{"created":"2023-06-19T10:30:28.894026+00:00","id":10918,"links":{},"metadata":{"_buckets":{"deposit":"26a10e17-b174-47bc-a3b2-0c2ccd3055a8"},"_deposit":{"created_by":18,"id":"10918","owners":[18],"pid":{"revision_id":0,"type":"depid","value":"10918"},"status":"published"},"_oai":{"id":"oai:muroran-it.repo.nii.ac.jp:00010918","sets":["41:227"]},"author_link":["59385"],"item_81_date_granted_17":{"attribute_name":"学位授与年月日","attribute_value_mlt":[{"subitem_dategranted":"2022-03-23"}]},"item_81_degree_grantor_10":{"attribute_name":"学位授与機関","attribute_value_mlt":[{"subitem_degreegrantor":[{"subitem_degreegrantor_language":"ja","subitem_degreegrantor_name":"室蘭工業大学"},{"subitem_degreegrantor_language":"en","subitem_degreegrantor_name":"Muroran Institute of Technology"}],"subitem_degreegrantor_identifier":[{"subitem_degreegrantor_identifier_name":"10103","subitem_degreegrantor_identifier_scheme":"kakenhi"}]}]},"item_81_degree_name_11":{"attribute_name":"学位名","attribute_value_mlt":[{"subitem_degreename":"博士（工学）","subitem_degreename_language":"ja"}]},"item_81_description_25":{"attribute_name":"フォーマット","attribute_value_mlt":[{"subitem_description":"application/pdf","subitem_description_type":"Other"}]},"item_81_description_7":{"attribute_name":"抄録","attribute_value_mlt":[{"subitem_description":"本稿は，マーケティングプランナーがモバイルペイメントシステム導入の普及戦略の作成を支援するシステムの概念設計を提案するものである．実験結果を示すことによってシステムの有用性を明らかにした．本稿は６つの章で構成される．\n１章に，本研究の着目する問題点と目的を示す．デジタル化社会での消費行動において，便利な支払い手段の一つとしてモバイルペイメントサービスがある．各国がサービスの普及を推進しているが，国別で普及率の差がある．この状況において，商業施設のモバイルペイメントシステムの導入率を促進するための効率的な戦略が重要である．特にそれらの施設の中に，人の日常の消費行動に関わる小売事業者のシステム導入率を改善する必要がある．そのため，マーケティングプランナーが宣伝を行うとき，小売事業者のシステム導入有無に関係する心的要素に着目すべきである．しかし，システムを導入している事業者と導入していない事業者の心的要素の違いを把握できていないため，効果的な宣伝を行うのが難しい．そこで本研究では，モバイルペイメントシステム導入の有無による小売事業者の心的要素の違いを示すルールを抽出するアルゴリズムを提案した．２章に，本研究の関連研究と背景理論を紹介する．関連研究を紹介することによって，モバイル決済システムを使うことに影響する心的要素を調べた先行研究と本研究の比較を行った．本研究の背景理論として，Unified Theory of Acceptance and Use of Technology (UTAUT) と相関分析が挙げられる．小売事業者のモバイルペイメントシステムに対する考え方とシステム導入の決断についてのデータ取得のために，UTAUT を用いた先行研究のアンケートを参考にして設問項目を作った．収集したデータで事業者の考え方とシステム導入の意思決定との関係を調べるために，相関分析を用いた．３章に，‘キー・ルール’ を抽出するアルゴリズムを示す．相関分析の結果から重要なルールを見つけるために，トゥルー・ルール（結果部が「システム導入」のルール）とフォールス．ルール（結果部が「システム非導入」のルール）の違いを示すルールを抽出するアルゴリズムを提案した．本研究では，これらの抽出したルールを‘キー・ルール’ と定義した．提案アルゴリズムの手順を以下に示す．1. 空のテーブルを生成する：抽出するキー・ルールを保存するためのデータテーブルを生成する．2. トゥルー・ルールの条件部に含めた設問項目を見つける：結果部が「システム導入」のルールの条件部に含まれる設問項目を特定する．QTaはトゥルー・ルールa で特定した設問項目の集合を示す．3. フォールス．ルールの条件部にに含めた設問項目を見つける：結果部が「システム非導入」のルールの条件部に含まれる設問項目を特定する．QFaはフォールス・ルールa で特定した設問項目の集合を示す．4. 特定した設問項目を比較する：２と３で特定した設問項目を比較してキー・ルールを見つける．３つのケースでキー・ルールを特定する：（１）QTa⊃ QFa，（２）QTa= QFa，（３）QTa⊂ QFa. 5. 見つけたルールを保存する：１で生成したテーブルに見つけたルールを保存する．４章に，モバイルペイメントシステムの導入普及のための支援システムの概念設計を記述する．ターゲットユーザは小売事業者のシステム導入を促進したいマーケティングプランナーである．システムのメカニズムを以下に示す．1. 相関分析を行う：ユーザが設定したパラメータを取得して事業者の心的要素とシステム導入の意思決定の関係性を示す相関ルールを得る．2. 相関ルールを分別する：得られた相関ルールを結果部のシステム導入か非導入かによって分別し，それぞれのルールを取得する．3. キー・ルールを抽出する：提案アルゴリズムを用いて，二つの種類のルールを比較することによって心的要素の違いを表すルールを抽出する．５章に，実験デザインと実験による結果の考察を記述する．提案アルゴリズムの効果を検証するために，実験を行った．まず，日本，中国，タイ，台湾，４つのエリアで小売事業者のモバイルペイメントシステムに対する考え方とシステム導入の意思決定についてアンケート調査を行った．その後，収集したデータを用いて相関分析を行い，「システム導入」のルールと「システム非導入」のルールを取得した．そして，提案アルゴリズムでキー・ルールを抽出した．最後に，得られたキー・ルールを３つの指標，コスト有効性，信頼度，対象者範囲で評価した．結果として，４つのエリアのデータ，日本のデータ，中国のデータを入力した場合にキー・ルールを抽出できた．評価値の高いキー・ルールを考察することによって，以下の普及戦略が考えられる．４つのエリアのデータを入力した場合，システムを導入していない小売事業者の48%がシステム導入に必要な設備を持っていないと思っている．これらの事業者に対して，システムを導入させるために，モバイルペイメントの導入に必要な設備についての考え方を変えることに着目した宣伝を行うのが効果的であることがわかった．日本のデータを入力した場合，システムを導入していない小売事業者の66%がシステム導入に必要な設備を持っていないと思っている．これらの事業者に対して，システムを導入させるために，（１）モバイルペイメントの導入に必要な設備，（２）導入に必要な設備と期待できる利便性，（３）導入に必要な設備と知識，（４）導入に必要な設備と期待できる優越性についての考え方を変えることに着目した宣伝を行うのが効果的であることがわかった．