2011年2月1日火曜日

サトナオさんSIPSモデルに対する5つの素朴な疑問

サトナオさんSIPSモデルに対する5つの素朴な疑問

 「サトナオ・オープン・ラボ」はこれからのソーシャルメディアに対応した生活者消費行動を捉える概念を提唱した。

「共感する(Sympathize)」→「確認する(Identify)」→「参加する(Participate)」→「共有・拡散する(Share&Spread)」と整理し、「SIPS」として発表した。

「SIPS」は、「共感(Sympathize)」がすべての入り口となる。購買を伴わない行動も「参加(Participate)」と呼び、友人・知人に対する「共有(Share)」行動がさまざまなつながりに「拡散(Spread)」して、さらに共感を生み出していくとしている。

ここで私が感じた素朴な5つの疑問
疑問1)
共感の広がりと購買行動の関係はどうなっているのか? 共感の広がりの中に購買行動が含まれるということか? 共感が広まれば購買も促進されるという理解でいいのか?

疑問2)
共感の前提として、コンテクストが作られている必要があるが、それはこのモデルの中にどこに入るのか? Facebookでフレンド関係にあることや、Twitterでフォロー、フォロアー関係になることはこのモデルの中にどこに含まれることになるのか?

疑問3)
一般に、買った製品を友達や他人に薦める行為は、非常に満足度が高かったお客に限られる(NPSモデル)。通常は共有したり拡散するにはかなりの満足や感動がなければならない。それが消費者の購買行動モデル全体に組み込むことには無理がないか?

疑問4)
これまでのモデルとの連続性、用語の継続性がよく理解できない。

疑問5)
LooopsTVでは共感の効果測定は難しいとコメントしていたが、事後的な効果測定が難しいのは事前に予想することも難しいと考えられるが、モデルの実用性は一体どこにあるのか?

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