Hiroshi Koga Kansai University Faculty of Informatics Data Mining Applied Research Center 20130709 The 3rd Asian Privacy Scholars Network ID: 814416
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Does the Change of Consumer Behavior Caused by Social Media Change Business Organizations’ Personal Information Handling?
Hiroshi Koga Kansai University Faculty of Informatics Data Mining Applied Research Center
2013/07/09
The 3rd Asian Privacy Scholars Network
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The Third Asian privacy Scholars Network Conference
Panel 9: Privacy Awareness and Readiness in Society
Slide2People who hide the privacy information by Street View of Google2013/07/09
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Slide30. OUTLINEINTORDUCTION and OBJECTIVEConsumer Behavior
ProcessAMTUL and Personal InformationAISAS and personal InformationCONCLUSION2013/07/09The 3rd Asian Privacy Scholars Network3
Slide41-1. INTRODUCTIONIt is alleged that the advent of the search economy and the development of Internet communities and online advertising have transformed consumer behavior.
Dentsu(電通), a leading advertising company in Japan, insists that the behavior has shifted from AIDMA (Attention, Interest, Desire, Memory, and Action) to AISAS (Attention, Interest, Search, Action, and Share). Furthermore, due to the proliferation of social media, consumer behavior is allegedly being changed into SISP (Sympathy, Interest, participation, and Share & Spread). 2013/07/09The 3rd Asian Privacy Scholars Network
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Slide51-2. INTRODUCTIONThis means that business organizations may now urgently be required to review and revise their ways of collecting, processing and using consumers' personal information in accordance with the changing consumer behavior, and the revision would bring about a new phase of the abuse/protection of personal information and privacy.
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Slide62. OBJECTIVEIn this study, I’d like to investigate whether the changing consumer behavior has changed business organizations' ways of handling personal information.
The implications of recent online marketing activities including Frequent Shoppers Program for personal information and privacy protection will be considered as part of this study.2013/07/09The 3rd Asian Privacy Scholars Network6
Slide73. Consumer Behavior ProcessAIDMA
Attention → Interest → Desire → Memory → Action AMTULAttention → Awareness →
Memory →
Trial →
Usage → L
oyaltyAISASAttention
→
Interest
→
Search
→
Action
→
Share
SIPS
Sympathy
→
Interest
→
participation
→
Share
& Spread
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Slide84-1. AMTUL and Personal data2013/07/09
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Slide94-2. AMTUL and CRM/FSP
Customer bonding/ IntimacyMaximize Life Time ValueFrequent Shoppers ProgramRFM analysisRecency, Frequency, ManetaryMarket Basket Analysis Lift value, Confidence valueEconomy is emphasized!2013/07/09
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Slide104-3. Case study: Target 1/32013/07/09
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Slide114-4. Case study: Target 2/3
As Target’s computers crawled through the data, he was able to identify about 25 products that, when analyzed together, allowed him to assign each shopper a “pregnancy prediction” score. More important, he could also estimate her due date to within a small window, so Target could send coupons timed to very specific stages of her pregnancy.2013/07/09
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Slide124-5. Case study: Target 3/3
Earlier a father had stormed into a store near Minneapolis and complained to the manager that his daughter was receiving coupons for cribs and baby clothes in the mail.After, he finds himself in the uncomfortable position of having to apologize to a Target employee. Emphasis on excessive economy cause privacy issues2013/07/09The 3rd Asian Privacy Scholars Network
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Slide134-6. The Pitfall of FSPEmphasis on excessive economyPurchaser (customer) to sell your personal information
Retailers seek the economic relationship.Commitment and trust is the keyword of the bonds does not come out.Currency Crisis in FSP2013/07/09The 3rd Asian Privacy Scholars Network
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Slide144-7. Currency Crisis in FSP
Accounting Standards In JapanNo provision of the point systemHowever, the point is debt.There is a need for provision.Act on Settlement of Fund; 資金決算法2009 JapanOrdinance on Security Deposit for Issuance of Prepaid Payment InstrumentCurrently, the point is excluded.
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Slide155-1. AISAS and Personal DataSearch and ShareReal Price, Experience,
Complaint and so on.People to provide personal information actively.People want to show their ideas.2013/07/09The 3rd Asian Privacy Scholars Network15
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Slide175-3. Case Study: COOKPAD 1/4COOKPAD is Japan’s top recipe site allowing visitors to upload and search through original, user-created recipes. Currently being used by almost 80-90% of all Japanese women in their 20-30s, COOKPAD has become an essential tool in enabling families to enjoy cooking across Japan. As of July 2012, COOKPAD had a total of 20 million users and more than 1.2 million registered recipes
. (From http://info.cookpad.com/en/service)2013/07/09The 3rd Asian Privacy Scholars Network
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Slide185-4. Case Study: COOKPAD 2/42013/07/09
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Slide195-5. Case Study: COOKPAD 3/4
COOKPAD adopts cooperation strategy with real store.With 7 Supermarket chain (462 nationwide stores)2013/07/09The 3rd Asian Privacy Scholars Network
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Slide205-6. Case Study: COOKPAD 4/4COOKPAD
was realize the matching the COOKPAD ID and membership card (shopping card).As a result, such as sales promotion in the shop and service development using the purchase history has become possible.2013/07/09The 3rd Asian Privacy Scholars Network
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Slide215-7. Beyond The Pitfall of FSPcustomers are in favor of the disclosure of personal information, such as ID.
Personal information is not exchanged as currency.personal Information added new value come back customer. Bonding beyond economy has been built. ○ Desire to achieve a better life × Desire to make shopping
cheaper
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Slide226. COCLUSIONAMTUL is focus on customer loyalty.
But, paradoxically, royalties implies value beyond the monetary, is told only economic value there.Personal information is regarded as moneyData analysis can lead to privacy issues.In AISAS, something beyond the monetary value is being talked about.The inside of the community, the content associated with the personal data has been shared, it appears likely to cause privacy issues so low.2013/07/09
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Slide237. ACKNOWLEGEMENT
Thank you for your attention!
A part of this research was supported by the Ministry of Education, Culture, Sports, Science and Technology as a Support Project for Strategic Collaboration between Private Universities (2009-2013
).
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