|
Position |
Associate Professor |
|
Research Field |
Humanities & Social Sciences / Commerce |
|
External Link |
|
|
|
|
Graduate School 【 display / non-display 】
-
Osaka City University Graduate School, Division of Administration Doctor's Course Completed
- 2017.3
Campus Career 【 display / non-display 】
-
KONAN UNIVERSITY Faculty of Business Administration Faculty of Business Administration Department of Business Administration Associate Professor
2023.4
-
KONAN UNIVERSITY Faculty of Business Administration Faculty of Business Administration Department of Business Administration Lecturer
2018.4 - 2023.3
Papers 【 display / non-display 】
-
Influence of the FOSHU (Food for Specified Health Use) seal on consumer purchase intention: from a brand perspective Reviewed
Shota Yabuno, Kei Sato, Koji Hara, Yuichi Mitsui, Tetsu Kobayashi
British Food Journal 2025.3
Publisher：Emerald
Purpose
This study examines the Food for Specified Health Uses (FOSHU) system in Japan, which features a unique certification logo (FOSHU seal) not present in other functional food systems and whose influence on consumer purchase intention remains unclear. Specifically, it aims to (1) examine the FOSHU seal’s influence on consumer purchase intention, (2) compare the effects of the FOSHU seal and health claims and (3) assess the impact of consumers’ perception of FOSHU, their FOSHU purchasing experience, and the perception of their gastrointestinal condition.
Design/methodology/approach
Data were collected from Japanese respondents through a questionnaire survey using conjoint measurements. Ordered multinomial logistic regression analysis was employed, with FOSHU seal, health claims, sugar-free and extra quantity labels as independent variables and ordered purchase intention as the dependent variable.
Findings
The results indicated that the FOSHU seal on functional food products positively influences consumer purchase intention, with health claims exerting a greater influence than the FOSHU seal. Additionally, purchase intention is positively affected when consumers perceive the FOSHU seal as a mark of authenticity.
Originality/value
This study is novel in two respects. First, it extends brand research, which has traditionally focussed on corporate and product brands, to certification marks, demonstrating their effect on purchase intention. Second, creating similar logos for functional foods beyond those for specified health uses in Japan or in similar systems in other countries could improve purchase intentions. -
消費者は保健機能食品をどのように評価しているのか？ ー商品レビューデータを用いた探索的検討ー
佐藤圭, 原広司
甲南経営研究 64 ( 3・4 ) 93 - 114 2024
-
特定保健用食品の便益遅延性認知による製品評価への影響に関する実証分析
三井雄一, 小林哲, 佐藤圭
西南学院大学商学論集 70 ( 1・2・3・4 ) 19 - 38 2024
-
Effects of Gain-Loss Frames on Purchase Decisions of Foods for Specified Health Uses Reviewed
4 ( 1 ) 3 - 10 2023
Prevention of lifestyle-related diseases has become a major issue in Japan and other developed countries. The Food for Specified Health Use (FOSHU) system is a policy implemented in Japan to promote health through economic activities. In prevention of lifestyle-related diseases and promotion of health, it has been observed that frames in behavioral economics and nudges can promote health activities. In this study, this finding was used to evaluate FOSHU and to determine whether gain frames influence purchase decisions using a stratified randomized control trial. The results indicated that gain frames enhance willingness to pay more than loss frames. However, there was no influence of frames on purchase decisions. Gain frames were found to increase subjective value, but further validation is required to determine their influence on promoting a purchase. A new approach encompassing behavioral economics, nudges, and marketing is important to study FOSHU, which aims to promote health through economic activities.
-
マーケティングにおけるテキストデータを用いた感情の測定手法に関するレビュー
佐藤圭
甲南経営研究 63 ( 2 ) 29 - 48 2022
Books and Other Publications 【 display / non-display 】
-
新時代の経営学
佐藤圭 甲南大学経営学会編（ Role： Joint author , 第17章「日本における消費者行動の研究動向 −テキスト分析を援用した検討−」）
千倉書房 2022
Presentations 【 display / non-display 】
-
ゲイン・ロスフレームが特定保健用食品の購買意思決定に及ぼす影響
原広司, 佐藤圭, 小林哲
マーケティングカンファレンス2022
Event date： 2022.10
-
教育サービスにおける便益遅延現象に関する探索的考察
小林哲, 佐藤圭
日本商業学会関西部会例会
Event date： 2021.6
-
トピックモデルを用いた消費者セグメントと製品カテゴリの分析
佐藤圭
日本商業学会第9回全国研究報告会
Event date： 2019.12
-
トピックモデルを用いた顧客セグメントによる製品カテゴリ認知に関する考察
佐藤圭
消費者行動研究コンファレンス
Event date： 2017.10
-
ソーシャルネットワークと生産性の関係
佐藤圭
人工知能学会全国大会（第27回）
Event date： 2013.6
Academic Awards Received 【 display / non-display 】
-
ベストオーラルペーパー賞
2022.10 日本マーケティング学会
原広司, 佐藤圭, 小林哲
-
第17回JACS論文プロポーザル賞優秀賞
2017.10 日本消費者行動研究学会
佐藤圭
Grant-in-Aid for Scientific Research 【 display / non-display 】
-
特定保健用食品に対する購買行動とその消費経験が健康行動に与える影響に関する考察
2022.4 - 2025.3
JSPS Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research(C)
小林哲, 三井雄一, 佐藤圭, 原広司
Authorship：Coinvestigator(s)
-
テキストマイニングの手法を活用した有価証券報告書の実態分析および実証分析
2020.4 - 2023.3
JSPS Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research(B)
伊藤健顕, 金鉉玉, 矢澤憲一, 佐藤圭, 廣瀬喜貴
Authorship：Coinvestigator(s)