されることは、同時に決定される認識を導く。","subitem_description_type":"Other"},{"subitem_description":"In the context of macro-marketing research, 'why and when demand for a particular product category emerges?' are important theoretical questions. The author tried to answer these questions through original observations on the diffusion of microwave ovens among Japanese households, via a survey of newspaper advertisements. The contribution of this paper is a criticism of the naive understanding, technology-defined-social-diffusion, based on those observations. The reasons why and when demand for a particular product category emerges are due to both technological and social innovations, leading to a dynamic equilibrium between the power of promotion and resistance to acceptance of the product.","subitem_description_type":"Other"}]},"item_10_full_name_3":{"attribute_name":"著者別名","attribute_value_mlt":[{"nameIdentifiers":[{"nameIdentifier":"18681","nameIdentifierScheme":"WEKO"}],"names":[{"name":"Mizuno, Yutaka"}]}]},"item_10_publisher_34":{"attribute_name":"出版者","attribute_value_mlt":[{"subitem_publisher":"関西大学社会学部"}]},"item_10_source_id_10":{"attribute_name":"書誌レコードID","attribute_value_mlt":[{"subitem_source_identifier":"AN00046982","subitem_source_identifier_type":"NCID"}]},"item_10_source_id_8":{"attribute_name":"ISSN","attribute_value_mlt":[{"subitem_source_identifier":"02876817","subitem_source_identifier_type":"ISSN"}]},"item_10_version_type_17":{"attribute_name":"著者版フラグ","attribute_value_mlt":[{"subitem_version_resource":"http://purl.org/coar/version/c_970fb48d4fbd8a85","subitem_version_type":"VoR"}]},"item_creator":{"attribute_name":"著者","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"水野, 由多加"}],"nameIdentifiers":[{}]}]},"item_files":{"attribute_name":"ファイル情報","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_date","date":[{"dateType":"Available","dateValue":"2019-05-22"}],"displaytype":"detail","filename":"KU-1100-20060330-05.pdf","filesize":[{"value":"1.0 MB"}],"format":"application/pdf","licensetype":"license_note","mimetype":"application/pdf","url":{"label":"KU-1100-20060330-05.pdf","url":"https://kansai-u.repo.nii.ac.jp/record/9389/files/KU-1100-20060330-05.pdf"},"version_id":"d812784f-7400-4819-b20f-d34914c78adc"}]},"item_keyword":{"attribute_name":"キーワード","attribute_value_mlt":[{"subitem_subject":"関西大学","subitem_subject_scheme":"Other"},{"subitem_subject":"Kansai University","subitem_subject_scheme":"Other"},{"subitem_subject":"マクロ・マーケティング","subitem_subject_scheme":"Other"},{"subitem_subject":"イノベーション","subitem_subject_scheme":"Other"},{"subitem_subject":"普及","subitem_subject_scheme":"Other"},{"subitem_subject":"社会技術相対主義","subitem_subject_scheme":"Other"},{"subitem_subject":"製品力テゴリー・ニーズ","subitem_subject_scheme":"Other"},{"subitem_subject":"macro-marketing","subitem_subject_scheme":"Other"},{"subitem_subject":"innovation","subitem_subject_scheme":"Other"},{"subitem_subject":"diffusion","subitem_subject_scheme":"Other"},{"subitem_subject":"need for product category","subitem_subject_scheme":"Other"}]},"item_language":{"attribute_name":"言語","attribute_value_mlt":[{"subitem_language":"jpn"}]},"item_resource_type":{"attribute_name":"資源タイプ","attribute_value_mlt":[{"resourcetype":"departmental bulletin paper","resourceuri":"http://purl.org/coar/resource_type/c_6501"}]},"item_title":"カテゴリー・ニーズ生成のダイナミクス : マクロ・マーケティングの市場技術としての利用","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"カテゴリー・ニーズ生成のダイナミクス : マクロ・マーケティングの市場技術としての利用"}]},"item_type_id":"10","owner":"1","path":["1404"],"pubdate":{"attribute_name":"公開日","attribute_value":"2018-02-08"},"publish_date":"2018-02-08","publish_status":"0","recid":"9389","relation_version_is_last":true,"title":["カテゴリー・ニーズ生成のダイナミクス : マクロ・マーケティングの市場技術としての利用"],"weko_creator_id":"1","weko_shared_id":-1},"updated":"2023-05-15T19:36:05.419125+00:00"}