中国のデータを入力した場合，システムを導入していない小売事業者の55%がシステム導入によって仕事がより便利になれるかを確信していないが，システムを導入すれば仕事を早めに済ませることと，モバイルペイメントシステムが他の支払い方法と併用できることを認識している．これらの事業者に対して，システムを導入させるために，モバイルペイメントの導入による期待できる利便性についての考え方を変えることに着目した宣伝を行うのが効果的であることがわかった．６章に，本研究の結論と今後の展望をまとめる．本研究で提案したシステムの概念設計とアルゴリズムでは，データ収集の段階で設問項目を適切に調整することによって，幅広い分野に適応できる．本稿はモバイルペイメントシステム導入に関する小売事業者の心的要素の観点から，相関分析の結果によって有用な情報を発見するソリューションの提供に貢献するものである．","subitem_description_language":"ja","subitem_description_type":"Abstract"},{"subitem_description":"This paper summarizes a conceptual design of a system for helping marketing planners promote the introduction of mobile payment systems. Then, an experiment for validating the performance of the system is also described. The paper consists of six chapters. In Chapter 1, the scope and the goal of this study are described. Mobile payment services are convenient payment methods for shopping behaviors in digitalized society. Though governments have been promoting the usages of mobile payment services, there are gaps in usage rates among different countries despite the efforts. Effective strategies are required for improving the introduction rates in shopping facilities, especially in small-sized shops which are used frequently in people’s daily lives. Thus, shop owners’ mental factors for introducing mobile payment systems should be considered by marketing planners when conducting the promotions. However, it is difficult to make effective promotion strategies because the planners do not know about mental gaps between shop owners who introduce the systems and those who do not. To solve the problem, an algorithm for extracting helpful information which indicate the difference between shop owners’ mentalities for introducing and not introducing the　systems was proposed. In Chapter 2, literature review and theoretical background are shown. By showing the literature review, previous　studies on investigating mental factors for using mobile payment systems were compared with this study. As　theoretical background of this study, Unified Theory of Acceptance and Use of Technology (UTAUT) and association　analysis are described. In order to collect data of shop owners’ attitudes towards mobile payment systems and their　introduction of the systems, question items of a questionnaire were designed by referring to other questionnaires made by previous works using UTAUT. After collecting the data, association analysis was used for investigating　the relationship between shop owners’ attitudes and the decision of introducing mobile payment systems. In Chapter 3, an algorithm for extracting ‘key rules’ is shown. In order to find important rules from the results　of association analysis, an algorithm for extracting the rules indicating the difference between ‘true’ rules (rules　which have consequent item as introducing the systems) and ‘false’ rules (rules which have consequent item as not　introducing the systems) was proposed. In the study, the extracted rules are defined as ‘key rules’. The basic idea　of the algorithm for extracting key rules is shown below: 1. Generate an empty table. Here, an empty table is initially generated for keeping the extracted key rules. 2. Find question items of antecedent itemsets of true rules. Here, question items included in antecedent itemsets　associated with the decision of introducing the systems are found. QTa　represents a set of question items of a　true rule a. 3. Find question items of antecedent itemsets of false rules. Here, question items included in antecedent itemsets　associated with the decision of not introducing the systems are found. QFa　represents a set of question items　of a false rule a. 4. Compare the question items. Here, the question items found from the two types of rules are compared for finding key rules. Three cases are considered for finding the key rules: QTa　⊃ QFa　, QTa　= QFa　, and QTa　⊂ QFa. 5. Keep the key rules. Here, the found key rules are kept in the generated table. In Chapter 4, a conceptual design of a supporting system for promoting the introduction of mobile payment　systems is described. Target users of the system are marketing planners who want to encourage shop owners to introduce the systems. The mechanism of the system is shown below: 1. Conduct association analysis. Here, the parameters decided by a user are obtained for analyzing the association between shop owners’ mentalities and their decisions of system introduction. 2. Split the association rules. After conducting association analysis, rules with consequent item of introducing the systems and rules with consequent item of not introducing the systems are obtained. 3. Extract key rules. Here, the proposed algorithm is applied for extracting rules indicating the mental gaps by comparing between the two types of rules. In Chapter 5, experimental design is shown and results of the experiment are discussed. In order to validate the performance of the proposed algorithm, an experiment was conducted. First, questionnaire surveys were conducted in four areas: Japan, China, Thailand and Taiwan. Second, association analysis was conducted for obtaining two types of rules: rules of introducing mobile payment systems and rules of not introducing the systems. Third, the proposed algorithm for extracting key rules was applied. Then, the extracted key rules were evaluated by three criteria: cost-effectiveness, confidence and coverage. As a result, key rules were extracted from the data of all areas, Japan and China. According to the key rules which have high evaluation values, the following promotion strategies were considered. Among the shop owners of all areas who did not introduce mobile payment systems, 48% of them don’t think that they have necessary equipments for introducing the systems. In order to make them introduce the systems, marketing planners should focus on changing their attitudes towards the required equipments. Among the shop owners of Japan who did not introduce mobile payment systems, 66% of them don’t think that they have necessary equipments for introducing the systems. In order to make them introduce the systems, marketing planners should focus on changing their attitudes towards (1) the required equipments, (2) the required equipments and expected convenience by using the systems, (3) the required equipments and knowledge and (4) the required equipments and expected advantages of using the systems. Among the shop owners of China who did not introduce mobile payment systems, 55% of them are not sure that introducing the systems can make work more convenient, but think that the systems can help to finish the job quickly and the systems can be used together with other payment systems. In order to make them introduce the systems, marketing planners should focus on changing their attitudes towards the expected convenience of using the systems. In Chapter 6, conclusion and future works are shown. The proposed algorithm for extracting key rules and the conceptual design of the system can be applied in various situations by modifying the question items of the questionnaire for data collection. The study summarized in this paper contributes to providing a solution for discovering helpful information by using association analysis from the perspective of shop owners’ mental factors on their decisions of introducing mobile payment systems.\n","subitem_description_language":"en","subitem_description_type":"Abstract"}]},"item_81_dissertation_number_13":{"attribute_name":"学位授与番号","attribute_value_mlt":[{"subitem_dissertationnumber":"甲第486号"}]},"item_81_identifier_registration":{"attribute_name":"ID登録","attribute_value_mlt":[{"subitem_identifier_reg_text":"10.15118/00010855","subitem_identifier_reg_type":"JaLC"}]},"item_81_subject_9":{"attribute_name":"日本十進分類法","attribute_value_mlt":[{"subitem_subject":"007","subitem_subject_scheme":"NDC"}]},"item_81_text_12":{"attribute_name":"学位の種別","attribute_value_mlt":[{"subitem_text_language":"ja","subitem_text_value":"課程博士"}]},"item_81_text_14":{"attribute_name":"報告番号","attribute_value_mlt":[{"subitem_text_language":"ja","subitem_text_value":"甲第486号"}]},"item_81_text_15":{"attribute_name":"学位記番号","attribute_value_mlt":[{"subitem_text_language":"ja","subitem_text_value":"博甲第486号"}]},"item_81_text_16":{"attribute_name":"研究科・専攻","attribute_value_mlt":[{"subitem_text_language":"ja","subitem_text_value":"工学専攻"}]},"item_81_version_type_24":{"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_access_right":{"attribute_name":"アクセス権","attribute_value_mlt":[{"subitem_access_right":"open access","subitem_access_right_uri":"http://purl.org/coar/access_right/c_abf2"}]},"item_creator":{"attribute_name":"著者","attribute_type":"creator","attribute_value_mlt":[{"creatorAffiliations":[{"affiliationNameIdentifiers":[],"affiliationNames":[{"affiliationName":""}]}],"creatorNames":[{"creatorName":"ZHANG, Zijie","creatorNameLang":"en"},{"creatorName":"張, 紫傑","creatorNameLang":"ja"},{"creatorName":"ジャン, ズージエ","creatorNameLang":"ja-Kana"}],"familyNames":[{},{},{}],"givenNames":[{},{},{}],"nameIdentifiers":[{}]}]},"item_files":{"attribute_name":"ファイル情報","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_date","date":[{"dateType":"Available","dateValue":"2022-06-30"}],"displaytype":"detail","filename":"A486.pdf","filesize":[{"value":"664.2 kB"}],"format":"application/pdf","licensetype":"license_note","mimetype":"application/pdf","url":{"label":"A486","objectType":"fulltext","url":"https://muroran-it.repo.nii.ac.jp/record/10918/files/A486.pdf"},"version_id":"3b8b563d-68d8-4a21-ad40-8588f943c3b6"},{"accessrole":"open_date","date":[{"dateType":"Available","dateValue":"2022-06-30"}],"displaytype":"detail","filename":"A486_summary.pdf","filesize":[{"value":"1.0 MB"}],"format":"application/pdf","licensetype":"license_note","mimetype":"application/pdf","url":{"label":"A486_summary","objectType":"abstract","url":"https://muroran-it.repo.nii.ac.jp/record/10918/files/A486_summary.pdf"},"version_id":"7221a43e-ac4a-466c-8ba4-7e85e1f083ba"}]},"item_language":{"attribute_name":"言語","attribute_value_mlt":[{"subitem_language":"eng"}]},"item_resource_type":{"attribute_name":"資源タイプ","attribute_value_mlt":[{"resourcetype":"doctoral thesis","resourceuri":"http://purl.org/coar/resource_type/c_db06"}]},"item_title":"Investigating the Effects of Shop Owners’Mental Factors on Their Introduction of Mobile Payment Systems","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"Investigating the Effects of Shop Owners’Mental Factors on Their Introduction of Mobile Payment Systems","subitem_title_language":"en"},{"subitem_title":"モバイルペイメントシステム導入に関する小売事業者の心的要素の研究","subitem_title_language":"ja"}]},"item_type_id":"81","owner":"18","path":["227"],"pubdate":{"attribute_name":"PubDate","attribute_value":"2022-06-30"},"publish_date":"2022-06-30","publish_status":"0","recid":"10918","relation_version_is_last":true,"title":["Investigating the Effects of Shop Owners’Mental Factors on Their Introduction of Mobile Payment Systems"],"weko_creator_id":"18","weko_shared_id":-1},"updated":"2024-01-22T02:11:19.275446+00:00"}